In a significant move to address unemployment and economic challenges, global technology and wellness firm, QNET, has issued a strong appeal to governments across Sub-Saharan Africa, with a specific focus on Nigeria, Ghana, and Senegal. The company is urging for the establishment of a legal framework to support the direct selling industry, a channel it believes holds immense potential for job creation and economic empowerment.
The Call for Legal Backing in Direct Selling
Speaking with journalists in Lagos on 30 November 2025, the Regional General Manager for QNET Sub-Saharan Africa, Cherif Bassirou Abdoulaye, emphasized the critical need for proper legislation. He pointed out that while South Africa has a legal framework for direct selling, other nations in the region, including Nigeria, are yet to provide this crucial support. Abdoulaye stated that such legal backing is essential to unlock the full benefits of this retail model and protect its participants.
Direct selling is a method where products or services are sold to consumers directly, outside of a fixed retail location like a physical store. Abdoulaye highlighted that this model is a powerful tool for job creation, providing income opportunities for the teeming youthful and adult populations. He further explained that it expands professional networking and boosts individual creativity.
Wellness Tech: A Response to Modern Pressures
The QNET Chief connected the need for this economic model with contemporary health challenges. He noted that Nigeria's large youth demographic is particularly vulnerable to rising pollution, digital overload, and economic instability. However, he also identified them as highly responsive to solutions that offer both wellness benefits and income opportunities.
"People are dealing with environmental and digital pressures at the same time," Abdoulaye said. "Wellness technology provides practical support, and it also creates pathways for micro-entrepreneurship grounded in real products and transparency." He added that the recent Lagos expo was not merely a sales event but a platform for ethical empowerment, allowing consumers, regulators, and journalists to scrutinize the company’s operations.
Products and Partnership for a Healthier Lifestyle
Elaborating on the products designed to combat these modern stressors, the Regional Strategy and Marketing Manager for QNET SSA, Berni Gaksch, provided details. He explained that as pollution levels climb and smartphone dependency deepens in major Nigerian cities, consumers are increasingly seeking relief through wellness technology.
Gaksch stated that QNET’s wellness line, which includes the BioDisc, Chi Pendant, and E-Guard X, is built on what the company calls the "science of nature." These products utilize technologies like structured water, geometry, and resonance to help mitigate the impact of everyday radiation and environmental stressors. He emphasized that these claims are supported by international certifications and an ongoing research partnership with Covenant University.
Gaksch also tied the growing interest in wellness tech to broader youth trends. With traditional employment failing to absorb the fast-rising number of young people, many are exploring low-barrier entrepreneurship models like product-based direct selling. This allows them to earn an income while engaging with products they use and believe in themselves.
In conclusion, QNET's rallying cry underscores a dual strategy: advocating for a supportive legal environment for direct selling while promoting wellness technology as a viable solution to both health concerns and the pressing need for sustainable job creation in Nigeria and Sub-Saharan Africa.
