Abstract: The article provides a comprehensive study of the features and current state of sales activities of manufacturing enterprises in Ukraine under conditions of transformation of the national economy, intensification of the competitive environment, and increasing influence of external and internal factors. The role of sales is substantiated as one of the key elements of the enterprise management system that directly determines business performance, revenue generation, financial stability, and competitiveness of manufacturing structures in domestic and foreign markets. Sales activity is considered as a complex multifunctional process closely related to marketing, logistics, and financial aspects of enterprise operations.

The paper analyzes the main forms and channels of product distribution used by Ukrainian manufacturing enterprises, including direct and indirect sales, dealer and distributor networks, as well as electronic sales channels. The main trends in the development of sales systems in modern market conditions are identified, in particular the growing importance of multichannel sales models, digital platforms, and customer-oriented approaches. Special attention is paid to the analysis of industry-specific differences in the organization of sales activities and their impact on the effectiveness of product realization.

The problems of organizing sales activities of manufacturing enterprises in Ukraine are examined in detail, including demand instability, limited financial resources, high logistics costs, insufficient digitalization of processes, and imperfections in marketing strategies. The influence of macroeconomic factors—such as changes in consumer behavior, globalization processes, European integration, and market environment instability—on the formation and implementation of sales policies of enterprises is analyzed.

Based on the research results, the main directions for improving sales activities are identified, including the implementation of modern marketing tools, the development of multichannel sales systems, more active use of digital platforms, improvement of logistics solutions, and enhancement of interaction efficiency with intermediaries and end consumers. The practical significance of the obtained results lies in the possibility of their application in the formation and implementation of sales strategies of manufacturing enterprises aimed at improving operational efficiency, strengthening competitive positions, and adapting to dynamic changes in the market environment