Earning money without leaving home, creating content that generates profit, flexibility, and turning one’s lifestyle into a business. This is the logic that has increasingly attracted young people to the Direct Selling model. The sector, which has been renewed through digitalization, has won over Generation Z, who see social media not just 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 consists of young people aged 19 to 29. An audience that has found in the internet a shortcut to financial freedom and 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 new things. Unsurprisingly, an Accenture study projects that social commerce will 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—half of its users claim to have made purchases directly through the app, while 70% discover brands and products there. These are clear signs that social media has become an essential channel for commerce among young people.
What was once seen as ‘catalog sales’ now has a new face. Instead of product folders, there are Instagram stories. Instead of connections, there are DMs. Direct Selling has evolved alongside digital behavior and has found in influencers a new group of entrepreneurs who sell, build personal brands, and even create content that fosters connection.
Real young people writing their own stories
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 now it has become my main source of income and led me to bigger achievements,’ she reveals. Beyond financial gains, Larissa highlights the personal growth this path provided: ‘I became much more confident, developed my communication and leadership skills,’ she celebrates. On social media, her reach grew so much that she was invited to participate in a Natura pilot project with TikTok One in Brazil, further expanding her opportunities as a digital entrepreneur.
Direct Selling, once synonymous only with meetings and catalogs, has reinvented itself with videos, stories, and algorithms. The sector moved around R$50 billion last year alone. ‘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, in this way, earning extra income—which today has become 100% of my income, even after completing my studies,’ Larissa shares.
With a well-structured digital routine, the young woman turns her Instagram into a showcase and a direct channel with clients. ‘I use Instagram to connect with my customers and also to reach new ones. I share news, tips, and promotions. This communication channel has become essential in my routine because it allows 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. Additionally, as a Business Leader, she dedicates time to studying cycle promotions, aiming to maximize profits and guide her network of consultants 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, a reseller forRoyal Prestigein 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 you actually live it,’ he says.
Both Larissa and Igor are examples of how Generation Z sees technology as an ally to innovate and grow businesses with freedom. ‘The future of Direct Selling lies in real connections. Yes, we sell, but we also inspire and make an impact,’ says Larissa.
‘Today, the entrepreneur is also a creator. They create content, relationships, and opportunities. Direct Selling is just that: a purposeful business where young people can truly earn money, with freedom, personal style, and impact,’ concludes Adriana.
