The Direct Selling industry has seen the importance of e-commerce as early as the year 2018. Companies have then sharpened their tools and ignited their minds to keep up with the pace to establish e-commerce in direct selling business and going digital. The trend slowly took over. By mid-2020, when the pandemic showed its true color, everybody was locked indoors and online shopping saw a boom. This gradually became permanent and the shopping culture saw new roads.

Online shopping taught people to stay updated with the global trends, various options and it even gave them an idea of what is really ‘expensive’ and ‘overpriced’. This sort of gave people the power to choose what they wanted or to swipe left. The statistics even show that the majority of shoppers have found it comfortable shopping online taking all the time they want, comparing quality, pricing, or even returning if the product doesn't satisfy their needs.

Even though it is important to keep up with the trend and revise your businesses for their betterment and future, it is important to keep an eye on the elevated customer relationship which is a vital part of any direct selling business. Going forward, the major advantages of taking direct selling online are:-

1. Round the clock availability of the product
2. Quick buying processes
3. Cost comparison and reduced costs
4. Faster customer outreach and addressing customer demands
5. Flexible payment methods
6. Easy customer retargeting
7. Great source of customer data
8. Process a high number of orders in a limited time.

As much as we are aware of the trend and ready to go with it backing all the pros, it's good to keep an eye on its cons too.
1. Possibilities of not being able to build better relationships with customers.
2. Untrained distributors could tarnish the brand image vacillating in the online space.
3. It is almost impossible to keep track of how distributors abide by organizational and industry guidelines.
4. Damage control and customer-brand conflicts could be difficult and risky.

More resources would be required to control fake distributor profiles and marketing tactics.

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