Managing Supply on Market of ‘Last Mile’ Delivery in Sphere of Fast-Moving Consumer Goods

In this article the authors study the problem of supply management of company in the sphere of fast-moving consumer goods in the Internet at the final stage of delivery (‘Last mile’). Empiric analysis of data of online-sale market of fast-moving consumer goods in 2022-2023 showed seasonal peaks of demand and impact of external factors, such as festive periods and weather conditions. It was demonstrated that demand fluctuations can make the company encounter a difficult situation that could cause a loss of a certain part of demand, deterioration of the company reputation in comparison with market competitors, a rise in costs and missed sales in product turnover. Specific features of this activity were grounded that prevent direct use of available means in the field of logistics, management, on-line marketing, etc. The article provides a review of existing approaches to the problem and analyzes a range of reasons causing fluctuations in demand for services of fast-moving consumer goods. Classification of today’s tools of management (algorithmic, infrastructural and relational) was put forward, which can affect the current demand, supply organization or customer habits. The article shows benefits, drawbacks and situations of using these tools.