INNOVATIVE WAYS TO MANAGE FINANCIAL RISKS IN E-COMMERCE AND DIGITAL MARKETING

The article substantiates methodological recommendations for financial risk management in the process of e-commerce and digital marketing. importance identifying risks during entire interaction between client company based on client's travel map is proved. Thanks to proposed recommendations, can systematically approach process, 3 stages: identification critical points (recording events) at contact customers; causes events chain; elimination chain. Key Principles Financial Risk Management E-Commerce Digital Marketing Proposed It has been proven that online marketing meets modern market demands, which necessary maintain brand loyalty increase sales.