The impact of digitalization and technological changes on the company's sales channels and sales volumes

with global digitalization and rapid adoption of innovative technologies, companies are faced with the need to adapt their sales channels to improve efficiency and competitiveness. Digital technologies such as online commerce, omnichannel approaches and automation open up new opportunities for customer interaction and business process optimization, making the topic of research on the impact of digitalization on sales channels and sales volumes highly relevant. In today's environment, this topic is of particular importance for organizations seeking to improve service quality and strengthen customer loyalty. This publication explores the impact of digitalization on the expansion and optimization of product and service distribution channels, focusing on recent data and significant research findings. The focus is on elements such as the functionality of online stores, customized commercial offers, as well as the implementation of customer relationship management (CRM) systems and mobile innovations. In the course of the work, an indicator system has been created to measure the effect of digital innovation. The focus is on identifying key elements that drive sales growth and strengthen an organization's market presence.

digitalization, sales channels, sales volume, online platforms, omnichannel approach, personalization, automation, customer loyalty