As India accelerates its transition to an inclusive digital economy, the Open Network for Digital Commerce (ONDC) is emerging as a pivotal enabler of e-commerce for micro, small, and medium enterprises (MSMEs), self-help groups (SHGs), and rural artisans. Backed by the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce & Industry, ONDC is reshaping the online retail landscape through interoperability, cost efficiency, and multi-platform participation.
Unlike traditional e-commerce platforms that operate in silos, ONDC offers a decentralised, open network where sellers and buyers can interact across compliant applications—irrespective of the platform they join. This model not only reduces the cost of customer acquisition and transaction processing but also broadens access for digitally underserved businesses and consumers.
To enhance accessibility, ONDC has launched “ONDC Sahayak,” a WhatsApp-based chatbot available in five Indian languages, with plans to expand to 22. This initiative aims to guide sellers and buyers through onboarding and service queries in a language they understand. In parallel, a multilingual Seller Handbook—now available in 14 Indian languages—is being widely distributed to support first-time sellers in navigating digital commerce confidently.
Further supporting MSMEs, the Ministry of Micro, Small and Medium Enterprises has rolled out the Trade Enablement and Marketing (TEAM) scheme. This scheme offers financial assistance for onboarding, cataloguing, logistics, packaging, and account management. Notably, 50% of TEAM scheme beneficiaries will be women-led enterprises, advancing the goal of inclusive entrepreneurship.
The Ministry of Rural Development’s flagship platform, eSaras.in, has also joined the ONDC network. Through this integration, over 800 handcrafted products created by SHGs are now digitally accessible nationwide via a central warehouse in the Delhi-NCR region.
Several state governments are aligning with ONDC’s mission. Himachal Pradesh is promoting its indigenous products via the HimIra brand under its State Rural Livelihood Mission, while Andhra Pradesh is implementing a broad program to help cooperatives and small enterprises sell through the network.
ONDC’s outreach extends beyond onboarding. With over 3,000 hours of virtual training and 200+ hours of technical sessions delivered to more than 50,000 startups, students, and entrepreneurs, the initiative is building a digitally skilled ecosystem. Strategic partnerships with institutions like SIDBI, NABARD, and Common Services Centres (CSCs) are further enabling rural and social sector sellers to tap into the national digital market.
Buyers also benefit from ONDC’s inclusive architecture. Broader seller participation ensures diverse product offerings, competitive pricing, and access to region-specific goods. By dismantling platform monopolies and encouraging innovation across sectors, ONDC is creating a more equitable digital marketplace for all.
These developments were shared by Shri Jitin Prasada, Minister of State for Commerce & Industry, in a written reply to the Lok Sabha, highlighting the growing impact of ONDC in advancing digital commerce across India.
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