The study found that the war caused a drop in demand for banking products, non-payment on loans, and a reduction of the commercial revenue base banks of Ukraine. To improve their financial situation, Ukrainian banks must intensify their product and sales policies. Expand the banking institution may have a product range through the issuance of loans for financing of startups by domestic companies or using co-branding, for example, offering co-branding cards in conjunction with partners, using their premises to sell their products. In order to maintain their competitive position, commercial banks of Ukraine should constantly update their product range as single and limited products (we can talk not only about financial products), and massive and unlimited. In this case, the first may not be offered to corporate clients only. Improve management efficiency relationships with customers, banks allow CRM systems, formation own databases. It is determined that today there are several groups of the most relevant tools of banking marketing: informational technologies, web, and mobile banking. In the digital economy, it is important for a commercial bank to develop a unified concept for the organization's remote banking services, which should become multichannel. This will allow customers to choose the most convenient for themselves service channel in a particular case. However, due to the subsequent development of online trading banking operations often goes online mode due to the use of non-cash payments. It is determined that in general, it is possible to distinguish such trends in the development of marketing product and sales policy of commercial banks of Ukraine: expansion use of Internet banking and mobile banking, active use of contactless payments through contactless cards in smartphones and other NFC devices; biometric identification of clients; the formation of neo banks; distribution of digital wallets and QR codes; development banks of joint products with FinTech companies; formation of financial supermarkets; implementation of CRM systems; offer calculators on official websites of banks; formation of customer self-service zones.