ONDC

ONDC operates an open-network commerce infrastructure model. It creates value by defining and maintaining shared commerce protocols, participant access layers and operational tooling that allow multiple independent buyer and seller applications to interoperate. Instead of aggregating supply and demand inside a single proprietary marketplace, it acts as a neutral network layer that enables discovery, order routing and ecosystem coordination across participants. This model supports broad ecosystem participation, lowers dependency on closed platforms and shifts commercial activity to connected participants rather than centralising it within ONDC itself.

ONDC is an India-based, government-backed digital commerce network that provides open protocol infrastructure enabling interoperability between buyer applications, seller applications, logistics providers, gateways and merchants. Rather than operating as a centralised marketplace, it allows product discovery, order routing and transaction flows to occur across multiple independent apps using a shared network standard. Its related tools include a participant portal for onboarding and integration management, open data services for network transparency, and commerce solutions such as DigiDukaan for B2B retail procurement.

The organisation creates value by reducing platform lock-in and lowering coordination friction across the commerce ecosystem. Its direct customers and users are businesses and institutions participating in the network, including marketplaces, merchant platforms, logistics providers, fintechs, developers, merchants, retailers and policymakers. It does not appear to monetise like a high-take-rate marketplace; instead, it likely relies on low network fees, ecosystem support and participant-related services while enabling participants themselves to earn transaction fees and service revenue.