Explainer: How can ONDC make on-line promoting simpler in your native grocery retailer?


File picture of a road market in Bengaluru. Throughout the pandemic, it was discovered that there was an enormous hole between the size of on-line demand and the flexibility of the native retail ecosystem to take part. ONDC goals to repair this. pic Mira Iyer

Because the inception of Unified Cost Interface (UPI) for digital funds, customers now not must obtain a number of fee purposes. Through the use of a fee gateway community, funds will be simply transferred to totally different accounts by way of totally different gateways, conserving it easy and problem free. Taking this idea additional, the Central Authorities not too long ago launched the Open Community for Digital Commerce or ONDC, to allow digital procurement of products and providers, making the method handy, straightforward and easy for each consumers and sellers. to encourage fee.

It’s argued that ONDC would be the UPI of e-commerce and can change the paradigm of e-markets.

what’s ondc

Based on the ONDC technique paper, it’s the first of its sort initiative and is constructed on an open community developed on an open protocol. ONDC is a community that allows location-aware, native e-commerce shops throughout industries to be found and engaged by any network-enabled utility.

It’s neither a brilliant aggregator app nor a internet hosting platform. All present e-commerce apps and platforms can voluntarily select to undertake and be a part of the ONDC community. As well as, the accountability of managing the onboarding and end-to-end order lifecycle of sellers and consumers will even stay with the network-enabled purposes.


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India is rising as a quick rising economic system, which is anticipated to be among the many prime three economies of the world within the subsequent 10-15 years. Being the second most populous nation, India supplies an enormous space for the market gamers to develop their shopper database and therefore, is without doubt one of the most well-liked locations to do enterprise.

The COVID pandemic noticed an enormous increase in India’s digital commerce, with India having the third largest on-line shopper base globally, with 140 million e-retail consumers in 2020, after solely China and the US., However the pandemic additionally displayed the shortcomings India is dealing with the place most hyperlocal market gamers had been digitally absent.

Throughout the pandemic, the Division for Promotion of Trade and Inner Commerce (DPIIT), Ministry of Commerce and Trade performed a examine to grasp the affect of the pandemic on small distributors and the functioning of hyperlocal provide chains. It discovered that there was a big hole between the size of on-line demand and the flexibility of the native retail ecosystem to take part.

ONDC was conceptualized by DPIIT with the first goal of ending the digital monopoly of some massive e-commerce corporations. The High quality Council of India has been entrusted with the accountability of integrating the e-commerce platform with the open community. ONDC has now been launched as a check run in six cities together with Delhi-NCR, Shillong, Bhopal, Bangalore and Coimbatore.

How OnDC works

If purchaser A needs to purchase headphones, they are going to search on any present e-commerce app. Searching for enticing offers, purchaser A surfs numerous apps. However switching from one app to a different for higher offers or specs will be time-consuming. Additionally, to monopolize the market, enterprise giants like Flipkart or Amazon, which management 60% of the e-commerce house in India, supply big reductions on costly merchandise. In addition they give desire to sure affiliated manufacturers or a specific model is made accessible solely on their app.

ONDC is right here to interrupt the chain. When a purchaser makes use of ONDC to open App 1, similar to Flipkart, and searches present that for headphones, they won’t solely obtain sellers’ choices on that specific app, however different apps and apps close by. There will even be a selection of headphones accessible with the shop. This may permit the buyer to check costs, properties, availability, reductions, and so forth.


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forward. On the mentioned App, if the Purchaser opts for Headphones that are offered by Vendor X, however attributable to sure causes, the Supply Brokers of App 1 should not accessible within the space of ​​supply, the Purchaser or Vendor might go for the power of Supply Providers . Via App 1 by different apps like Dunzo, Porter and so forth.

With ONDC, one app supplies all types of providers and advantages to each sellers and consumers. It’s voluntary and open to all walks of enterprise. In layman’s language, ONDC performs the position of weekly bazaars that are one cease buying facilities for servicing all types of products and providers.

ONDC is neither an e-commerce app nor an middleman or regulator. It’s an open-source community, which doesn’t require the customer and vendor to make use of the identical platform/app to conduct enterprise transactions. As an alternative, it’s a network-centric mannequin, the place so long as the platform/app is related to this open community, consumers and sellers can transact regardless of the platform/app they use.

That is why it is usually referred to as UPI of e-commerce.

The above determine exhibits a paradigm shift from an operator-driven monolithic platform-centric mannequin to a facility-driven, interoperable decentralized community. This new mannequin might be used for:

  • encourage wider participation; Completely for small and medium enterprises together with hyperlocal retailers (grocers) throughout the nation
  • Allow the circulate of extra worth from a retailer of worth i.e., transfer from a ‘central platform to retailer and trade worth’ to a ‘decentralized community of interconnected ecosystem actors that arrange the circulate of worth’.
  • Tackle searchability and belief, one platform agnostic and throughout all platforms
  • Uniting silent platforms to deal with the challenges inherent within the platform mannequin relatively than advance the notion of a common platform or platforms
  • Allow autonomy of consumers and sellers
  • Align community, platform and end-users incentives in order that the collective succeeds solely by way of end-users success

Aims of establishing of ONDC,

  • Be environment friendly at scale and allow population-scale adoption
  • Promote interoperability between collaborating platforms and software program purposes to create an open, inclusive and aggressive market
  • Set up a public digital infrastructure on which business individuals can develop and implement quite a lot of providers
  • Make digital commerce small-business pleasant
  • Pave the way in which to unlock innovation to re-imagine digital commerce
  • Guarantee fast digitization of MSMEs and adoption of digital commerce by each rural and concrete customers with equal ease and comfort

Targets ONDC needs to realize

ONDC is striving for nationwide adoption of the community with a set of clearly outlined milestones:

  • Create ONDC community onboard consumers and sellers in every pin code of India
  • Bringing 300 million consumers to the ONDC community by way of numerous purchaser aspect platforms by the tip of 2024
  • Convey 30 million sellers and vendor catalogs to the ONDC community by way of a whole lot of vendor aspect platforms by the tip of 2024
  • ONDC to generate a mean of 300 million orders monthly by the tip of 2024

raised issues

Like another new initiative, ONDC has been analyzed by consultants and a few issues have been expressed. Crucial factor since registration in ONDC is that its success will be measured solely by the variety of e-commerce platforms registered on it. If the most important e-commerce gamers chorus from registration, then that is probably not the principle motive behind the initiative.

As well as, there’s a must create extra consciousness and technical help to assist native distributors and small companies register themselves. Cost associated points may come up when a shopper connects different providers in a single transaction.

One other concern is that if a shopper encounters any drawback with respect to the standard of the services or products being transacted or delivered, whose accountability will it’s? Since it’s not clear how the assorted e-commerce legal guidelines will apply to ONDC, and the way ONDC matches into the authorized panorama of e-commerce in India, the problem of legal responsibility of ONDC stays unanswered.

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