Psychology in network marketing: 5 cognitive biases you can use (ethically)

On the Hungarian market the picture differs somewhat from the global one. According to a recent NAV analysis, the combined revenue of the top 10 MLM companies active in Hungary was 178 billion forints in 2025, an increase of 8.3% over the previous year. The engine of this growth is Herbalife and Forever Living, both of which build on a strong Hungarian distributor base.

Details and figures

The rise of digital channels is an irreversible trend. TikTok Shop, Instagram Shopping and the WhatsApp Business API now account for 30-40% of the top MLM companies' sales, and this share is growing fast. The question is no longer whether to get involved, but how effectively.

The 2026 industry turning point was not a single event, but the emergence of a new standard. The winners will be those who adapted first.

What does this mean for the market?

Sharpening competition also brings a restructuring of compensation plans with it. Several leading companies have adjusted their compensation schemes over the past 12 months, generally in order to improve the motivation of active sellers and to filter out passive free riders. The changes typically affect the mid-level ladder the most.

The next 12 months

One of the challenges of the coming decade is managing the generational shift: the Boomer and Generation X distributor base is ageing, while Generation Z and Alpha can be reached through different channels and with different narratives. Whoever guides their company through this transition will be the winner of the 2030s.