The oldest human occupation is trade. Sales is a process aimed at bringing products to the market with the aim of selling. Today sales are characterized by the use of new tools and techniques. It is primarily about new forms of digital sales and the use of social networks that enable networking and finding new customers. Modern technology has made it possible for the system of supply and demand to function on a global scale, and trends in sales are increasingly focused on the increasing use of digital technology. E-commerce is one of the most successful forms of commerce. In addition to e-commerce, mobile commerce and sales via mobile applications are becoming increasingly popular, which are constantly developing every day. Chatbots can help sell products and services, but they can also be useful in analyzing business processes and making decisions about marketing campaigns. Elagship stores are the primary entry method for luxury fashion retailers and are set apart from the rest of the retail network by their locations, size and design. Livestream sales is also a new form of digital technology that enables shopping directly through social networks, while omnichannel is defined as an approach to sales that offers customers a seamless shopping experience, regardless of which sales channel they used when making a purchase. VR in sales also offers numerous advantages, such as removing space and time constraints as well as reducing marketing costs. The use of modern technologies is an indispensable part of the sustainability of sales operations in the digital age, and the integration of these technologies into sales processes is imperative for every company that is focused on business improvement.