OMNICHANNEL IN B2B DISTRIBUTION: MITIGATING CONFLICTS BETWEEN DIRECT SALES, E-COMMERCE, AND SALES REPRESENTATIVES

SUMMARY Digital transformation has reconfigured distribution channels in the B2B context, intensifying the adoption of e-commerce by manufacturers and increasing conflicts with sales representatives. These conflicts arise mainly from functional overlap and perceptions of disintermediation. This study analyzes how omnichannel strategies can be applied in B2B distribution without eliminating the sales representative channel, proposing hybrid models in which the representative acts as a consultative and logistical link. Methodologically, this is a qualitative study, theoretical and analytical in nature, based on a literature review. The results indicate that strategic channel integration and coordination mechanisms mitigate conflicts and preserve the value of the human channel. Keywords: Omnichannel; B2B distribution; Interchannel conflict; Sales representatives; Hybrid models.