With significant changes and upheavals in the global market due to digitization and changes in customer behavior, companies are interested in building and maintaining strong relationships with their customers. The new business environment has major implications for formulating company strategies. Namely, the increasing use of digital tools shifts market power from providers to customers and inevitably encourages customer empowerment, and as a result, customers are armed with information, which has leveled the playing field between customers and businesses. The revolution in information technology and communication has changed the way entrepreneurs run their business. Mobile devices, social network applications, digital platforms and advanced analytics have become an indispensable part of everyday life and have provided individuals with access to a wide range of information that they can use when performing purchasing activities. By doing so, they significantly influenced changes in sales. The digitization process forces sales staff to create internal value, coordinate their functions and improve customer relationships. So, in the digital age, the process of change has been significantly changed, so sellers need to adapt to new and changing circumstances in order to make the best possible use of new technologies and create added value. It is through this work that an attempt is made to provide insight into the changes that have taken place in sales in the digital age, explaining the subject of research with a theoretical framework and research on the example of a company in order to reach conclusions about the importance of digitization of sales in modern business.