Kuala Lumpur: Malaysia’s direct selling industry experienced a significant growth of 7.4 per cent, reaching RM34.4 billion in 2024, up from RM32.04 billion the preceding year, announced Domestic Trade and Cost of Living (KPDN) Deputy Minister Fuziah Salleh. The industry continues to hold its position as the world’s sixth-largest and the fourth-largest in the Asia-Pacific region from 2020 to 2024, as highlighted in a report by the World Federation of Direct Selling Associations (WFDSA).
According to BERNAMA News Agency, Malaysia has achieved the highest market penetration globally, leading with a penetration rate of 2.28 per cent. This accomplishment has positioned the country’s direct selling industry alongside developed markets such as the United States, South Korea, Germany, China, and Japan. The statement was released in conjunction with the issuance of direct selling licenses to 45 companies, which include 18 new licensees and 27 renewals.
Fuziah emphasized that KPDN is tasked with regulating the direct selling sector under the Direct Selling and Anti-Pyramid Schemes Act 1993 [Act 500]. In response to both domestic and international industry developments, the ministry is in the process of thoroughly amending the Act to adapt to evolving market conditions.
The amendments are designed to promote a more comprehensive, sustainable, and ethical direct selling ecosystem. This initiative underscores KPDN’s dedication to fostering and expanding the sector in alignment with the government’s MADANI Malaysia concept, which aims to enhance national prosperity and ensure equitable distribution across society.
Fuziah reiterated the ministry’s commitment to ensuring that all direct selling companies adhere to legal and regulatory standards. By granting direct selling licenses, the ministry aims to encourage industry players to maintain integrity, operate transparently, and prioritize consumer rights. The government remains hopeful that the industry will continue to grow in a holistic manner, create business opportunities, increase household incomes, and contribute positively to Malaysia’s socio-economic development.