Since direct selling was introduced in Italy in the late fifties, it has enjoyed excellent acceptance by both business builders and consumers. This is due to the country’s intrinsic factors: its culture of open-mindedness, its propensity to independent commercial activities, and its 60.8 million inhabitants spread across the territory in densely populated areas facilitate relationships and personal interaction. Not surprisingly, Italy is seeing a constantly growing presence of both national and international direct selling companies doing the equivalent of over $3.24 billion, making Italy the third country in Europe in terms of sales volume and the sixth country based on the number of consultants, estimated at 406,000. Direct sales is the only economic sector in Italy that for ten consecutive years has been growing, even during times of overall economic slowdown and increased unemployment.