Direct selling: tackling the challenge of women’s inclusion within the base of the pyramid (BOP) labour market during COVID era

The exclusion of women from the labour market continues to be one of the leading causes of poverty within the base of pyramid (BOP) labour market. Using Kabeer’s women empowerment framework, this research aggregates some support that direct selling may be a pathway to increase the inclusion of women within the BOP labour market and alleviate poverty; the complexities presented by the COVID-19 pandemic provide a unique context to test this proposition. Drawing on the social constructivist approach, we conducted semi-structured interviews with women engaged in direct selling in the BOP market in a Middle Eastern country. The study revealed four key themes throughout the participants’ narratives of their experience working in direct selling businesses within the context of COVID-19. These themes are agency, resources, achievement, and precarious work. Our study also explored how the pandemic facilitated the female labour force’s inclusion within the direct selling business in the BOP labour market. We concluded that engaging in direct selling has promoted the inclusion of women in labour markets; however, direct selling is still not considered a secure employment option, and direct sellers are exposed to poor pay, employment insecurity, and lack of employment benefits.