MARKETING RISKS OF TRADING ENTERPRISES IN THE DIGITAL ECONOMY

The article is devoted to the study of trends in the development of electronic commerce and the development of proposals for improving the management of marketing risks of a trading enterprise through the use of the latest tools that provide economic and social effects. Modern approaches to the interpretation of the term «marketing risk», methods of classification, and possible management methods are considered. The term «marketing risk» is given its definition as potential failures and losses that may arise as a result of the lack of internal resources for the integration of marketing channels, insufficient general business understanding of the value of individual customers, and improper coordination of communication or coordination of actions by business lines or sales channels. The development trends of the international e-commerce market have been analyzed. The rapid growth of the digital economy is determined based on statistical data. It has been proven that the transition from the traditional organization of risk management of a trading enterprise to a digital one is a fundamental challenge in the modern conditions of digitalization of the economy. The need to ensure the dynamic competitiveness of trade enterprises using digital marketing technologies is being updated. A retrospective analysis of consumer behavior in e-commerce was conducted. Based on the results of surveys of online buyers, the types and causes of risks in e-commerce were determined. Key concepts for effective marketing have been clarified — in particular, marketing risks and the selection of tools for managing them in the field of electronic commerce. It has been proven that the development of marketing innovations, the use of advanced data analysis tools, and in-depth analytics will enable the development of new risk management techniques, which will contribute to making better decisions at reduced costs.