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Over the past thirty years, logistics has undergone tremendous change from a purely operational performance that led to sales or production and focused on securing supply and delivery lines to customers, with the transformation of intelligent technologies into a professional operator. In today's world, the fourth generation of industry has forced companies to rethink how their supply chain is designed. In this case, in addition to the need for adaptation, supply chains also have the opportunity to reach operational horizons, use emerging digital supply chain business models, and transform the company into a digital supply chain. One of the transformational technologies that has had a tremendous impact on the supply chain in this regard is IoT technology. This technology, as one of the largest sources of data production, can facilitate supply chain processes in all its dimensions. However, due to the presence of the Internet and the location of supply chain components in the context of information networks, this digital supply chain always faces major challenges. Therefore, in this paper, an attempt was made to examine and prioritize the most important challenges of implementing a supply chain 0/4 using a nonlinear hierarchical analysis method. In order to investigate these challenges, the opinions of experts active in the supply chain of Fast-moving consumer goods industries (FMCG) were used as a case study as well as some academic experts.The results show that the lack of technological infrastructure and security challenges are the most important challenges of implementing supply chain 0/4 in the era of digital developments, which should be given special attention for a successful implementation., Comment: in Farsi, Journal of Quality & Standard Management (JQSM), 2022