Digital tools and technologies for optimizing B2B sales management

The article examines the advantages of B2B e-commerce and the opportunities that online sales channels provide for companies. The relevance of the article lies in the fact that digital transformation in B2B commerce has already occurred, and the gap between companies operating in e-commerce and those that do not will only continue to grow. In the context of increasing market competition, companies are forced to seek new ways to attract customers and maintain their loyalty. The purpose of the study is to substantiate the possibilities for managing sales in the sphere of B2B trade relations. The research utilized comparative and logical analysis to identify trends in the digital economy, as well as generalization to determine key promising directions for business development. It demonstrates that the digitalization of B2B sales management helps companies enhance efficiency, improve sales outcomes, and strengthen relationships with customers. The key aspects of B2B sales digitalization described in the article offer directions for businesses to leverage modern digital solutions in their commercial activities.