Digital UNIT economics tools in managing the commercialization of international e-commerce projects

Abstract

The thesis examines the use of digital UNIT economics tools in managing the commercialization of international e-commerce projects. It emphasizes how UNIT-based metrics, such as customer acquisition cost (CAC), customer lifetime value (LTV), and contribution margin, support data-driven decision-making, improve marketing efficiency, and ensure sustainable business growth. Particular attention is given to the integration of UNIT economics with digital analytics systems, including web analytics, CRM, and business intelligence tools. The study also highlights the role of digital platforms and cross-border market conditions in shaping commercialization strategies, as well as outlines the key challenges related to data quality, market variability, and the application of UNIT economics in international environments.