I'm self-studying topology by using Lee's Introduction to topological manifolds. I've just started reading the chapter on Homotopy and the Fundamental Group. Untill now everything makes perfect sense to me. The only thing bothering me is the notation for the path multiplication, which is \begin{equation} fg(s):=\begin{cases}f(2s), s\in [0,1/2] \\ g(2s-1), s \in [1/2,1]\end{cases} \end{equation} first going along $f$ and then $g$. Because composition of functions $f:X\to Y, g:Y \to Z$ has always been denoted by $g\circ f:X\to Z$ I'd find it much more compatible to denote the path multiplication by $gf$ instead of $fg.$
So my question is why this notation is used?

I think the simplest answer is that the notation for composition of functions is highly unnatural. We write compositions the way we do only because of the influence of the traditional $f(x)$ notation for applying a function to an argument. We all had to work to get used to the fact that functional composition works "backwards," with $f\circ g$ meaning "first apply $g$, then apply $f$." As several others have noted, various authors have tried to "correct" that problem by writing functional notation in the opposite order, as $xf$ or $(x)f$. But ingrained habits don't get overturned so easily.
But path multiplication is not composition of functions, so there's no reason to make the notation for path multiplication follow the same perverse pattern as functional composition. The notation $fg$ or $f\cdot g$ means "first follow $f$, then follow $g$," just as it appears.