Driving Innovation & Inclusion in France’s Direct Selling Sector
Frédéric Billon’s career is a compelling example of strategic evolution, from archival science to digital entrepreneurship to industry leadership. As the current Executive Director of France’s Direct Selling Association (Fédération de la Vente Directe, or FVD), he is at the forefront of a sector in transition, championing innovation, resilience, and professional empowerment. His unconventional path into direct selling is precisely what makes his perspective both distinctive and instructive.
From Knowledge Management to Business Leadership
Frederic began his professional journey as a librarian albeit one with a passion for technology and systems design. “I specialised early in digital knowledge management,” he explains. “At a time when institutions were beginning to digitise their archives, my role was not only to scan documents but to structure and index them for efficient retrieval. That was a critical challenge at the time.”
This led to the founding of his first company in the 1990s, headquartered between Miami and the Dominican Republic, with branches in the French Caribbean. The business provided B2B knowledge management services to institutional clients across France and Latin America, including National and scientific libraries. But as digital giants like Google entered the space with highly automated and often free services, Frederic realised the market was shifting.
“We couldn’t compete on scale or cost, so we transitioned into e-commerce,” he says. It was a prescient move. As digital commerce matured, his firm began developing e-commerce platforms for natural products companies. One client, impressed by his strategic insight, asked him to join their leadership team — a decision that would shape the next decade of his career.
E-Commerce Success and the Seeds of Direct Selling
Relocating to France for family reasons, Frederic became Chief Technology Officer of the company. Over the next 11 years, he helped drive a 100% increase in turnover by building robust B2B and B2C e-commerce operations.But in 2017, the company was acquired, and the new ownership’s strategic direction diverged from his vision particularly his growing belief in direct selling.
“In sectors like supplements and cosmetics, the consumer needs guidance,” he explains. “Direct selling offers that human connection. We had considered launching our own direct selling brand, but the idea was not supported. So I chose to move on.”
Leadership at Just France
In 2018, Frederic was recruited by Just, a Swiss cosmetics company with operations in over 47 countries, to lead their French subsidiary. It was a transformative experience. “It confirmed everything I believed,” he says. “Direct selling is more than a distribution model. It’s a lens through which we can understand the future of consumer engagement.”
For Frederic, the model’s strength lies in what he terms the “prosumer” a privileged consumer who is also a brand advocate, advisor, or micro-entrepreneur.
“If companies fail to integrate these prosumers into their product development, marketing, and sales strategies, they risk losing relevance,” he argues.
His leadership at Just France was marked by consistent growth, including during the COVID-19 pandemic and deepened his conviction in the strategic value of direct selling.
Steering the French Direct Selling Association
In 2022, Frederic was approached to apply for the role of Executive Director of FVD, France’s national association for direct selling companies. Despite enjoying his role at Just, the opportunity to influence the sector at a national level was compelling.
“I was frustrated by how little recognition the direct selling model received from policymakers,” he says. “It creates real economic opportunity, especially for individuals with limited formal education. With the right support, anyone can thrive.”
Selected by a board of 15 company executives, Frederic now leads an association of more than 110 member companies, making it one of the most active and influential direct selling bodies globally.
Market Outlook: Sector Growth and Strategic Divergence
Despite its size and structure, the French direct selling sector, like many others, faces volatility. Some categories, such as home improvement, real estate, and wellness, continue to grow. Others, notably fashion, are under pressure from economic constraints and online fast-fashion giants.
“We calculate a stable turnover for the sector in 2024,” Frederic notes. “However, this varies widely by product category and company maturity. Aggregate numbers don’t tell the full story.”
He stresses the importance of understanding market context. “Direct selling is proving more resilient than traditional retail or e-commerce in many cases. But success depends on the company’s ability to adapt its strategy and maintain close ties with both sellers and customers.”
The Leadership Challenge
One of the most persistent challenges in the sector is the shortage of individuals willing and able to transition from top-performing sellers to team leaders.
“Leadership development is the critical issue,” says Frederic. “Companies that actively invest in identifying, training, and retaining leaders tend to outperform.”
He cautions against over-reliance on digital training tools. “Online platforms have their place, but they cannot replace face-to-face engagement. Human connection remains central to seller motivation and retention.”
Strategic Missteps: Over-Targeting Younger Demographics
Another pitfall he observes is the growing trend of companies investing heavily in recruiting younger consumers and potential sellers often without a clear product fit.“There’s a demographic mismatch,” he says. “You cannot build sustainable sales networks by targeting individuals who don’t use or value your products.” Instead, he recommends focusing on existing consumer and seller profiles. “Many companies would benefit from investing in their core audience, often women aged 40 and above. They have purchasing power, loyalty, and are more likely to convert into productive sellers and leaders.”
Technology and AI: Opportunity and Risk
When asked about the role of AI, Frederic is pragmatic. “AI can certainly enhance efficiency in scheduling, content creation, data management but it’s just a tool. What we must protect is authenticity.” He warns that over-reliance on AI-generated language could erode one of direct selling’s key strengths: relatable, human communication.“The trust between seller and buyer is built on shared language, tone, and experience. If AI scripts replace personal expression, we risk weakening that bond.”
Personal Philosophy and Leadership Style
Frederic attributes much of his perspective to his early exposure to business his father was a kitchen salesman, and his lifelong respect for the commercial relationship.“Commerce is not just a transaction,” he says. “It’s a form of connection. Selling done well is collaborative, consultative, and rooted in trust.” This belief underpins his leadership of the FVD, where he sees the association’s role as one of advocacy, education, and support for the entire value chain, from executives to entry-level sellers.
Work-Life Balance and Perspective
Now based in Paris, Frederic tries to stay active outside of work through running and walking and takes full advantage of the city’s cultural richness when he can.
But he’s candid about the demands of his current role. “It’s not as operationally intense as running a company, but it requires a high level of responsiveness. We’re the central point of contact for companies, media, policymakers and that demands preparation, awareness, and time.”
Still, the mission keeps him motivated.
“We are here to elevate the status of direct sellers, to ensure they’re recognised for the value they bring. That’s a responsibility I take seriously.”
To learn more about the French Direct Selling Association visit https://www.fvd.fr/la-fvd/
Elevate Your Direct Selling Leadership with Meridian MMI
Meridian MMI stands as a leading direct selling industry specialist, boasting a rich history of successfully partnering with organisations across Europe. We excel in executive recruitment and middle management talent acquisition, helping direct selling and retail businesses secure top-tier professionals.
Our contemporary recruitment methodology is designed for precision, incorporating criteria-led questioning and psychometric profiling to enhance both recruitment and assessment centres. Beyond our renowned executive search services, we’ve expanded our expertise to offer comprehensive consultancy services.
In recent years, our direct selling and retail consultancy practice has sought to provide invaluable strategic guidance on critical areas, including business development, sales, marketing, leadership training, pricing, and compensation plan re-engineering and optimisation.
Partner with Meridian MMI to navigate the complexities of talent acquisition and strategic growth within the direct selling sector.