Onboarding of e-commerce giants crucial to ensure success of ONDC

There are also players such as Google and Reliance-backed Dunzo, Paytm, PhonePe and Reliance Retail-owned last-mile logistics company, Grab, which are joining ONDC to provide various services

When Open Network for Digital Commerce (ONDC) was conceived last December, the idea was to reduce the dominance of e-commerce giants like Amazon and Flipkart. It was also to bring in a level-playing field for small merchants in India’s fragmented but fast-growing $1-trillion retail market.

However, those goals have changed now as large e-commerce players such as Flipkart, Amazon and Ecom Express are in various levels of talks with the ONDC team.

They want to form partnerships like integrating with the network as well as providing their expertise to build it, according to the industry sources.

However, none of these