A bustling 18th-century Lyon marketplace, illustrating the city's silk trade and the journeys of 'commis voyageurs' to European markets.

Selling Silk: The Rise of Traveling Salesmen in 18th Century Lyon

Soraya Malik in Business & Economy June 2025 • 4 min read.

"Discover how Lyon's silk merchants leveraged 'commis voyageurs' to dominate the fashion markets and drive economic growth in 18th-century Europe."

In the vibrant world of 18th-century Lyon, silk wasn't just a fabric; it was the lifeblood of the city's economy. As demand for luxurious textiles and fashionable goods soared, Lyon's merchants sought innovative ways to expand their reach and increase sales. Central to this expansion was the strategic use of traveling salesmen, known as "commis voyageurs." These individuals weren't mere peddlers; they were vital agents who connected Lyon's silk industry with the broader European market.

Unlike modern sales representatives armed with smartphones and CRM software, these 18th-century salesmen operated in a world of horse-drawn carriages, handwritten ledgers, and personal networks. Their role was multifaceted, involving everything from securing orders and managing client relationships to gathering market intelligence and even acting as bankers.

The success of Lyon's silk industry hinged on the effectiveness of these traveling salesmen. Navigating challenging routes, unpredictable weather, and the complexities of international trade, they embodied the spirit of enterprise and innovation. Their stories, gleaned from historical archives, provide a fascinating glimpse into the economic and social dynamics of the 18th century.

The Backbone of Lyon's Silk Empire

A bustling 18th-century Lyon marketplace, illustrating the city's silk trade and the journeys of 'commis voyageurs' to European markets.

Lyon’s silk industry experienced massive growth during the 18th century. Starting with 2,000 looms employing 10,000 people in 1660, it ballooned to 10,000 looms manned by 30,000 to 35,000 workers by mid-century. On the eve of the French Revolution, 15,000 looms provided work for around 50,000 individuals out of a total population of 150,000. A relatively small group of about thirty merchants bought raw silk, while a larger set of 300 to 400 manufacturer-merchants transformed that silk into fabric to sell.

These manufacturer-merchants, though lesser known today, were at the heart of Lyon’s silk trade. They took significant risks by anticipating consumer desires and investing in innovative designs. However, they were not merely traders in silk, but bankers, agents, and financiers. To make sure business operated in smooth manner they:

Accepted deposits
Settled bills of exchange
Recovered remittances
Discounted and negotiated letters of credit

These merchants often operated with limited capital. Many rented space for their operations, using furnishings as makeshift banks and relying on credit and the circulation of letters of exchange. With silk purchases often settled 18 months after acquisition and sales nine months after, they were vulnerable to market fluctuations, unsold goods, and payment defaults. Jean Peyrot estimates the annual sales of the Fayet enterprise at 100,000 livres, which was around the average for Lyon’s manufacturer-merchants.

The End of an Era

The landscape shifted dramatically in the 19th century. Increased competition from Prussia, Switzerland, Italy, and Austria created new customs barriers across Europe. Lyon's silk sales became primarily focused on England and the United States. The rise of factories and the advent of more modern sales techniques gradually diminished the role of the commis voyageur, marking the end of an era. The commis voyageurs facilitated a golden age that helped create new systems and modes of business, the new age required new ways to sell.

About this Article -

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This article is based on research published under:

DOI-LINK: 10.3917/eh.066.0062, Alternate LINK

Title: Les Commis Voyageurs Lyonnais Au Xviiie Siècle

Subject: Economics, Econometrics and Finance (miscellaneous)

Journal: Entreprises et histoire

Publisher: CAIRN

Authors: Françoise Bayard

Published: 2012-01-01

Everything You Need To Know

Who were the 'commis voyageurs' and what role did they play in Lyon's silk trade?

In 18th-century Lyon, "commis voyageurs" were traveling salesmen essential to the silk industry. They connected Lyon's silk merchants with European markets, securing orders, managing client relationships, gathering market intelligence, and even functioning as bankers. These salesmen faced challenging routes and the complexities of international trade making them vital to the city's economic expansion.

How did Lyon's silk industry expand during the 18th century, and what impact did it have on the city's population?

Lyon's silk industry grew significantly during the 18th century. Starting with 2,000 looms and 10,000 workers in 1660, it expanded to 15,000 looms employing approximately 50,000 individuals out of a population of 150,000 by the time of the French Revolution. This demonstrates the substantial impact of silk production on Lyon's economy and its people. "Manufacturer-merchants" were central to this expansion but operated with limited capital and were vulnerable to market fluctuations.

Besides trading silk, what other roles did the 'manufacturer-merchants' of Lyon fulfill in the silk industry?

The "manufacturer-merchants" in Lyon were critical figures who transformed raw silk into fabric and sold it. They also acted as bankers, agents, and financiers, accepting deposits, settling bills of exchange, recovering remittances, and negotiating letters of credit. While taking on significant risks by investing in designs, they played a vital role in managing the financial aspects of the silk trade.

What factors contributed to the decline of the 'commis voyageurs' and the changing landscape of Lyon's silk trade in the 19th century?

The decline of "commis voyageurs" in the 19th century was influenced by increased competition from other European regions, the rise of factories, and the development of modern sales techniques. As customs barriers rose across Europe and Lyon's silk trade became more focused on England and the United States, the traditional role of traveling salesmen diminished, marking a shift in the industry's dynamics.

How did financial practices like credit and letters of exchange affect the vulnerability of Lyon's silk merchants to market risks?

The silk merchants of Lyon relied on credit and the circulation of letters of exchange, often settling silk purchases 18 months after acquisition and sales nine months after. This system made them vulnerable to market fluctuations, unsold goods, and payment defaults. This financial structure highlights the precarious nature of their business, where managing liquidity and mitigating risks were crucial for survival.