The importance of the level of product availability The Internet allows a customer to easily shop at an alternative store if the first choice is out of stock. This competitive environment puts pressure on online retailers to increase their level of availability. Different firms provide different levels of product availability. Every supply chain manager must use factors that influence the optimal level of product availability to target that optimal level and identify managerial levers that increase supply chain surplus SEIEE AU406 12-5+ - SEIEE AU406  The Internet allows a customer to easily shop at an alternative store if the first choice is out of stock.  This competitive environment puts pressure on online retailers to increase their level of availability.  Different firms provide different levels of product availability.  Every supply chain manager must use factors that influence the optimal level of product availability to target that optimal level and identify managerial levers that increase supply chain surplus 12-5 The importance of the level of product availability