ЕКОНОМІЧНА ДІАГНОСТИКА РИЗИКІВ ПРОДУКТОВОГО ПРОВАЛУ ПРИ ВПРОВАДЖЕННІ ТОВАРНИХ ІННОВАЦІЙ В ІНТЕРНЕТ-МАГАЗИНІ

The present study addresses the scientific and applied problem of developing a preventive economic diagnostic system for managing product failure risks associated with the implementation of commercial innovations within the e-commerce environment. The research is motivated by the persistently high rates of product failure in digital commerce, which result in significant financial investment losses and irreparable reputational damage. The specificity of e-commerce platforms mandates a unique diagnostic approach, as risk factors encompass not only classical market failures but also critical digital risks such as poor UX/UI, high conversion barriers, and viral negative sentiment. The research systematizes the theoretical foundations, establishing that in the e-commerce context, a product innovation must be viewed as a complex digital offering, and product failure is consequently defined by a broader set of criteria, including technological and reputational metrics, rather than purely financial ones. The study identifies and classifies the specific risk factors unique to the digital environment, emphasizing dynamic threats like UX/UI deficiencies, conversion funnel bottlenecks, and negative customer sentiment. To enable early, proactive risk management, the study justifies a system of key performance indicators (KPIs) designed to act as Early Warning Signals. These digital behavioral indicators include the Add-to-Cart Rate (ATR), Abandoned Cart Rate (ACR), and Net Promoter Score (NPS), which are critical for signaling threats before they escalate into full financial failure. Furthermore, methodological guidelines are developed for implementing an Early Warning System (EWS). This system is structured around a three-tiered risk algorithm (Yellow/Warning, Orange/Critical, Red/Imminent Failure), which links KPI deviations to predefined management responses. This EWS framework facilitates a shift from post-mortem failure analysis to iterative and operative correction of the commercial strategy, thereby minimizing the critical time lag between threat occurrence and managerial intervention. Finally, the study provides practical recommendations for anti-crisis measures to be implemented upon EWS activation at the Red level. These include a “stop and analyze” strategy to address fundamental product flaws and a “model adjustment” strategy to address market positioning inconsistencies, as well as targeted communication efforts to mitigate reputational damage. The practical significance of this work lies in the readiness of the proposed diagnostic system and EWS for direct integration into e-commerce analytics platforms, providing management with an essential tool for economically sound risk governance of product introductions.