In todays supply chain there has been a shift in the power structure in a chain towards?

In today's supply chain, there has been a shift in power towards consumers and digital platforms. With the rise of e-commerce and increased access to information, consumers now demand greater transparency, faster delivery, and personalized experiences. This shift has compelled suppliers and manufacturers to adapt quickly, leveraging technology and data analytics to meet these evolving expectations. As a result, traditional hierarchies within supply chains are being redefined, emphasizing agility and responsiveness.