The study aims to investigate to what extent the competencies of the sales teams focusing on pharmacy supplies will change under the focus of an increased digitalization. The study focuses particularly on on-site pharmacies in Germany that are already characterized by a higher degree of digitalization than the average on-site pharmacy. As pioneers in digitalization, they represent the customer's view of what is expected of the pharmacy sales force in the future. Comparing the industry and customer viewpoints highlights discrepancies in the competence requirements for sales representatives. The empirically obtained results show that in the future, communicative and advisory competencies will play an increasingly important role.