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Direct Seller

Direct sellers demonstrate and sell products such as books, candles, clothing, cookware, cosmetics, craft supplies, gourmet food, home care items, toys and vitamins.

  • Avg. Salary $18,697.00
  • Avg. Wage $15.61
  • Minimum Education Varies
  • Outlook above avg
  • Employed 3,700
  • In Demand Medium
Also Known As

Product Demonstrator, Salesperson

NOC Codes

In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.

The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used. Here is how this occupation has been classified over time:

  • 2006 NOC: Direct Distributors (6623.1) 
  • 2006 NOC-S: Other Elemental Sales Occupations (G973) 
  • 2011 NOC: Other sales related occupations (6623) 
Skills Shortage

Employers that Recruited in the Last 2 Years

Average Wage
  • Certification Not Regulated
  • Strength Required Lift up to 5 kg
Interest Codes
The Direct Seller is part of the following larger National Occupational Classification (NOC).
Direct Distributors

Interest in copying information to present sample products and catalogues, and to explain desirable qualities of products


Interest in persuading customers by soliciting sales of goods and services directly to individuals or at sales parties


Interest in handling merchandise to canvass prospective customers; may develop lists of prospective customers or follow leads supplied by management, and may distribute advertising literature and provide samples

Reading Interest Codes
A Quick Guide

The interest code helps you figure out if you’d like to work in a particular occupation. 
It’s based on the Canadian Work Preference Inventory (CWPI), which measures 5 occupational interests: Directive, Innovative, Methodical, Objective and Social.

Each set of 3 interest codes is listed in order of importance.

A code in capital letters means it’s a strong fit for the occupation.

A code in all lowercase letters means the fit is weaker.

Learn More

Updated Dec 15, 2016

Direct sellers sell a particular manufacturer's goods but are not employees of the manufacturer. They are self-employed. Often, they travel to potential customers' homes to demonstrate and sell products. They also may show, describe and sell goods or services at exhibitions and trade shows, or at special demonstration stands in shopping malls and stores.

Duties and responsibilities vary in this occupation but, in general, direct sellers:

  • set up displays or demonstrations
  • show samples or product catalogues, and explain the functions and desirable qualities of products
  • write orders and accept payment, or pass orders to others to process
  • buy products from companies at wholesale prices
  • deliver goods to customers or monitor orders sent directly by the company 
  • distribute advertising literature or leave samples
  • demonstrate how orders can be placed online
  • attend meetings about new products, sales techniques and special promotions.

To identify potential customers, direct sellers may contact people by telephone, use a person-to-person approach or sponsor events for groups of friends. They generally do not sell products door-to-door.

Direct sellers who use a person-to-person approach:

  • identify and approach new customers through their network of personal contacts and encourage customers to recommend them to others
  • show product samples (for example, books, household cleaning products, cosmetics, costume jewellery, foods and vitamins) to friends, relatives and people they meet through other activities
  • may be assigned an exclusive territory or, more often, are allowed to find customers anywhere.

Direct sellers who use a sales party or educational approach:

  • establish a party or teaching atmosphere at small gatherings in people's homes and display or demonstrate products (for example, clothing, cookware, cosmetics, toys, crafts and hobby items)
  • thank hosts for organizing parties, classes or shows by giving them merchandise or providing other benefits
  • encourage participants to host similar events for their friends.

Direct sellers generally are expected to recruit new direct sellers and help them start their own businesses.

Working Conditions
Updated Dec 15, 2016

Direct sellers may work part time or full time. Most work part time from their own homes. Travel to customers' homes and conventions may be required.

  • Strength Required Lift up to 5 kg
Skills & Abilities
Updated Dec 15, 2016

Direct sellers need the following characteristics:

  • self-motivated
  • enthusiastic
  • willing to learn about the goods they sell
  • enjoy working with people
  • able to manage their time well.

They should enjoy presenting products and catalogues, encouraging people to purchase items and taking responsibility for projects.

Educational Requirements
Updated Dec 15, 2016

There are no minimum education or experience requirements for direct sellers. However, experience in customer service or sales, and fluency in more than one language are definite assets.

Some manufacturers offer training programs, sales support, contests or promotions that are designed to help their direct sellers increase sales. Training programs and materials usually are supplied free of charge or for a small fee.

Before agreeing to represent any company, people considering this occupation should learn as much as possible about the company. This especially is true if some form of financial investment is required. Factors to consider include company reputation, number of years in business, business record and product or sales integrity.

For a broad list of programs and courses that may be related to this occupation try searching using keywords.

Certification Requirements
Updated Dec 15, 2016

Self-employed salespersons such as direct sellers may be required to obtain a municipal business license.

Employment & Advancement
Updated Dec 15, 2016

Most direct sellers operate home-based businesses. They are self-employed and therefore must pay costs such as vehicle and travel expenses. 

Advancement opportunities for direct sellers may take the form of additional or better sales areas, or recruiting other direct sellers who work under the direction and supervision of the person who recruited them.

Direct sellers are part of the larger 2011 National Occupational Classification 6623: Other elemental sales occupations. In Alberta, 80% of people employed in this classification work in the following industries:

The employment outlook in this occupation will be influenced by a wide variety of factors including:

  • trends and events affecting overall employment (especially in the industries listed above)
  • location in Alberta
  • employment turnover (work opportunities generated by people leaving existing positions)
  • occupational growth (work opportunities resulting from the creation of new positions that never existed before)
  • size of the occupation.

Over 5,400 Albertans are employed in the Other elemental sales occupations occupational group. This group is expected to have an above-average annual growth of 1.8% from 2016 to 2020. As a result, 97 new positions are forecast to be created each year, in addition to job openings created by employment turnover. Note: As direct sellers form only a part of this larger occupational group, only some of these newly created positions will be for direct sellers.

Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.

Wage & Salary
Updated Dec 15, 2016

Direct sellers' earnings vary from month to month, and year to year, because they are based on commission. Commissions may increase with sales volume. Direct sellers may receive additional income based on sales generated by any new direct sellers they recruit. 

Other sales related occupations

Survey Methodology

Survey Analysis

Overall Wage Details
Average Wage
Average Salary
Hours Per Week

Hourly Wage
For full-time and part-time employees
  • Low
  • High
  • Average
  • Median
Wages* Low (5th percentile) High (95th percentile) Average Median
Starting $12.20 $23.08 $13.96 $12.20
Overall $12.50 $32.31 $15.61 $12.61
Top $13.00 $34.62 $20.98 $22.30

Swipe left and right to view all data. Scroll left and right to view all data.

* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.

C: Lower Reliability
Data Reliability Code Definition

Lower Reliability, represents a CV of between 15.01% and 33.00% and/or if fewer than 20 survey observations and/or if survey observations represent less than 33% of all estimated employment for the occupation.

Industry Information

Skills Shortage

Employers that Recruited in the Last 2 Years


Recruiting Employers that Experienced Hiring Difficulties


Employers with Unfilled Vacancies of over 4 Months


Vacancy Rate

Related Post-Secondary Field of Study
  • Business, Management and Administrative Studies
Other Sources of Information
Updated Dec 15, 2016

Direct Sellers Association of Canada (DSA) website:

For more information on career planning, education and jobs call the Alberta Supports Contact Centre toll-free at 1-877-644-9992 or 780-644-9992 in Edmonton, or visit an Alberta Supports Centre near you.

Updated Apr 09, 2014. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.

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