Digital Transformation of Direct Sales Business: Strategies for Integrating Online and Offline Channels

Abstract

This article aims to analyze the adaptation of direct selling businesses amidst the digital trend, focusing on the study of omnichannel strategies to respond to changes in consumer behavior and the impacts of the COVID-19 crisis. The study found that consumers spend an average of 78-82% of their time searching for product information online before making a purchase decision and trust reviews from real users seven times more than traditional advertising. The COVID-19 crisis caused global direct selling companies' sales to decline by 45-70% in the first quarter of 2020, but companies that quickly adapted by investing in e-commerce systems and social media sales managed to recover sales with an average increase of 35% within the same year. Additionally, the application of digital technologies such as CRM, AI, live streaming, as well as AR/VR and blockchain, has contributed to creating a more comprehensive and transparent customer experience. The omnichannel strategy that combines the strengths of traditional direct selling with digital tools can increase customer lifetime value by up to 55% compared to using a single channel. The article suggests that the success of direct selling businesses in the digital era depends on balancing technological innovation with human relationships. Organizations that can flexibly integrate both aspects will be able to foster customer loyalty and maintain sustainable competitiveness.