Digital transformation in sales

Imagine a marketplace where over 230 million people are transacting online annually, with 100 million of them joining in just the past three years[1]. The surge isn’t just in numbers; it’s a seismic shift in how consumers interact, purchase, and expect to be engaged. If you are a leader steering your company through this digital revolution, you’re probably already witnessing firsthand the tectonic changes reshaping sales strategies nationwide.

By 2023, India’s e-retail market looks set to hit the $57–$60 billion range, a climb marked by an additional $8–$12 billion yearly since 2020. But this growth isn’t monolithic. Seventy percent of online shoppers hail from Tier 2 and smaller cities, a testament to the digital permeation beyond metropolitan hubs[2].

These consumers aren’t just numbers but diverse micro-segments with unique preferences, behaviors, and expectations. The lion’s share of India’s population resides outside major urban centers. This demographic is a dominant force reshaping the sales playbook. They bring linguistic diversity, varying levels of digital literacy, and distinct cultural nuances. Far from being a monolithic market, this diverse landscape includes linguistic variety, differing levels of digital literacy, and culturally specific needs.

To establish meaningful connections, brands need to transcend the notion of personalization as merely a tactic. The statistics provided highlight the current landscape for B2C, while B2B services also necessitate innovative strategies. With digital transformation, sales processes are shifting from traditional, linear models to more integrated and omnichannel approaches that allow B2Bs like IT services companies to engage with clients on multiple fronts—whether through direct sales, online platforms, or personalized outreach.

So, how can brands effectively navigate this? Let’s explore possibilities.

CRM Systems: From data collection to insight generation

Customer Relationship Management (CRM) systems have evolved from databases to sophisticated tools that generate actionable insights. In India’s fragmented market, where preferences shift rapidly, CRM systems must capture transactional data and behavioral and psychographic nuances. For instance, the Automatic Speech Recognition (ASR) system as a technology can cater to a linguistically diverse environment, enabling agents to switch languages seamlessly during conversations. Beyond convenience, this helps make every customer feel understood and valued, regardless of their linguistic background.

Then there’s omnichannel—often dismissed as a buzzword but indeed the new standard. Whether in B2C or B2B environments, customers interact with brands across various touchpoints—online platforms, social media, mobile apps, and, in B2B, through sales representatives, industry events, and digital portals. The challenge lies in providing a consistent and engaging experience across all these channels.

For example, B2B companies increasingly recognize the need for seamless integration between digital self-service options and direct sales interactions, as today’s B2B buyers expect the same ease and personalization they experience in B2C. Bain & Company notes that 25%–30% of first-time B2C shoppers used voice and vernacular offerings in 2022, with 60%–70% of these users from Tier 3+ cities. This trend underscores the importance of adapting platforms to meet regional and user-specific preferences through multilingual support, localized content, and tailored digital experiences—critical in B2C and B2B contexts to build loyalty and trust.

For IT services firms, omnichannel engagement has become essential for reaching clients effectively. Rather than relying solely on sales representatives or physical meetings, companies now leverage multiple channels, such as online platforms, email marketing, virtual demos, and social media. These channels work in unison, creating a seamless experience for the client, who can access information, ask questions, and even view demos across different platforms. For instance, an initial interest shown by a client on LinkedIn can be seamlessly transferred to a personalized email follow-up or a scheduled video consultation, giving the client a consistent and cohesive experience throughout.

Providing agility and personalization!

Personalized content and data-driven insights
A key aspect of digital transformation in B2B sales is using data to personalize content and predict client needs. By leveraging CRM systems and data analytics, IT service providers can understand client preferences, industry pain points, and potential areas of interest. For example, suppose a prospective client frequently engages with content about cybersecurity. In that case, the sales team can proactively offer tailored solutions in that domain, making each interaction more relevant and increasing the likelihood of conversion.

The role of automation
Automation also plays a significant role by streamlining routine processes, such as sending follow-up emails, scheduling meetings, or providing service updates. This frees sales representatives to focus on value-driven interactions, enhancing their ability to build strong client relationships.

Adapting to new business models: Need for a partner
As business models rapidly shift to digital, the need for a trusted partner who understands technology and human connections has never been greater. While technology brings speed and scale, building trust and enabling genuine relationships remains profoundly human. This is particularly relevant in India’s Tier 2 and 3 cities, where businesses look beyond automation to the Do-It-For-Me (DIFM) approach. Here, tech is a key enabler, providing the “human touch” needed to deliver efficient and empathetic experiences in increasingly digital interactions.

India’s evolving landscape has also created new business models that address unique market dynamics. Hyper-Value Platforms, offering unbranded assortments at ultra-low prices, have surged fivefold from 2020 to 2022, catering to the price sensitivity critical in many regions. Similarly, Quick-Commerce (Q-Commerce) models meet the demand for hyper-convenience, now comprising 40%–50% of the e-grocery market after doubling orders over the past year. These models, however, are not just about affordability or speed; they align with evolving expectations of how businesses should interact, connecting with distinct lifestyle needs and regional demands.

However, capitalizing on this potential comes with unique challenges:

• Connectivity Gaps: Affordable, reliable data isn’t universally accessible, especially in remote areas, which limits the effectiveness of digital-first strategies.
• Cultural Sensitivity: India’s vast diversity means that a one-size-fits-all approach rarely works. What succeeds in one region may fall flat in another, requiring brands to be locally attuned and responsive to varied business practices.

The path forward involves more than simply meeting demand; it calls for an innovative, adaptable approach grounded in building trust. In this dynamic environment, an experienced transformation partner can provide invaluable guidance, steering businesses through these complexities with an agile, people-centered approach that captures opportunities across diverse markets.

Shaping a consumer-centric digital future

India’s digital sales transformation isn’t a checkbox or a final destination. It’s a living, breathing journey, evolving with each click and each conversation. For brands, this means more than meeting demand; it means stepping up to a new kind of partnership with consumers, one built on trust, relevance, and authenticity.

These consumers are collaborators. Data doesn’t just drive decisions here; it reveals hidden layers of need and nuance, pushing brands to craft more than products—experiences that feel as personal as they are convenient.

In embracing this shift, companies have a responsibility to not just ride the wave of change but rather steer it, with the goal of creating a model of digital engagement rooted in empathy, agility, and real human insight.

• Digital Transformation
• Digital Transformations in Sales