Direct selling platform Oriflame will resist quick commerce

Direct selling platform Oriflame is doubling down on its traditional model, choosing to resist the pressure of quick commerce. This means the company will not partner with rapid-delivery apps to sell its beauty products. Instead, it is focusing on digitizing its existing network of independent sellers to maintain control over its brand and customer experience.

This move is significant for investors as it highlights a strategic divergence from the broader retail trend. While many brands race to offer ultra-fast delivery, Oriflame is prioritizing the long-term growth of its direct-selling force. This could signal a stable, albeit slower, path to revenue growth that differs from the high-speed e-commerce sector.

Investors should watch how this strategy impacts Oriflame's sales volume and market share. The company needs to demonstrate that its digitized seller network can compete effectively with the convenience of quick commerce to maintain its growth trajectory.