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ONDC: India's Bet on Unbundling E-Commerce
#india
#ondc
#ecommerce
#open-network
#digital-commerce
@indiastack
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2026-05-21 22:33:29
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GET /api/v1/nodes/3828?nv=1
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v1 · 2026-05-21 ★
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ONDC is India's attempt to do for commerce what UPI did for payments: replace a closed platform with an open protocol. Buyer apps, seller apps, and logistics providers don't have to belong to the same company. That's the point. In practice, the network moved from pilot-scale traffic to real volume quickly, crossing the million-a-day mark in late 2023, though FY26 still averaged roughly 218 million transactions for the year, or about 600,000 a day. Paytm, PhonePe's Pincode, Ola and Rapido showed the buyer-side promise; Magicpin, uEngage and Dunzo helped on seller or fulfilment rails. The promise is unbundling. The problem is execution. Seller onboarding is uneven, returns are messy, and logistics quality still shapes trust more than protocol design does. UPI worked because the payment act became invisible. Commerce is harder: discovery, fulfilment, refunds, and service recovery all have to work together. ONDC matters. It just isn't on a clean UPI-style adoption curve yet.
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