Employment
114,655
Total employees (Census CBP)
Retail Trade ·NAICS 454390
NAICS 454390 · IRS SOI 2023 · Census CBP
Other Direct Selling Establishments - Industry Benchmarks
$49,808/yr average annual pay, with 514 SBA loans on record for NAICS 454390.
- 22K
- Establishments
- 115K
- Workers employed
- $49,808/yr
- Avg payroll / employee
- $292M
- SBA lending, FY20–26
Data updated July 2026
The verdict · NAICS 454390
California leads Other Direct Selling Establishments activity nationally, across 22K establishments employing 115K workers. IRS SOI doesn't publish margin data at this NAICS level.
- 22K
- Business establishments (Census)
- 115K
- Workers employed (Census CBP)
- $49,808/yr
- Avg payroll / employee
- $292M
- SBA lending, FY20–26
Benchmarking Insights for Other Direct Selling Establishments
Other Direct Selling Establishments sits inside Retail Trade.
22,088 establishments employ 114,655 workers (5.2/location) at $49,808/yr average annual pay. California leads employment, followed by Florida and Texas.
Avg Payroll / Employee
$49,808/yr
Annual compensation
Establishments
22,088
Business locations
Release-over-release change
What changed from Census CBP 2022 to 2023
Employment decreased by 5,520; establishment count decreased by 2,232. This comparison uses two published national Census County Business Patterns releases; suppressed fields are omitted rather than estimated.
Workforce scale
Financial Detail
- Annual Payroll (Total)
- $5.7B
- Avg Employees per Establishment
- 5.2
Top States by Employment
| State | Employment |
|---|---|
| California | 12,966 |
| Florida | 9,981 |
| Texas | 8,837 |
| New York | 6,210 |
| Pennsylvania | 4,055 |
| Illinois | 3,871 |
| Ohio | 3,706 |
| New Jersey | 3,694 |
| North Carolina | 3,577 |
| Utah | 3,396 |
Showing top 10 of 51 states
SBA Lending Activity
SBA FY2020–2026SBA Loans Approved
514
Total Loan Volume
$292M
Avg Loan Size
$569K
Jobs Supported
3,753
Program Breakdown
7(a) 419 (82%)
504 95 (18%)
Top SBA Lender
BayFirst National Bank
29 loans in this industry
New Business Share
14.2% of borrowers were new/startup businesses
Annual Lending Trend (7 yrs)
2020 166
2021 212
2022 86
2023 33
2024 10
2025 6
2026 1
Frequently Asked Questions
How many businesses are in Other Direct Selling Establishments?
22,088 business establishments. Together they employ 114,655 workers.
What is the average payroll per employee in Other Direct Selling Establishments?
$49,808/yr average annual pay per employee. Businesses average 5.2 employees per establishment.
Which states have the most Other Direct Selling Establishments employment?
California leads with 12,966 workers. Florida (9,981) and Texas (8,837) round out the top three.
How much SBA lending does Other Direct Selling Establishments receive?
Other Direct Selling Establishments businesses received 514 SBA loans totaling $292 million between FY2020 and FY2026. The average loan size was $569K. These loans supported 3,753 jobs at origination. Most lending (82%) came through the SBA 7(a) program.
Comparable industry benchmarks
These links are calculated from the current national dataset. They are comparison paths, not recommendations or evidence that businesses operate alike.
How this ranks: Its Census employment total exceeds 76% of that same 801-industry cohort. Calculated by ranking this industry's reported value against every other industry at the same NAICS digit-level, not the whole dataset: comparing a 6-digit detail industry to a 2-digit sector would mix incompatible scales.
Closest workforce scale
Same NAICS detail level, ordered by the smallest difference in reported Census employment.
Benchmarking Other Direct Selling Establishments
- No margin data, check the parent industry. Browse Retail Trade
- 22,088 establishments, 114,655 workers. Payroll benchmarks
- 514 SBA loans on record. SBA lending rankings
Disclaimer: Public IRS/Census data, not financial or tax advice. See our full disclaimer.
Sources: IRS Statistics of Income (SOI) Business Tax Statistics · Census Bureau County Business Patterns 2023
NAICS 454390 · Data year: 2023
According to the U.S. Census Bureau, which released its 2023 County Business Patterns dataset in June 2025, PlainBizBench benchmarks 2,002 U.S. industries against Internal Revenue Service Statistics of Income data. See our methodology for the full compilation process.
Read our methodology - how this data is sourced, computed, and verified.
Source: U.S. Census Bureau, County Business Patterns / SUSB Industry employment scale, payroll, and firm-size benchmarks · 2023
Every figure on PlainBizBench is rendered directly from federal source data, no number is typed in by an editor. This page aggregates profit-margin, payroll, entity-type, and SBA-lending benchmarks for this industry, live from the dataset. See our editorial standards & corrections policy, the methodology behind these numbers, or report a data error.
Disclaimer: Public IRS/Census data, not financial or tax advice. See our full disclaimer.