The article is devoted to the description of marketing support of distribution channels in the conditions of digital transformation. Today, marketing is gaining many opportunities in the digital environment. In the context of the digitalization of the economy, the personalization of consumer requests and customer orientation are of crucial importance in building the chain of promotion of goods and services. Commodity turnover, in turn, is carried out in the conditions of a well-formed business ecosystem that focuses on several areas of customer life at once. At the same time, there is a transformation of consumer requests, which are characterized by high awareness and involvement in the purchase process. Thus, there is a formation of a «new generation consumer», which is characterized by integration into the value creation system.