The history of MLM (Multi-Level Marketing) can be traced back to the mid-20th century when the concept of network marketing began to take shape. Here are key milestones and developments in the history of MLM:
Early Precursors: While MLM as we know it today emerged in the mid-20th century, there were earlier forms of direct selling and network marketing. For instance, companies like Avon (founded in 1886) and Tupperware (founded in 1948) employed direct selling models that involved independent sales representatives.
Nutrilite and California Vitamins: In the late 1940s, Nutrilite and California Vitamins pioneered the model that would later be recognized as MLM. These companies focused on selling nutritional supplements through a network of distributors who earned commissions not only from their own sales but also from the sales made by the distributors they recruited.
Amway: In 1959, Rich DeVos and Jay Van Andel founded Amway, which went on to become one of the most prominent and successful MLM companies. Amway further refined the MLM model by introducing a compensation plan that emphasized building a downline network and earning commissions based on the sales volume generated by the entire network.
Growth and Popularity: MLM gained popularity throughout the 1970s and 1980s as more companies adopted the MLM business model. Numerous MLM companies emerged during this time, offering products in various industries such as health, wellness, cosmetics, and household goods.
Regulation and Scrutiny: MLM faced increased regulatory scrutiny and criticism in the 1990s due to concerns about pyramid schemes and deceptive business practices. The Federal Trade Commission (FTC) in the United States took legal action against several MLM companies, leading to the establishment of guidelines and legal precedents regarding MLM operations.
MLM Associations: MLM associations, such as the Direct Selling Association (DSA) in the United States, were formed to promote ethical practices, self-regulation, and advocacy for the MLM industry. These associations work to establish standards, provide education, and protect the interests of MLM companies and distributors.
International Expansion: MLM expanded globally, with companies establishing operations in various countries around the world. MLM companies found success in markets across Asia, Europe, and other regions, adapting their business models to local regulations and cultural nuances.
Ongoing Evolution: MLM continues to evolve and adapt to changing business and consumer landscapes. With the rise of the internet and social media, MLM companies have integrated online platforms and e-commerce strategies into their business models, allowing distributors to expand their reach and operate more efficiently.