Research Full Article

UDC 339

Abstract. The relevance of research. In the context of a large-scale digital transformation of the economy, digital products are becoming key assets of commercial organizations. The conceptual uncertainty regarding the category of “digital product” and the lack of a systematic classification that takes into account the specifics of retail trade make it difficult to both theoretically comprehend and practically manage these assets. Based on the synthesis of marketing, economic, technological and financial approaches, the author’s definition of a digital product in retail is formulated. Research methods. The research was conducted from the standpoint of general economic theory and marketing approach, information technology and financial reporting. The results of the study. To build a systematic understanding of digital products and create a conceptual basis for further research, a classification based on seven characteristics has been developed. The key bases of the grouping are: format, location, type of client, content, monetization model, number of users and independence. The classification forms the theoretical basis for further research on digital asset management. Conclusions. The analysis allows us to formulate the following conclusions. The existing definitions of a digital product are formed within the framework of separate disciplines and do not form a single concept suitable for management in the context of retail trade. The synthesis of marketing, economic, technological, and financial approaches allowed us to formulate the author’s definition, which captures the intangible nature, electronic format, instrumental function, and economic orientation of a digital product.

Keywords: digital product, e-commerce, retail, classification, product management, intangible asset, digital transformation.

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