АДАПТИВНЕ УПРАВЛІННЯ ПРОЄКТАМИ ЕЛЕКТРОННОЇ КОМЕРЦІЇ

The purpose of the article is to substantiate the theoretical and methodological foundations of adaptive management of e-commerce projects and to identify the set of factors that determine the effectiveness of their implementation. The study identifies the specific characteristics of e-commerce projects, which stem from the need to integrate digital systems and manage customer experience, risks, resources, security, and the changing demands of stakeholders. The study substantiates the appropriateness of combining Predictive, Agile, and Hybrid management approaches depending on the context, type, and complexity of the project. It has been established that adaptability should be viewed as an organization’s systemic capacity to ensure the resilience, flexibility, and effectiveness of projects under conditions of uncertainty. An adaptive model for managing e-commerce projects is proposed as a closed-loop management system with strategic and operational adaptation loops. The model combines predictive planning, iterative-incremental development, and mechanisms for continuously adjusting management decisions. Its key elements include strategic alignment, environmental and stakeholder analysis, project initiation, Product Backlog prioritization, preliminary planning of resources, budget, schedule and risks, MVP development, iterative development and testing, customer feedback, behavioral analytics, e-commerce KPI assessment, risk reassessment, and adaptive adjustment of project parameters. Particular emphasis is placed on business value creation rather than solely on delivering the planned product, with project decisions based on customer behavior, e-commerce KPIs, expected business value, and changes in the external environment. Finally, the role of the MVP, customer feedback, and iterative improvement as mechanisms for reducing market and financial risk is substantiated.