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Direct Selling Offers Flexible & Accessible Pathway to Entrepreneurship – Biram Fall
Mr. Biram Fall, QNET’s Regional General Manager (RGM) for sub-Saharan Africa (SSA) has explained that direct selling offers a flexible and accessible pathway to entrepreneurship.
Mr. Biram Fall, QNET’s Regional General Manager (RGM)
He said that in the traditional retail model, shop owners buy goods from manufacturers and mark them up to pay for their business costs such as rent, before selling them on to the end consumer but in the direct selling model, distributors sell high-quality goods directly to the customers outside of the store environment, reducing business costs and eliminating the need to raise prices on their goods.
Fall argued that in addition to providing unique, life-enhancing products to consumers, the direct selling industry has had a significant impact on Sub-Saharan economies.
According to the World Federation of Direct Selling Associations annual report, the region’s direct selling market was valued at USD627 million in 2021, with over 5.4 million distributors actively participating in entrepreneurial activities that generate household income and contribute to the broader economy.
He pointed out that one of the primary reasons individuals are joining direct selling is because it allows them to start businesses with minimal upfront investment and no formal education requirements.” Not only are new distributors able to start their business efficiently, but they also have the opportunity to gain valuable skills through free training sessions, workshops, and conferences where they can improve their sales techniques, soft skills, and leadership abilities.
This opens doors for those with limited resources or who face barriers to traditional employment, such as stay-at-home parents or individuals in underserved communities. Because of the low barrier to entry and support resources many direct selling companies offer, many people can generate additional income, build social networks, and develop essential business and life skills by becoming distributors.
For instance, the flexible earning opportunities benefit the stay-at-home spouse through joining a direct selling company, choosing products to sell, and earning commissions or profits based on their sales volume. With the flexibility to manage their own schedule, they can balance household responsibilities while actively promoting and selling products. The income generated supplements household finances, helping to meet expenses, save, and achieve personal goals.”
He added that, direct selling offers training and support, enabling individuals to develop valuable sales and entrepreneurial skills.
In addition to benefiting local entrepreneurs, direct selling companies offer an extensive portfolio of goods, including innovative beauty and wellness products, eco-friendly household items, exclusive lifestyle items and accessories, nutritional supplements, and much more to customers. These products are frequently developed in-house or incorporate proprietary ingredients and formulas that are unique in the market.
Continuing, Fall stated that while the industry has improved the lives of many, it also faces legitimate criticisms – especially in emerging markets that have little or no exposure to this type of sales model. Africa has often been called the new frontier of growth for the direct selling industry with the region experiencing one of the highest three-year CAGR at 6%. Yet, in many African nations, legitimate direct selling businesses are often misunderstood as illegitimate schemes due to lack of awareness and relevant legislation.
The lack of industry regulatory bodies, such as a direct selling association whose mission is to provide education about the business model, has resulted in an insufficient legal definition of the industry and serious misunderstandings among authorities and the public.
“One common misconception is that it is a pyramid scheme or get-rich-quick fraud. Some critics point out that certain dishonest entities, many of whom masquerade as direct selling companies, have violated the laws by making exaggerated revenue promises, pressuring sales representatives to purchase products, and using unethical marketing strategies.”
Despite the challenges, many direct selling companies are determined to change the industry’s image in Sub-Saharan Africa. The largest organisation representing the global direct selling industry, the World Federation of Direct Selling Associations (WFDSA), published an official Code of Ethics governing the actions of direct selling companies and their responsibilities towards ensuring fair competition and operating according to local customer protection laws – a toolkit that direct selling companies adhere to worldwide.
For businesses such as QNET, a lifestyle and wellness-focused direct selling company, implementing more robust procedures, such as regular training and monitoring of distributors’ activities to ensure adherence to sales practices, product sales and compensation claims, and product safety regulations, is a crucial component to addressing the misconceptions about direct selling. For example, training programmes, such as QNETPro, help educate, inform, and train distributors on how direct selling works, QNET’s product portfolio, and compensation plans.
Direct selling companies can improve transparency by providing clear and accurate compensation plans and product pricing information to governments, legislative bodies, distributors, and customers to combat misinformation regarding the industry. Creating and maintaining freely accessible resources, such as the WFDSA website and the Direct Selling Disinformation Centre, are positive steps towards shifting the public’s perspective on direct selling, and help local communities benefit from this industry.
speaking on the way forward, Fall argued direct selling in Sub-Saharan Africa has emerged as a significant driver of alternative employment opportunities and economic empowerment, while also providing customers with unique and diverse products. “The industry has successfully enabled individuals, including those with limited resources, to start their own businesses and generate income, fostering entrepreneurship and skill development.
However, direct selling faces challenges in the region, including misconceptions, regulatory gaps, and fraudulent entities. To overcome these obstacles, direct selling companies are taking proactive measures, such as adhering to codes of ethics, implementing training programs, and enhancing transparency.
By educating the public, engaging with regulatory bodies, and providing accessible resources, the industry aims to transform the narrative and highlight the positive impact of direct selling in Sub-Saharan Africa, empowering individuals and contributing to local economies”, he said.
From Angela Nwanodu
Anambra State has reaffirmed its commitment to building a tech-driven and business friendly environment.
The State Government led by His Excellency, Prof. Charles Chukwuma Soludo, CFR reiterated the commitment at the maiden State Action on Business Enabling Reforms (SABER) technical session and statewide town hall meeting on Tuesday, July 8, 2025, held at the International Conference Center, Awka.
The event formed part of the nationwide tour by the Presidential Enabling Business Environment Council (PEBEC), bringing federal reform champions face-to-face with state officials, private sector leaders, and the business community.
In his remarks, Governor Soludo who was represented by the Deputy Governor, Dr. Onyeka Ibezim, welcomed the PEBEC team and stakeholders, describing the session as timely and essential.
He stressed that Anambra’s business reforms are deliberate and data-driven, echoing Governor Charles Chukwuma Soludo CFR’s belief that “if you can’t measure it, you can’t improve it.”
Governor Soludo reaffirmed that although Anambra currently ranks 7th nationally and leads the South East on ease of doing business, the state views reforms as an ongoing, measurable process grounded in technology, planning, and accountability.
Princess Zahra Mustapha Audu, DG of PEBEC, in her goodwill remarks delivered via video, described the SABER programme, a $750 million World Bank-supported initiative, as a transformative partnership co-designed to help states implement global standards and create easier, more transparent business environments.
She stressed that while designing reforms matters, real impact comes from effectively implementing them, with states as the true engines of economic growth.
The State Commissioner for Budget and Economic Planning, Mrs. Chiamaka Nnake, in her opening remarks, emphasized that with over 98% of Anambra’s wealth held by the private sector, government reforms must be deliberate and responsive.
She noted that under Governor Soludo’s leadership, Anambra has remained intentional about ensuring businesses face fewer obstacles and enjoy a competitive edge.
During the technical session, PEBEC reform leaders Ohiemi Gabriel, Ifeanyi Icheke, and Oluwatofunmi Odunladi commended Anambra’s reform champions for their consistent efforts in reporting, as well as the state government’s resolve which earned the state 7th place nationally and first in the South East in 2021 and 2023.
They encouraged Anambra to deepen its reforms ahead of the next ranking in December 2025, which will spotlight top-performing states and most improved states, alongside tailored recommendations for investors.
The highlight of the event was the panel discussion and town hall meeting anchored by the PEBEC team, featuring members of the State Executive Council as panelists, including the MD/CEO of the Anambra State ICT Agency, Chukwuemeka Fred Agbata, CFA; Commissioners for Industry, Lands, Power and Water Resources; MD of ANSIPPA; and MD of ASBA.
During this session, panelists discussed how technology is central to Anambra’s reform agenda. They spotlighted initiatives like the ANAMGIS (Anambra Geographic Information System), which digitizes land processes; the Grievance Redress Mechanism that swiftly addresses investor concerns; the adoption of the .anambrastate.gov.ng domain to standardize official digital communications and strengthen trust in government services; and the ongoing expansion of fiber ducts to enable 5G connectivity, all reflecting the administration’s “Everything Technology, Technology Everywhere” vision.
The conversation also highlighted Solution Lens, a civic engagement platform designed to deepen citizen participation and transparency by allowing residents to track and report on government projects across the state.
Together with strategic projects like road constructions which are deliberate efforts by Governor Soludo to inter- connect Anambra State for easy moving round in doing business.
These reforms aim to enhance transparency, and position Anambra as a smarter, investor-friendly state
As Anambra prepares for the next PEBEC evaluation, government and stakeholders reiterated their resolve to keep reforms measurable, digital-led, and investor-focused
With technology and intentional governance at its heart, Anambra State is strengthening its position as a modern hub where businesses can invest, scale, and thrive.
In a defining step toward sustainable transformation, Nigeria has officially joined the global Climate Governance Initiative (CGI), a platform empowering corporate board members to take decisive climate action.
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The initiative’s virtual launch drew a dynamic mix of leaders—former ambassadors, government officials, business executives, and climate advocates from across Africa and beyond.
Dr. Myma Belo-Osagie, Chair of the CGI Nigeria Advisory Board, welcomed attendees with a call to reimagine corporate leadership: climate risks, she noted, should no longer be treated as external issues—they must be integrated into strategic decision-making. She pointed to green finance, regenerative agriculture, and circular business models as key areas of opportunity.
Echoing that sentiment, MTN Nigeria CEO, Dr. Karl Toriola, warned that climate challenges already influence everything from access to capital to long-term competitiveness. “Climate risk directly affects our bottom line. It’s no longer optional to care—it’s necessary,” he said.
Toriola detailed how MTN has embedded climate governance at the core of its operations. From energy-efficient innovations like solar-powered towers and motion-sensor lighting to a nationwide battery and device recycling program, MTN is actively reducing its environmental footprint. Crucially, all executive performance indicators now include sustainability goals—with incentives tied to measurable impact.
He didn’t shy away from the hard truth: genuine climate progress will require sacrifice. “You can’t make an omelet without breaking eggs,” he said, urging corporate leaders to prioritize climate resilience even when it’s inconvenient or costly.
As CGI Nigeria joins a growing global network of corporate climate advocates, the message is clear—business leadership must go beyond profit to steward environmental accountability. From the boardroom to rural infrastructure, Nigeria’s private sector has a pivotal role in shaping a more sustainable future.
First City Monument Bank (FCMB) has rewarded 3,016 customers in Season 10 of its ongoing Millionaire Promo. So far, 12 customers have won the top prize of ₦1 million each, while 3,004 others have received different cash rewards.
The winners were selected through electronic draws held between January and June, ensuring broad participation. The promo is open to new and existing savings account holders and ends in September.
During the fifth draw held on June 17, four additional customers won the star prize of ₦1 million each, with 112 others also receiving cash prizes. The latest millionaires include Ranti Badmos from Lagos, Wilson Onoezikome in Kaduna, Esther Obafemi in Ijebu-Ode, Ogun State, and Israel Oruma in Asaba, Delta State.
Israel Oruma, a timber merchant, expressed his delight at winning, saying the prize would significantly support his business.
“This is a pleasant surprise. I have been facing financial challenges recently. The ₦1 million will go a long way in assisting me. I’m investing it in my business and will encourage all my staff, family, and friends to open an account with the Bank. Thank you, FCMB.”
Adetunji Lamidi, Divisional Head of Personal Banking at FCMB, said the Millionaire Promo reflects the bank’s broader mission to enable financial security and opportunity for everyday Nigerians.
“At a time when many are facing economic pressure, savings-driven initiatives like this shift the focus from getting by to making progress. It gives people a reason to save, rewards loyalty, and shows that banking helps create real-life impact.”
Speaking on the integrity of the selection process, Oyinkan Kusamotu, Principal Legal Officer at the Lagos State Lottery and Gaming Authority, stated: “It’s great to witness FCMB’s commitment to compliance, fairness, and transparency throughout the draw process, which builds trust with customers and stakeholders.”
To qualify for Season 10 of the FCMB Millionaire Promo, customers must increase their account balance by at least ₦10,000 and maintain it for 30 days to enter the monthly and seasonal draws. Each additional ₦10,000 saved increases the customer’s chances of winning. Dormant or inactive account holders can also participate by reactivating their accounts. Draws are held nationwide, giving everyone a fair opportunity to win.
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