Decoding ONDC: Perspective for Marketers

Joint report by Digital India Foundation and Publicis Groupe

Welcome to the next evolution of ecommerce in India, enabled by the Open Network for Digital Commerce (ONDC). ONDC aims to democratise e-commerce by bringing multiple buyers, sellers, and gateway service providers on an open network to perform rule-based transactions.
In this joint report by Digital India Foundation and Publicis Groupe, we explore ONDC’s capabilities, opportunities, and risks from the eyes of marketers.

 

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ONDC

ONDC: A Pivotal Breakthrough

ONDC opens up an exciting new opportunity to democratize ecommerce in India. ONDC aims to:

  • Facilitate a decentralized and an interoperable ecosystem that will encourage widespread participation from all players, big and small, in the retail space.
  • Promote autonomy to enable free movement of value through the supply chain.
  • Enable platform-agnostic discoverability.

Opportunities for Marketers

As an input to our report, we conducted a survey on how ONDC is perceived by senior brand leaders across industries.

ONDC enables multiple opportunities for brands who will register their products on the network.

  • Increased reach, product discoverability
  • Reduction in cost per sale
  • Data and Insights
    • Insights from ONDC network
    • Insight from buyer-side applications
    • Insights from seller-side applications
  • Increased flexibility

Marketers need to build ONDC specific capabilities in five key elements of commerce

Table of Contents

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