Direct selling is a business model where products or services are marketed and sold directly to consumers outside of a retail environment. This model often involves independent representatives or consultants who sell directly to their personal network or through one-on-one sales. This review article explores the core principles of direct selling, the benefits and challenges it poses for sellers and consumers, as well as the regulatory landscape that governs the industry. Additionally, it examines the role of direct selling in modern economies, especially with the rise of digital tools, social media, and e-commerce platforms. The article aims to provide a comprehensive overview of direct selling as a viable business model and its ethical considerations.