Direct sales mean that a company carries out its sales tasks without the support of external sales partners.
Direct sales therefore represent the opposite approach to indirect sales. The central advantage is the direct customer contact and the associated opportunities for customer retention. Direct selling is particularly suitable for products with a high need for explanation or advice, and for products that involve high financial investments by the customer. For this reasons, direct sales are still highly relevant in the B2B sector.
However, only a few companies act as pure direct sellers. Most companies use direct sales in multi-channel systems as a complementary sales channel. Digitalization creates new opportunities for direct sales in many companies as digital services and e-commerce provide direct customer access. For example, the chemical industry offers apps to farmers that identify plant diseases, while power tools providers sell their products to professional users and end customers in their own online shops.