The COVID-19 health crisis forced businesses to adapt to the pandemic context and therefore, they had to digitalize and adopt new technologies to survive. This research developed a post-pandemic diagnosis of the changes generated in the commercial dynamics between fast-moving consumer goods (FMCG) companies and their customers in the traditional channel, in order to propose lines of action. The objective of this qualitative and descriptive study was to analyze the current situation between both actors and identify the main challenges they must face to prioritize the aforementioned lines of action. Semi-structured interviews were conducted with experts in the field, salespeople from FMCG companies and customers belonging to the traditional channel. The main results exposed numerous challenges related to digitalization, such as its rejection by salespeople, the inadequate adaption of compa...