Globally, the industry is growing strongly (USD 183 billion in sales, 103 million participants), but in Croatia sales fell by 24% between 2010 and 2015 due to tax, regulatory, and administrative barriers.

AmCham recommendations:

1. Develop a legal framework – reintroduce definitions and rules for direct selling into the Trade Act and related regulations.
2. Fairer taxation – introduce a non-taxable threshold for occasional activities, recognize expenses, and apply lower tax rates, following EU best practices.
3. Remove administrative barriers – reduce mandatory contributions, simplify registration, and ease conditions for foreign companies.

The goal is to stimulate self-employment, flexible work, and entrepreneurship, enhance industry competitiveness, and increase state revenues and consumption.