The rivalry between online and direct selling – Is there a winner?

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


Orientation: With the advancement of technology and intense competition, many traditional direct selling companies have had to include an online sales channel to their offerings. Research purpose: This study investigated the adoption of technology concerning online selling in the direct selling environment. Motivation for the study: This study investigated whether there is a ‘winner’ between direct selling and online selling, as well as identifying the threats, impact and future of online selling in the direct selling environment. Research design, approach and method: The study adopted a qualitative approach. A postcard-type, open-ended questionnaire was used to collect data from the directors of the direct selling companies. The collected data was analysed using inductive content analysis. Main findings: The main results indicate that online selling is here to stay and there is no winner between these two forms of selling. Practical/managerial implications: Managers should adopt a flexible approach to multichannel retailing as consumers dictate the consumption of sales channels in a multichannel sales arena. Contribution/value-add: Although this paper contributes on three levels – namely, theoretical, methodological and practical – it is the practical contribution that adds the biggest value and there is no golden formula in the structure of this multichannel sales system.

Original languageEnglish
Article numbera679
JournalActa Commercii
Issue number1
Publication statusPublished - 2019
Externally publishedYes

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Strategy and Management
  • Organizational Behavior and Human Resource Management


Dive into the research topics of 'The rivalry between online and direct selling – Is there a winner?'. Together they form a unique fingerprint.

Cite this