DIGITAL TRANSFORMATION IN THE GLOBAL SUPPLY CHAIN: LINKING THE GIG ECONOMY, MARITIME LOGISTICS, AND FMCG RETAIL
Ia Nadirashvili
E-mail:ia.nadirashvili@ciu.edu.ge
PhD in progress, Faculty of Business and Technology Caucasus International University
Tbilisi, Georgia
https://orcid.org/0009-0007-0097-228X
Maria Kldiashvili
E-mail:m.kldiashvili@seu.edu.ge
Associate Professor, Georgian National University
Tbilisi, Georgia
https://orcid.org/0009-0003-6839-2127
Abstract. In today’s global economy, digital transformation is fundamentally reshaping supply chains by integrating advanced technologies across three critical domains: the gig economy, maritime logistics, and FMCG retail. Supply chain management has shifted from traditional linear processes toward interconnected, data-driven ecosystems that enhance transparency, efficiency, and customer responsiveness. This paper explores the interdependence and convergence of these domains, with a particular focus on emerging economies such as Georgia, where digital transformation is increasingly prioritized.
The gig economy is redefining labor in logistics, particularly in last-mile delivery, warehousing, and on-demand retail services, with platforms like Wolt and Glovo shaping consumer behavior and creating flexible labor markets. Maritime logistics, which carries over 80% of global trade, is being revolutionized by port community systems, and real-time data platforms that support cross-border trade facilitation. Simultaneously, FMCG retail is rapidly adopting omnichannel models, electronic data interchange (EDI), AI-driven forecasting, and inventory automation to meet rising consumer expectations. In Georgia, these changes are visible, the expansion of branded retail chains, and the surge of e-commerce.
By synthesizing academic literature, international reports, and Georgian sectorial data, this study highlights both opportunities and challenges of supply chain digitalization. The paper contributes a conceptual framework for better understanding cross-sector coordination in digital supply chains.
This paper explores the interdependence and interconnectedness of these sectors amid technological transformation, highlighting how new business models are formed, efficiency is improved, and customer experience is enhanced. Particular focus is placed on coordination, real-time data utilization, and strategies based on digital innovations.
Key words: Digital transformation, supply chain, gig economy, maritime logistics, FMCG retail.
JEL classification: O33, R41, L81.
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