Insurance distribution channels are key factors in the value chain of insurance companies. With the development of digital technology, distribution channels have taken on different forms, so new ways of distribution appear in insurance sales, such as mobile applications, websites of insurance companies, aggregators, etc. With the development of technology, new methods and new techniques appear for collecting and processing data and for detecting fraud. Digitalisation has direct impact on the operations of insurance companies. This paper work also analyzes the online insurance sales in Serbia, as well as the perspective of implementation of modern insurance distribution channels in the future. The analysis covers the period 2019-2023. The research showed that online insurance sales in Serbia are growing, but its share in total insurance sales is still negligible.