As more companies and individuals explore Africa’s direct selling model through e-commerce, PRECIOUS IGBONWELUNDU reports that QNET, a global wellness and lifestyle brand, is championing the call for legislation and the formation of Direct Selling Associations (DSAs) to curb unethical practices, while empowering young people with gainful employment.
Two years after graduating from university with upper credits in Computer Science, 24-year-old Johnson Oludare was frustrated. He couldn’t find a job that matched his ambition. The young Ibadan resident had lost count of the number of resumes he had sent out without receiving a single reply. Johnson was at his wits’ end and considering relocation abroad when a life-changing encounter with a friend in 2019 altered his story.
“It was my friend who introduced me to QNET. Before then, I hadn’t heard of the company. But I guess fate wanted things to happen that way, and today I am better off. I lead a thriving network of independent representatives (IRs) across Lagos, Ibadan, and Port Harcourt. Joining QNET changed my life for good. It wasn’t a shortcut. It took a lot of hard work, but it works once you’re willing to put in the effort.
“I joined with just enough money to buy a basic product pack. I told myself I’d give it six months. That was four years ago,” he laughed, addressing a crowd of over 5,000 people in Lagos last year.
Today, Oludare travels across West Africa, training new recruits and mentoring high-performing teams.
Like Oludare, a young Indian named Nagesh held over 8,000 people spellbound last week as he shared his story at the Spice Arena on Penang Island, Malaysia, the venue for this year’s V-Malaysia Convention held from June 21 to 25.
Nagesh recounted tales of hardship, hunger, desperation, and an urgent need to raise money for his sick mother- all to no avail.
His endless financial struggles drove him into depression and near-suicidal thoughts until a chance meeting with his soon-to-be upline changed his path. He followed every directive religiously, convincing 12 people to join the business before he could get his own account and identity.
“Today, I earn a steady income and train thousands of young people. I’m standing before you today to speak because this is real. You can be here next year if you put in the work. The things that once seemed impossible now come easily to me. I’ve broken the chains of poverty and lack,” said an excited Nagesh.
The stories of these two men are far from anomalies. Across the world, particularly in emerging economies like Nigeria, where youth unemployment is rampant and the economy remains fragile, many young people, especially at the grassroots, are seeking financial freedom.
Recognising the potential within the global direct selling market, which is projected to reach a value of $204.89 billion by 2032, QNET has continued a quiet but powerful revolution across Nigeria and other developing economies, helping thousands of young people become entrepreneurs and escape poverty.
Across Africa, QNET is steadily disrupting traditional business models and rewriting the rules of economic empowerment on a continent grappling with record levels of youth unemployment. The company has found fertile ground in the entrepreneurial spirit of young people seeking financial independence and alternatives to traditional 9-to-5 jobs.
About QNET
Founded in 1998 by two friends, Vijay Eswaran and Joseph Bismark, QNET has its finance headquarters in Hong Kong and corporate head office in Kuala Lumpur, Malaysia. The company, one of several premium product and service providers under the QI Group, operates in over 30 countries with a strong presence in Africa, Asia, and the Middle East.
Unlike traditional retail businesses, QNET uses a direct selling model that eliminates middlemen, relying on a vast network of independent representatives (IRs) to market and sell its products.
“For many Africans, especially in underserved regions, QNET offers more than just products. It offers a platform to earn, learn, and grow,” said Deputy Chief Executive Officer for Africa, Jean Francois Huertas, during an interactive session with journalists on Penang Island.
A Digital Gateway for Grassroots Entrepreneurs
QNET’s business model emphasises accessibility. With just a smartphone and internet connection, anyone can register as an independent representative and begin selling a diverse portfolio of wellness, lifestyle, and personal care products.
“The beauty of QNET is its digital-first approach. You don’t need to rent a shop or stock inventory. The e-commerce platform handles logistics, and the representative focuses on relationship-building and sales,” said Chief Marketing Officer (CMO) Trevor Kuna in a session with distributors.
This low-barrier entry has opened doors for thousands of youths who previously lacked access to capital or business infrastructure. It has democratized entrepreneurship in a way uniquely suited to Africa’s economic terrain.
While consumers may purchase items like energy wellness devices, luxury watches, nutrition supplements, and water filtration systems, QNET’s real value lies in personal development. The company provides extensive training in leadership, digital marketing, communication, and financial literacy.
“We believe entrepreneurship is a mindset. We don’t just want people to sell products-we want to empower distributors to become business leaders. If you own the business, you won’t engage in criminal acts that would damage its reputation. You’ll realise that with hard work, you can make enough money that fraud won’t even cross your mind,” said QI Group’s Chief Communications Officer, Ramya Chandrasekaran.
Training is delivered through the QNET Virtual Office platform, regional mentorship programmes, and the flagship RYTHM Foundation (Raise Yourself To Help Mankind), which promotes capacity building, education, and empowerment for women and vulnerable groups in communities where QNET operates.
In Ghana, for example, the foundation renovated a school for the blind and deaf and constructed a paved walkway to keep students safe, embedding itself in Africa’s social development fabric.
Navigating Controversies and Clarifying Misconceptions
Despite its growing popularity, QNET has had to combat misinformation and regulatory confusion. In some countries, authorities have raised concerns over fraudulent individuals misrepresenting the company’s model. Critics often confuse legitimate direct selling with pyramid schemes.
To address this, QNET has doubled down on transparency and ethical selling, running public awareness campaigns and working closely with law enforcement and consumer protection agencies.
Since 2022, QNET has sponsored selected journalists to its annual V-Convention in Malaysia, offering them firsthand exposure and insight into its operations.
The company has consistently clarified that it is neither a money-doubling scheme nor a Ponzi scheme. It does not offer scholarships, visas, or jobs and does not request payments for such purposes.
“It’s a business like any other. It requires time, discipline, and continuous learning. We have products sold by registered distributors. We don’t advertise our products because that goes against direct selling rules,” Ramya added.
An Advocate for Direct Selling Laws and Associations
Concerned about misconceptions affecting its brand in West Africa, QNET has become a vocal advocate for legislation and the establishment of Direct Selling Associations (DSAs) across the region to regulate the industry.
The company believes that proper regulation will reduce fraud, protect consumers, and create structured business environments governed by law.
“The absence of a Direct Selling law is negatively affecting the industry in many African countries. South Africa has a Direct Selling Association, but many sub-Saharan countries do not. Legislation will help people understand the industry better, its responsibilities, stakeholder roles, and how to prevent exploitation,” said QNET.
Success Stories Across the Continent
From Lagos to Dakar, young people are building sustainable incomes through QNET.
In East Africa, 23-year-old university dropout Sharon Wambui from Nakuru, Kenya, said she now earns more than most government employees.
“QNET gave me a chance when no one else would. It’s not just about money. It’s about self-worth,” she said.
Beyond products and commissions, the appeal of QNET lies in the supportive community it fosters. Many IRs describe their teams as families—mutually supportive, growth-driven, and highly motivated.
Building a Pan-African Entrepreneurial Culture
Beyond individual success stories, QNET is nurturing a continent-wide entrepreneurial culture. Its operations span over 20 African countries, including Nigeria, Ghana, Cameroon, Ivory Coast, Togo, Guinea-Conakry, Benin Republic, Liberia, Sierra Leone, Tanzania, Uganda, and South Africa.
In many communities, QNET representatives host empowerment events to promote financial independence, goal-setting, and digital commerce.
A New Face of Entrepreneurship
As Africa stands at the cusp of demographic and economic transformation, companies like QNET are redefining what it means to be an entrepreneur. No longer limited to corporate boardrooms or tech startups, African entrepreneurship is becoming increasingly mobile, grassroots-based, and youth-driven.
QNET’s blend of technology, personal development, and social entrepreneurship makes it more than a business opportunity; it’s a movement.
“I used to think success meant a big job in a big company. Now I know success is building something meaningful, empowering others, and believing in your own power,” said Nakuru.
With thousands of young Africans echoing this sentiment, one thing is clear: QNET is not just shaping the direct selling industry; it is shaping Africa’s next generation of change makers.
