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