Earning money without leaving home, creating content that generates profit, flexibility, and turning one’s own lifestyle into a business. That’s the logic that has been increasingly bringing young people closer to the Direct Selling model. The sector, which has been renewed with digitalization, has captured Generation Z, who sees social media not only as a space for expression but also as an important source of income. A study by ABEVD, in partnership with CVA Solutions, reinforces this shift: 49.5% of the sector is made up of young people between 19 and 29 years old. A public that has found on the internet a shortcut to financial freedom is a real alternative to the traditional market.
In this environment, two profiles stand out: those who use platforms to sell their products and services, and those who use them to discover and buy novelties. Not surprisingly, a study by Accenture projects that social commerce should reach $1.2 trillion by the end of 2025, with Generation Z and millennials accounting for 62% of this global market. Platforms like TikTok illustrate this dynamic since half of its users claim to have made purchases directly through the application, while 70% discover brands and products there – clear evidence that social media has become essential channels for commerce among young people.
What was once seen as ‘catalog sales’ now has a different face. Instead of product catalogs, there are Instagram stories. Instead of connections, there are direct messages. Direct Selling has evolved alongside digital behavior, and has found in influencers a new group of entrepreneurs who sell, build personal brand, and still create content that generates connection.
Real young people making their own story
Larissa Bileski, 20, from Joinville (SC), achieved an important dream through Direct Selling: buying her first car. “I started with some extra money that made a big difference in my daily life, but today it has become my main source of income and led me to greater achievements,” she reveals. In addition to the financial gains, Larissa highlights the personal growth that this path has provided: “I became a much more confident person, developed my communication and leadership skills,” she celebrates. On social media, her reach grew to the point where she was invited to participate in a pilot project with Natura and TikTok One in Brazil, further expanding her opportunities as a digital entrepreneur.
Direct Selling, once synonymous only with meetings and catalogs, reinvented itself with videos, stories, and algorithms. The sector moved around R$50 billion just last year. “I started selling products through social media because I saw the potential to reach a larger audience and, consequently, increase my sales. What motivated me to take this step was the possibility of balancing my full-time studies with sales and thus earning extra income, which has now become 100% of my income, even after completing my studies,” says Larissa.
With a well-structured digital routine, the young woman turns her Instagram into a showcase and direct channel with customers. “I use Instagram to connect with my customers and also to prospect new ones, share news, tips, and promotions. This means of communication has become essential in my routine, as it allows for almost real-time interaction,” she emphasizes.
About her routine, Larissa explains that her day starts with organization and weekly planning, usually on Mondays. “Every day I set aside time to promote products on social media, respond to customer messages, and organize orders,” she says. In addition, as a Business Leader, she dedicates time to studying the cycle’s promotions, seeking to maximize profits and guide her consultant network to focus on the most advantageous offers. “Every day is unique, but my focus is always on delivering quality service and keeping my business moving. My manager, Andreza, always says: ‘luck finds those who are in motion’ – and I firmly believe in that,” Larissa shares.
Connection, content, and digital intelligence
For Igor Henrique Viana Fernandes, 21 years old, a reseller of Royal Prestige in Belo Horizonte (MG), digital presence is what sustains business credibility. “When we show our daily lives on social media, customers build trust. People buy more when they see that you really live it,” he says.
Both Larissa and Igor are examples of how Generation Z sees technology as an ally to undertake with freedom and innovation. “The future of Direct Selling is in real connections. We sell, yes, but we also inspire and make an impact,” Larissa asserts.
“Today the entrepreneur is also a creator. They create content, relationships, and opportunities. Direct Selling is this: a purpose-driven business where young people can earn real money, with freedom, personal style, and impact,” concludes Adriana.
