THE ECONOMIC SIGNIFICANCE OF DATA-DRIVEN MANAGEMENT IN THE DEVELOPMENT OF E-COMMERCE SERVICES

The article examines the economic significance of data-driven management in the development of e-commerce services. The study focuses on the transformation of order, customer, inventory, payment, fulfilment, return and service data into managerial decisions. It argues that the value of e-commerce data depends not on the volume of information accumulated by an enterprise, but on data accuracy, integration, timeliness and the ability to connect indicators with specific decisions. Official statistics on Internet access among enterprises and organizations in Uzbekistan for 2021–2025 are used to characterize the broader digital environment in which business data are generated. The study develops a closed data-to-decision cycle consisting of collection, validation, integration, analysis, managerial action and result measurement. A system of practical indicators is proposed for demand planning, inventory control, payment management, fulfilment, customer retention and service recovery. The article concludes that disciplined use of a limited set of reliable indicators may create more economic value than technically complex analytics that are disconnected from managerial responsibility.