Asociación Mexicana de Ventas Directas

What Asociación Mexicana de Ventas Directas does

Asociación Mexicana de Ventas Directas A.C. (AMVD) is a Mexican non-profit civil association (Asociación Civil) founded in 1966 by Avon, Stanhome, and Tupperware to represent the direct selling industry in Mexico. Headquartered in Mexico City (Del Valle), it operates as a membership-based trade body with two tiers: 34 Active Members (direct selling companies) and 19 Collaborative Members (industry suppliers such as fragrance houses, logistics providers, and technology vendors). The association is a founding member of the World Federation of Direct Selling Associations (WFDSA, since 1978) and a member of CONCAMIN (since 2000). Its member companies collectively represent approximately 85% of direct sales in Mexico and contributed MXN 46.8 billion of an MXN 88.6 billion total industry in 2024.

AMVD's core 'products' are association services rather than goods: the AMVD-WFDSA Code of Ethics Certification Program, an annual Direct Selling Market Study ('Estudio de Mercado de la Venta Directa'), a self-regulation Complaint Handling Procedure administered by an independent ethics administrator (Dr. David Merino Téllez), an online continuing training platform, and an annual industry convention. There is no proprietary technology platform; AMVD's primary digital assets are its website (amvd.org.mx) and downloadable regulatory compilations.

AMVD's revenue model is annual tiered membership dues denominated in Mexican pesos: Active Member fees range from MXN $39,500 (net sales under MXN 69.9M) to MXN $82,000 (MXN 70M-345M sales) up to MXN $169,200 (over MXN 345M in sales), while Collaborative Members pay a flat MXN $39,500. Distribution is direct to enterprise member companies through committees, events, training, and one-to-one advisory; the association does not sell products. Marketing channels are the website, the annual convention, training programs, the market study, and WFDSA international networks — primarily top-of-funnel and member-retention rather than consumer-facing acquisition.

Name

Asociación Mexicana de Ventas Directas

Legal name

Asociación Mexicana de Ventas Directas A.C.

Website

https://amvd.org.mx

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

51–100 employees

Short description

Asociación Mexicana de Ventas Directas (AMVD) is a Mexican non-profit trade association founded in 1966 that represents 34 direct-selling companies and 19 supplier members, providing ethics certification, market research, training, and regulatory advocacy for the Mexican direct selling industry.

Ownership category

akta.pro rank

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Annual Membership Dues (Cuotas): AMVD generates revenue through annual membership fees paid by two categories of members: (1) Active Members — direct selling companies whose fees are tiered based on net sales volume, ranging from MXN $39,500 to MXN $169,200 per year; and (2) Collaborative Members — supplier/service provider companies paying a flat annual fee of MXN $39,500. Fees are denominated in Mexican pesos and do not include VAT.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Asociación Mexicana de Ventas Directas (AMVD) is a non-profit trade association that delivers membership-based services to direct selling companies operating in Mexico. Its core offerings include annual membership representation, an AMVD-WFDSA Code of Ethics certification program, an independent ethics complaint-handling procedure, an annual Direct Selling Market Study (Estudio de Mercado de la Venta Directa), online continuing training, and regulatory advocacy with Mexican authorities (PROFECO, COFEPRIS, SE, STPS, CONAMIN).

Product overview

Asociación Mexicana de Ventas Directas (AMVD) is a non-profit trade association, not a product company. It provides membership services to direct selling companies including ethics code certification, annual market research studies, online training programs, complaint handling procedures, regulatory guidance, networking events, and industry representation. The association represents both Active members (direct selling companies) and Collaborating members (industry suppliers), operating under the AMVD-WFDSA Code of Ethics framework.

Differentiator

Problem solved

Functional benefit

Products and services

• AMVD Membership Services Trade association membership for direct selling companies in Mexico, providing industry representation, regulatory advocacy, ethics certification, market research, training programs, and peer networking. Available to two categories of members: Active Members (direct selling companies, fees tiered by net sales volume from MXN $39,500 to MXN $169,200 per year) and Collaborative Members (suppliers/service providers, flat MXN $39,500 per year).
• AMVD-WFDSA Code of Ethics Certification Program Certification program for direct selling companies operating in Mexico, aligned with the World Federation of Direct Selling Associations (WFDSA) global Code of Ethics framework. Recognizes companies that implement, communicate, and promote the Code of Ethics covering consumer protection, fair competition, and industry conduct standards.
• Annual Direct Selling Market Study (Estudio de Mercado de la Venta Directa) Annual proprietary market research study of the Mexican direct selling industry, providing sales volume statistics, growth rates, and demographic data. The 2024 study reported total Mexican direct selling industry sales of 88,574 million pesos, with member companies contributing 46,840 million pesos and the industry growing 1.2% versus 2023.
• Online Continuing Training Program (Capacitación Continua en Línea) E-learning platform for AMVD member company representatives covering direct selling principles, administrative topics, regulatory aspects, advertising guidelines, labeling, and consumer protection.
• Code of Ethics Complaint Handling Procedure Self-regulation complaint-handling process for AMVD member companies administered by an independent Code of Ethics administrator. Receives and adjudicates complaints related to potential breaches of the AMVD Code of Ethics, providing consumer protection and fair competition enforcement within the AMVD membership.

Quantifiable outcome

• 88,574 million pesos in total Mexican direct selling industry sales (2024), with AMVD members representing approximately 46,840 million pesos
• +1 more outcomes

Named customers34 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, flagship and supporting.

• Confederación de Cámaras Industriales de los Estados Unidos Mexicanos (CONCAMIN)coreStrategic or Co-development Partner · 1 January 2000AMVD has been a member of CONCAMIN since 2000. CONCAMIN is the main business confederation in Mexico, providing AMVD with broader industry representation and access to industrial policy advocacy channels.
• World Federation of Direct Selling Associations (WFDSA)flagshipStrategic or Co-development Partner · 1 January 1978AMVD has been an active member of the WFDSA since its founding in 1978 in Washington D.C. WFDSA currently has more than 60 member associations worldwide. AMVD participates in international events, receives global industry intelligence, and contributes to worldwide direct selling advocacy through this partnership. The WFDSA Code of Ethics forms the basis of AMVD's ethics certification program.
• Direct Selling Association USA (DSA)coreStrategic or Co-development PartnerAMVD maintains a close relationship with the US Direct Selling Association, evidenced by its DSA Platinum Member status for 2024.
• Regional Latin American Direct Selling AssociationssupportingStrategic or Co-development PartnerAMVD is connected with direct selling associations across Latin America including ABEVD (Brazil), ACOVEDI (Colombia), ASOEM (Bolivia), ACEVED (Costa Rica), AVD (Spain/Ecuador branch), AEVD (Ecuador), AGEVD (Guatemala), APAVEDI (Panama), CAVEDI (Argentina), Cámara de Venta Directa de Chile, and CAPEVEDI (Peru), facilitating regional cooperation and best practice sharing.
• Estafeta MexicanasupportingChannel Partner/ Reseller/ DistributorEstafeta is a 100% Mexican logistics integrator serving as a Collaborative Member of AMVD. It provides distribution and logistics services to AMVD's direct selling member companies, with a network covering 95% of the Mexican population and 220+ countries internationally.
• NetzensupportingTechnology or IntegrationNetzen is listed as a Collaborative Member specializing in business intelligence technology solutions and digital tools for the direct selling industry. It also offers a Diploma in High-Risk Management in partnership with Universidad Anáhuac.
• EMMAX Diagnóstico de EmpresassupportingTechnology or IntegrationEMMAX is a Collaborative Member providing software development services with a focus on customer experience. It offers products for call center request management, NOM-035 compliance, and WhatsApp marketing campaigns.
• Mexican Government Regulatory BodiesflagshipStrategic or Co-development PartnerAMVD maintains ongoing dialogue with regulatory bodies including COFEPRIS (health regulatory), PROFECO (consumer protection), SE (Economy), STPS (Labor), SHCP (Treasury), CONAMER (regulatory improvement), and IMSS (social security). AMVD participates in regulatory framework development for direct selling in Mexico.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Regional players

• CAVEDI (Cámara Argentina de Venta Directa): Argentina's direct selling industry chamber and a WFDSA member listed in AMVD's LatAm partner network. Provides the same self-regulatory, advocacy, and market-intelligence services for Argentine direct sellers as AMVD does for Mexican ones.
• SELDIA (European Direct Selling Association): Brussels-based European federation of national direct selling associations serving as the regional equivalent of AMVD's continental role. Operates the same WFDSA-aligned Code of Ethics, regulatory advocacy, and industry data publishing functions across EU markets.
• KDSA (Korea Direct Selling Association): Korea's direct selling trade body and WFDSA counterpart. Operates the same member certification, ethics code enforcement, and market data publishing model as AMVD, serving Korean direct sellers including major Korean-origin MLMs.
• Direct Selling Association of Australia (DSAA): Australia's national direct selling trade association and fellow WFDSA member. Operates the same member-dues, code-of-ethics certification, and government advocacy functions as AMVD, with comparable membership tiering and industry-data publishing.
• ABEVD (Associação Brasileira de Empresas de Vendas Diretas): Brazil's national direct selling trade association and AMVD's largest LatAm counterpart. Operates a near-identical membership dues model, WFDSA-aligned Code of Ethics, and government advocacy role — directly comparable structure for the largest direct selling market in Latin America.
• Direct Selling Association of India (DSAI): India's national direct selling association and a WFDSA peer. Comparable in mandate (self-regulation, ethics code, government advocacy, market intelligence) but operates in a much larger and faster-growing direct selling market than AMVD's Mexican footprint.
• Cámara de Venta Directa de Chile: Chile's national direct selling chamber, a regional peer association operating under the WFDSA framework with an analogous member-driven advocacy and self-regulation model serving Chilean direct sellers.

Direct peers

• Direct Selling Association (DSA): The US national trade association for direct selling companies. The most established and structurally identical counterpart to AMVD, sharing the same Code of Ethics framework (via WFDSA), member-tier dues structure, and government advocacy mandate. AMVD is a DSA Platinum Member.

Broad incumbents

• World Federation of Direct Selling Associations (WFDSA): The global umbrella federation of national direct selling associations, of which AMVD has been a member since 1978. WFDSA sets the global Code of Ethics that AMVD implements locally and coordinates cross-border policy and market intelligence for the industry.
• CONCAMIN (Confederación de Cámaras Industriales de los Estados Unidos Mexicanos): Mexico's principal business/industrial confederation, of which AMVD has been a member since 2000. While not direct-selling specific, it provides AMVD with broader industrial-policy access and serves as a domestic incumbent counterpart for cross-sector business advocacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asociación Mexicana de Ventas Directas