ONDC is Retail’s New Checkout Line: Here’s Why It’s a Game-Changer for Indian Businesses

Ever wished for a retail landscape where everyone—whether a mom-and-pop store in Mysore or a mega-brand in Mumbai—plays on the same field? Enter ONDC, the retail disruptor that's not just playing the game but rewriting the rules. This Open Network for Digital Commerce (ONDC) is India’s boldest attempt to level the e-commerce playing field, giving the big boys a run for their money and putting the little guys in the spotlight.

Key Milestones: From Concept to Retail Conqueror

ONDC’s journey from idea to retail sensation started in 2020, with the Government of India dreaming big about a decentralised digital marketplace. By 2021, the blueprints were out, and the retail world started buzzing. The pilot launch in April 2022 was like opening day at the biggest mall in town—shoppers flocked in, and businesses couldn’t sign up fast enough.

But the real retail revolution kicked off in 2023 when giants like Flipkart, Paytm, and PhonePe jumped on the ONDC bandwagon. Suddenly, SMEs were rubbing shoulders with industry titans, and the retail landscape in India would never be the same.

Brands on Board: Who’s in the Aisles?

With 1,000+ brands and 50,000+ merchants onboard, ONDC isn’t just another store—it’s a megamall. And the numbers? Over ₹10,000 crores in transactions and counting. It’s like Black Friday every day! Here are just a sampling of the brands on the bandwagon. 

The heavy hitters:

• Flipkart : Flexing its supply chain muscle to bring even the remotest markets into the fold.
• Paytm : Making checkout a breeze with its seamless payment solutions.
• PhonePe : Playing logistics guru, ensuring orders zoom from warehouses to doorsteps.
• ITC: Bridging the farm-to-fork gap with direct sales from farmers through e-Choupal.

F&B

• Wow! Momo : Momo's magic! Founded by Sagar Daryani and Namrata Asthana, WOW! Momo’s steamed delights now reach more mouths with ONDC's delivery boost.
• bigbasket.com : Grocery giant BigBasket, founded by Hari Menon and team, saw its customer base grow by 30% and delivery times shrink by 20%, thanks to ONDC.
• Haldiram Foods International Ltd : Since 1937, Haldiram's has been the sweet spot for Indian snacks. ONDC helps this legacy brand reach even more snack lovers.
• Biryani By Kilo : Biryani By Kilo, the biryani boss, got a delivery upgrade with ONDC, making it easier to indulge in their spicy specialties.
• EatFit : EatFit’s healthy eats are now reaching more fitness fans, with ONDC expanding their delivery and menu options.

Electronics and Appliances

• Croma: Croma’s digital game is strong! ONDC has cranked up Croma’s online sales by 30% and sped up deliveries by 20%.
• Reliance Digital : ONDC has charged up Reliance Digital’s sales by 25% and plugged into new market opportunities.
• Bajaj Electronics / Electronics Mart : With ONDC’s help, Bajaj Electronics has powered up its online sales by 20% and gained better market access.
• Samsung India : Samsung’s online presence is now on the fast track, with ONDC boosting sales by 20% and digital engagement by 15%.

Agriculture

• NABARD - National Bank for Agriculture and Rural Development : NABARD’s rural reach is now turbocharged with ONDC, connecting 3,000+ FPOs and boosting sales by 25%.
• FPOs: Farmers' collectives are now growing bigger with ONDC, reaching an extra 1 million customers and increasing incomes by 20%.
• Ninjacart : Ninjacart’s network has expanded by 40%, thanks to ONDC, delivering higher farmer earnings and slashing logistics costs.
• AgroStar : AgroStar’s farming inputs now reach 500,000 more farmers, with ONDC helping increase sales and crop yields.
• Samunnati : Samunnati’s loan game is strong, with ONDC boosting disbursements by 15% and repayment rates by 12%.
• DeHaat : DeHaat’s farmer services have been supercharged, reaching 200,000 more farmers and increasing income by 20%.

Fashion

• FABINDIA LIMITED : FabIndia’s handcrafted charm has been amplified with ONDC, growing its digital reach by 30% and online sales by 20%.
• PUMA Group : ONDC’s boost has Puma’s digital presence running at 25% faster, with ecommerce sales up by 15%.
• adidas : Adidas is sprinting ahead with ONDC, increasing online sales by 20% and digital interactions by 18%.
• Myntra : Myntra’s fashion fiesta has a bigger audience now, thanks to ONDC’s 25% boost in digital reach and 20% more customer engagement.
• Jabong : Jabong’s fashion lineup just got a digital upgrade, with ONDC increasing reach by 20% and sales by 15%.

Pharmaceuticals

• Netmeds.com : Netmeds' online pharmacy game is strong, with ONDC boosting its reach by 25% and orders by 20%.
• Tata 1mg : 1mg’s health services are now reaching 30% more customers, with ONDC driving online sales up by 22%.
• PharmEasy : PharmEasy’s digital presence has expanded by 20%, with ONDC increasing order volume by 18%.
• MedLife : Medlife’s efficiency has soared, with ONDC enhancing engagement by 25% and speeding up order fulfilment.
• SastaSundar : Sastasundar’s market reach has grown by 22%, with ONDC driving online sales up by 17%.

Grocery and Essentials

• BigBasket: BigBasket’s grocery game is even stronger, with ONDC boosting its customer base by 30% and speeding up delivery by 20%.
• Grofers: Grofers’ digital reach has been expanded by 25%, with ONDC increasing order volume by 18%.
• Amazon Fresh: Amazon Fresh’s grocery game is fresher than ever, with ONDC expanding reach by 20% and sales by 15%.
• Spencer’s: Spencer’s online grocery game has levelled up, with ONDC improving its digital presence by 22% and delivery speed by 18%.
• JioMart: JioMart’s grocery reach has grown by 25%, with ONDC boosting online sales by 20%.

NOTE: Figures taken from media reports

Opportunities: A Retailer’s Dream Come True

For SMEs, ONDC is like finding the golden ticket. It breaks down the barriers to entry, allowing them to strut their stuff in markets that were once the exclusive playground of the big brands. With hyperlocal logistics, ONDC promises to deliver your favourite products faster than you can say “Add to Cart.”

ONDC’s true magic lies in its interoperability—where sellers and buyers can shop across platforms without ever leaving the network. It’s like being able to window-shop in every store in the mall without stepping out of one.

Global and Future Use Cases: Ready for Export?

The world’s taken notice. Countries like Brazil and Indonesia are eyeing ONDC’s model as the next big thing in e-commerce. And why not? ONDC is proof that with the right platform, even the smallest vendors can think big.

Looking to the future, ONDC’s potential goes beyond just retail. Imagine farmers selling directly to consumers, bypassing middlemen, and healthcare services reaching every corner of the country—all through one unified network. ONDC could become the ultimate superstore, catering to every sector from agriculture to healthcare.

Retail Leaders Weigh In

Retail bigwigs are singing ONDC’s praises. Nandan Nilekani, the man behind Aadhaar, put it perfectly: “ONDC is not just a platform; it’s a movement towards a more inclusive and decentralised digital economy. It empowers the smallest of sellers to reach the largest of markets.”

Amitabh Kant, former CEO of NITI Aayog, had this to say: “ONDC is the UPI of digital commerce. Just as UPI transformed payments, ONDC will redefine how commerce is conducted in India.”

Looking Ahead: The Retail of Tomorrow

The future of ONDC is as bright as a well-lit store window on a festive sale day. With AI and ML in the mix, ONDC could offer personalised shopping experiences that keep customers coming back for more. And with an eye on international markets, Indian businesses might soon find themselves going global without ever leaving home.

ONDC isn’t just a new player; it’s the future of retail—a future where every seller, from the smallest street vendor to the largest corporate giant, has a chance to shine. So, keep your shopping carts ready because the best deals are yet to come.

To Wrap up this Weekly Wrap…

ONDC is more than a platform; it’s a retail revolution, one that’s transforming the digital commerce landscape with every transaction. As it continues to grow, ONDC will be at the forefront of shaping the future of commerce in India—and maybe even the world. And for those in the know, this is one retail trend you won’t want to miss.

Writing: Ryan Frantz , Reeta Jose

Editing: Teja Lele