Multi-level marketing, or MLM, has made much headway in terms of promotions and operations, and significantly increased its sales figures due to the integration of Internet MLM strategies in its business efforts. Also known as network marketing, direct selling, or referral marketing over the Web, online multi-level marketing uses the resources of the Internet as one of the tools in an arsenal of marketing strategy methods to boost promotions of MLM businesses. A marketing and sales scheme is enhanced with Internet MLM strategies, one that further promotes a business that pays promoters or users of the products of a certain company by how much sales each promoter generates, as well as the sales of his or her subordinate promoters or “downline.” The “downline” of one promoter or user includes the subsequent promoters recruited after the first has been recruited by another promoter or the company – these recruits become product distributors as well as promoters of the company and their services and products.

Internet MLM strategies take place when, instead of utilizing the traditional way of recruiting potential promoters in person, the promoter makes use of the company's online presence, his or her own personal website catering to the company's products or service, various means of Web communication to inform other people of the services and products offered and other related data to entice more members to join one's downline. These Internet MLM strategies may also be used to compound or fortify an existing multi-level marketing strategy based on traditional means, such as word-of-mouth buzz and personal referrals to market the products straight to the consumers and/or promote these to potential promoters and business partners.

Multi-level marketing promoters may also include salespersons, consultants, agents, franchise owners, associates, and dealers – these are the independent salespeople who represent companies who manufacture the products or provide the services. The basis for each promoter's salary varies, but is typically dependent on the number of units of products he or she sells, as well as the number of new agents or promoters he or she recruits as a promoter for the company.

Promoters basically utilize Internet MLM strategies to enlarge the number of people in their own downline and advertise services or products to potential hires, thus improving a customer base that purchases services or products directly from the company. Independent promoters or distributors can also gain revenue by purchasing products at wholesale rates from the mother company and selling this at retail for a larger profit.