The multi-level marketing sector has stabilized in its operations

As of the end of April 2026, there are currently 15 enterprises nationwide holding certificates of registration for multi-level marketing activities, a decrease of four enterprises compared to 2024. The total number of participants in multi-level marketing activities reached 652,184 people, down approximately 6% compared to 2024. Total industry revenue in 2025 was estimated at around VND 15,096 billion, also down about 6% compared to the previous year. The downward trend in industry revenue has continued consistently since 2022.

Tax contributions from multi-level marketing enterprises to the state budget in 2025 exceeded VND 2,306 billion. In 2025, Herbalife Vietnam recorded the highest revenue, exceeding VND 8,314 billion, accounting for more than 55% of the total industry revenue. It was followed by companies such as Amway Vietnam, Care For Vietnam, Nu Skin, and Unicity Marketing.

Revenue within the multi-level marketing sector continues to be primarily driven by functional food products, accounting for approximately 87.7% of total revenue. Cosmetics account for around 4.7%, while household goods, fashion items, equipment, and other products make up approximately 7.6%.

The average commission and bonus income received by each active participant in 2025 was approximately VND 11.42 million per person, equivalent to 9% of the national per capita income for the year.

It can be observed that although indicators such as the number of enterprises, revenue, and participant numbers have slightly declined, the multi-level marketing industry is gradually stabilizing, with a smaller number of enterprises operating in a more substantive retail-oriented manner, delivering goods to consumers with actual demand.

State management effectiveness over multi-level marketing activities continues to be maintained

In 2025, state management of multi-level marketing activities continued to be strengthened and consolidated, focusing on several key tasks.

The legal framework governing multi-level marketing activities has been further improved toward greater decentralization and simplification of administrative procedures, with the issuance of (i) Decree No. 146/2025/ND-CP dated June 15, 2025, on decentralization and delegation of authority in the industry and trade sector, and (ii) Decree No. 137/2026/ND-CP dated April 7, 2026, on the management of multi-level marketing business activities.

During 2025, the National Competition Commission (NCC) promoted the provision of online public services for administrative procedures in the multi-level marketing sector. All applications were processed on time, strictly, and in accordance with legal regulations.

Post-inspection activities were actively and effectively carried out by the NCC through six inspection teams, resulting in administrative sanctions imposed on six enterprises with total fines exceeding VND 1.3 billion. The Ministry of Industry and Trade also conducted inspections on law enforcement monitoring at nine provincial Departments of Industry and Trade, thereby promptly capturing local implementation conditions, difficulties, obstacles, recommendations, and proposals, serving as a basis for further legal review and amendment.

However, post-inspection enforcement at the local level has not been highly effective. According to reports, few localities have detected or handled violations in multi-level marketing activities.

In 2025, the NCC also closely and effectively coordinated with police forces at various levels in combating crimes related to multi-level marketing business activities. The NCC proactively reviewed, collected information, and transferred nine cases with signs of criminal violations related to multi-level marketing activities to competent police authorities. It also coordinated with police agencies in multiple localities to provide information and verify 41 suspected multi-level marketing-related business models.

Several cases have been prosecuted for offenses including violations of regulations on multi-level marketing business (Article 217a of the Penal Code), the use of computer networks and telecommunications means to commit asset appropriation (with multi-level marketing-related methods) (Article 290 of the Penal Code), and fraud and asset appropriation (Article 174 of the Penal Code).

In addition, legal dissemination and public awareness activities continued to be emphasized and implemented in diverse forms among various target groups, helping to raise awareness among citizens, enterprises, and relevant organizations. As a result, licensed multi-level marketing activities have generally operated in a stable and orderly manner, significantly reducing complaints and petitions compared to previous periods.

In 2025, state management of multi-level marketing activities at the local level continued to be implemented in a synchronized and regular manner, achieving positive results across multiple aspects. Difficulties and obstacles arising after provincial mergers and the implementation of decentralization and delegation of authority were promptly addressed and guided by the NCC through various channels.

Overall, the multi-level marketing industry in 2025 remained relatively stable, with no serious or complex cases detected. This outcome reflects the synchronized, decisive, and effective implementation of state management solutions for multi-level marketing activities from central to local levels.