2020 was a year of chaos and uncertainty in the network marketing industry like every other business. With in-person contacts restricted or curbed, taking this business model to profits was a challenging job. But the direct selling industry was smart enough to evolve itself by focusing on a more customer-centric approach to its business in 2021. 

Direct selling companies envisioned a customer-centric culture where customer needs and expectations were given priority over the sales and revenue they make. So, direct selling companies moved more into a “Customer is God” kind of culture by putting the customers at the center of everything they do. By taking their products and services online and approaching the customers directly through digital channels by analyzing their shopping behaviours, direct sellers brought in a fresh experience for customers by giving them targeted, personalized, and structured products and services. 

Earning customer loyalty became an important business culture. Even government regulatory agencies such as FTC, SEC, etc. involved themselves to ensure consumer protection and provided a legal means for consumers to address their grievances. Any business that went off track from its consumer promises were pulled up and penalized. These approaches helped the industry to be fair and be customer-centric.

With understanding the shopping trends of customers, analyzing their order history and buying preferences with the use of technology, and putting the whole focus on earning the loyalty of customers, direct selling companies still appear relevant and a formidable business model in the network marketing business.