Under what circumstances would you decide to shut down a product?

I agree with @hyoji – when you invest too much time somewhere without any profitable results, it is time to move on. At least, you have an experience but you can invest your time and money maybe into something better. I also shut down some projects and after doing that, I felt more "free" – I felt like I should do it sooner.

For me, none of these would matter as negative feedback is part of the process but not working on improving is what's make a difference in whatever I would shut down the project or not.

I think it's time to shut down a product when you've given it your best effort but it's just not gaining traction in the market. If you've tried iterating and pivoting but nothing is moving the needle, sometimes you need to cut your losses so you can focus your energy on more promising projects. It's a tough decision but freeing up those resources can open the door to better opportunities.

If the product isn't solving the problem it was intended to, and pivoting doesn’t seem like an option, I’d consider shutting it down.

It’s definitely a tough decision. While I understand why people lean towards option 4, I can’t help but think it might stem from a lack of a solid sales process or a sales-driven marketing approach. For me, not making money wouldn’t necessarily be the reason to shut down a product. Instead, I’d focus on whether there’s a genuine product-market fit and if the product truly solves a problem for users. If neither is the case, that’s when I’d start planning an exit.

I think number 4 resonates with me the most. I think it's a huge sense of disappointment when you haven't been chosen by consumers for a very long time.