Nigeria could tap into the $167.7 billion global direct selling industry and create thousands of jobs if clear legislation is put in place to regulate the sector, experts said at the QNET V-Convention Malaysia 2025 (September Edition) in Penang.
Direct selling — a model where independent distributors market products directly to consumers rather than through traditional retail channels — has become a powerful engine for entrepreneurship worldwide. Yet Africa, with the exception of South Africa, has been slow to reap its benefits due to regulatory gaps.
Trevor Kuna, Chief Marketing Officer of QNET, told participants that the sector’s value reached $167.7 billion in 2023, reflecting its capacity to generate income and foster economic empowerment.“Direct selling is not only a promising career option, it’s a route to economic transformation,” Kuna said, noting that low start-up costs make it accessible to people with limited capital.
Ramya Chandrasekaran, QNET’s Group Chief Communications Officer, stressed that government action is critical for Nigeria to unlock the opportunity.“Countries like Malaysia and Singapore have clear Direct Selling Acts, which provide a safety net for companies and consumers,” she explained. “South Africa is the only African country with such legislation. Nigeria can attract serious players if it establishes clear rules.”
QNET’s Chief Legal Officer, Nikhil Patel, added that an effective framework would also help curb fraud, which has discouraged reputable operators from investing in Africa. He noted the formation of a Direct Selling Association of Nigeria, incorporated in 2024 and expected to become fully operational by 2026, as a step in the right direction.“When scams proliferate, victims lose money, legitimate companies suffer reputational damage, and the local economy misses out on growth,” Patel said.
Kwabena Adisi, QNET’s agent for Ghana, urged Nigeria to emulate Ghana’s progress, where discussions with government officials are helping to formalize the industry.“Once Ghana finalizes its regulatory pathway, Nigeria can follow suit and open vast opportunities for individuals and the economy,” he said.
Experts at the convention agreed that with proper laws and enforcement, Nigeria could transform direct selling into a legitimate source of entrepreneurship, revenue, and foreign investment — positioning the country as a hub for Africa’s untapped market.
