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Organizational socialization is a process of acquiring values and attitudes, interests, tools, and knowledge. It has the benefit of offering a framework for comprehending the entry of new recruits. In Africa, the emergence of direct selling is pushing business leaders to develop networks of independent sellers to expand their market and become more competitive. Beyond the strategic aspects, the singularity of the collaboration with external sales forces in general and independent sellers in particular very often pushes companies to resort to organizational socialization in order to face managerial problems which remain to this day very little discussed. However, the current COVID-19 crisis leaves no organization unaffected. The objective of this article is to study the added value of organizational socialization to the management of independent sellers in the context of a health crisis, while highlighting the organizational practices of socialization, attitudes, and behaviors of independent sellers who enter a group located in Abidjan, Côte d’Ivoire. We propose and discuss a contextualized analysis model of the socialization of independent sellers of a group specializing in health production located in Côte d’Ivoire in the COVID-19 context.