Abstract

The rapid digital transformation of the global economy has reshaped the competencies required of sales employees, shifting their roles from transactional intermediaries to digitally informed advisors. While extensive research has examined digital marketing strategies and organizational-level transformations, limited attention has been given to the operational-level digital skills essential for frontline sales employees, particularly within small and medium-sized enterprises (SMEs) and emerging economies. This study employed a scoping review methodology, following Arksey and O’Malley’s (2005) framework and PRISMA 2020 guidelines, to systematically map the extent and nature of the literature on digital technology skills for sales employees. A comprehensive search across Scopus, Web of Science, EBSCOhost, ProQuest, and Google Scholar yielded 1,250 records, of which 45 met the inclusion criteria. Data were extracted and thematically synthesized to identify core competency clusters and research gaps. The analysis revealed five thematic clusters of digital skills: (1) digital communication and social media, (2) CRM and customer data management, (3) e-commerce and digital platforms, (4) AI and data analytics, and (5) cybersecurity and data privacy. While strategic-level competencies such as AI adoption and social CRM integration are well documented, evidence on operational skills—including POS system use, e-payment security, and routine data hygiene—remains underexplored. Furthermore, the majority of studies originate from large corporations in developed economies, leaving SMEs and developing contexts underrepresented. This review contributes by synthesizing a sales-specific competency framework that integrates both strategic and operational dimensions. The findings have direct implications for organizations, SMEs, and policymakers, underscoring the need for task-embedded training pathways, sector-specific competency standards, and policy support for digital workforce development. Future research should validate these frameworks empirically, prioritize underrepresented contexts, and adopt longitudinal designs to track workforce adaptation in an evolving digital landscape.

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