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The Indian startup ecosystem is going gaga over this Buzzword:
ONDC.
What is ONDC?
What is the next revolution from the Indian government in the E-commerce space?
Why is ONDC being called the UPI of E-commerce?
Is this the end of Amazon, Flipkart in India?
Here's a simple breakdown (for beginners):👇🏽☕️
Before we deep dive, here's a Tale of the tape:
The Indian online grocery market is estimated to reach US$ 26.93 billion in 2027 from US$ 3.95 billion in FY21, expanding at a CAGR of 33%.
India's consumer digital economy is expected to become a US$ 1 trillion market by 2030, growing from US$ 537.5 billion in 2020, driven by the strong adoption of online services such as e-commerce and Ed-tech.
According to Grant Thornton, e-commerce in India is expected to be worth US$ 188 billion by 2025.
With a turnover of US$ 50 billion in 2020, India became the eighth-largest market for e-commerce, trailing France, and a position ahead of Canada.
PROBLEM STATEMENT:
Despite such soaring numbers and great potential in the Indian E-commerce space, there's still a massive gap in the marketplace aggregators platform.
Their current platform centric model in the E-commerce value chain;
A seller can only transact through the specific platforms they are both listed on.
Explain me like I'm FIVE:
Buyer's Perspective:
- A buyer needs something
- goes on to their favorite app searches for the item and finds limited options to buy
- has to juggle between multiple apps
to find more options
- there are so many other sellers NOT available on the apps the buyer uses
- they could potentially have offered her better options in terms of price, quality and delivery
- but due to handicaped with options and no way to discover them, it becomes frustration for both the parties.
Seller Perspective:
- Seller usually lists themselves on a limited number of apps
- There are several other apps from which buyers are ordering the same items where they are not registered
- A massive penetrative opportunity is missed for the
seller
- Compliance and the terms and conditions of these platform apps is really painful for Sellers as they're restricted to only follow these.
- And even if they decide to build their own platforms; it's not feasible for most sellers given that the setup and it's operation is complex and expensive to set up the entire e-commerce value chain
- This very reason limits millions of buyers and sellers are unable to join the existing e-commerce model.
This a huge opportunity to address.
SOLUTION:
ONDC or Open Network for Digital Commerce
is a government of india-backed initiative,
A network-based open protocol that will transform the e-commerce landscape in India by connecting all the buyers to all the sellers on the network.
This happens through an interoperable protocol that allows the unbundling of the e-commerce value chain this will freely enable a buyer using one app to transact with a seller listed on a different app as long as both apps are on the ondc network.
ONDC's architecture is similar to that of UPI (Unified Payment Interface)
How UPI works for Digital payments where a sender and a receiver can have different banks & can be on different payment apps, still have a transaction through UPI.
Likewise on ONDC, the buyer and the seller can be on different apps and can still have a transaction.
ONDC is designed to bring the next big revolution to the e-commerce industry.
HOW ONDC WORKS:
- A Buyer can connect with the network through:
- chat widget
- an app
- an ivr solution
- or a website
basically any type of application and search for an item.
- ONDC Gateway checks the multi-domain registry and broadcasts this search to a large number of Sellers.
- As per the category of items searched sellers can be listed on any app on the network search results show the buyer multiple options to choose from.
- Buyer picks the one they like the most and add details of the delivery options.
- ONDC Gateway broadcasts a request with buyers location details as well as of the seller to all Logistics providers that serve at both locations
- Search results show how multiple delivery options to pick from; Buyer can choose from sellers who can deliver the products themselves or they can also choose from other delivery service providers.
- Buyer picks the best option, goes to the checkout page and confirms the details before making the payment through her preferred mode of payment, completes the transaction and the money is received on both ends.
All of these measures leads to profitability on the seller side.
ONDC as an instrument is a cushion platform to averse the risk of replacement of sellers in such a large market.
Sustainability and profitability is always scrutinised as losing on customers and access to the buyer universe in India is a shame as a business builder.
The best feature of this open network protocol I love personally is the "Portable Network wide reputation"
No matter what platform a seller gets shifted into, their rating, reputation score stays intact, platformwide!
This is just a start in the next revolution India is building for the world.
We triumphed with UPI, this is just another step.
Projected Impact of ONDC in the next 5 years is huge.
- Rs 3.75L Crores Additional Gross Merchandising value
- ~7 Crores annual purchase through the network
- 12L sellers and 90L Buyers on the network.
Startup founders and business builders, building in the ONDC space, what's your experience and feedback so far?
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