LUCA pursued two main objectives: (1) to design a modular, online training path tailored to the real working needs of European commercial agents, and (2) to contribute to the digital transformation of both commercial agents and partner organisations (including associated partners). The project combined innovative learning technologies, SCORM-compatible e-learning formats, and AI-based tools to strengthen digital sales competences.
The LUCA project (“Leveling Up Commercial Agents’ Competencies”) was launched to address the growing need for digital upskilling in the European sales sector. Across Europe, around 1.2 million commercial agents operate mostly as self-employed professionals, yet many lack systematic digital training. Their average age of 52 years highlights a pressing need for structured reskilling. The project responded to this challenge by developing a practical, modular and fully digital training programme that prepares commercial agents for modern, technology-supported inside sales.