You have a single quotes conflict, so use:
echo "A,B,C" | sed "s/,/','/g"
If using bash, you can do too (<<<
is a here-string
):
sed "s/,/','/g" <<< "A,B,C"
but not
sed "s/,/','/g" "A,B,C"
because sed
expect file(s) as argument(s)
EDIT:
if you use ksh or any other ones :
echo string | sed ...