India’s E-commerce Landscape Is Changing — And ONDC Is at the Center of It

 


India’s digital commerce space is going through a major shift. For years, online selling has largely been controlled by a few large marketplaces. But now, a new model is emerging — one that is more open, interoperable, and seller-friendly.

At the heart of this transformation is the Open Network for Digital Commerce (ONDC), a Government of India–backed initiative launched in 2023. The goal of ONDC is simple but powerful: make digital commerce accessible to everyone — not just large platforms.

Instead of operating like a traditional marketplace, ONDC works as an open network. It separates the ecosystem into different components such as buyer apps, seller apps, logistics providers, and payment systems. These systems communicate with each other through a common protocol.

If this sounds familiar, that’s because it works in a way similar to UPI, which transformed digital payments in India. Just like UPI allows users of different banking apps to send money to each other, ONDC allows buyers and sellers to interact across multiple platforms without being locked into a single marketplace.

ONDC Growth: What the Numbers Tell Us (2024–2026)

Since its launch, ONDC has grown rapidly and is already processing a significant number of transactions across categories.

Here are some of the key milestones that show how quickly the network is scaling:

  • 350+ million cumulative transactions processed by late 2025

  • March 2025 alone recorded around 1.6 crore orders, pushing total transactions to roughly 20.4 crore

  • By early 2025, the network was handling 5–6 lakh orders every day

  • The projected goal for 2026 is 50–60 lakh daily transactions, which would represent nearly 10× growth

Seller Ecosystem Growth

The seller side of the network has also expanded significantly:

  • 7.6 lakh+ sellers and service providers onboarded by April 2025

  • 1.16 lakh active retail sellers across 630+ cities by December 2025

  • Sector-wise Adoption

    Different sectors are growing at different speeds on ONDC.

    • Mobility services account for nearly 40% of transactions, and the category grew 120% in just eight months

    • Non-mobility categories expanded by 825%

    • Food delivery alone saw a 300% surge

    Enterprise Participation

    Large brands have also started experimenting with the network. Over 8 lakh service providers have integrated with ONDC, including companies such as Domino’s, Unilever, Haldiram’s, and Wow! Momo.

    Geographic Expansion

    One of ONDC’s biggest strengths is its reach beyond metro cities. The network is now operational in 800+ cities and towns, with strong adoption in Tier-2, Tier-3, and Bharat markets.


  • Top ONDC Seller Apps in 2026

    Although many platforms were originally listed on ONDC, only a handful have scaled reliably. Below are some of the most relevant seller platforms operating on the network today.

    1. Costbo

    Overview

    Costbo is designed as a full-stack ONDC Seller Operating System. Instead of solving only one piece of the puzzle, it manages the entire seller journey — from catalog management to order processing, logistics integration, payments, and compliance.

    With a single integration, sellers can distribute their products across multiple buyer apps such as Magicpin, DigiHaat, Bajaj Markets, and others.

    Pros

    • End-to-end ONDC seller lifecycle management

    • Fully compliant with the latest ONDC protocol versions

    • Single integration enables selling across multiple buyer apps

    • Advanced analytics, automation, and reporting tools

    • Works for MSMEs, D2C brands, and large enterprises

    Cons

    • Built for serious commerce operations, so it may be more than what very small hobby sellers need.

    2. ShopClues

    Overview

    ShopClues participates in ONDC primarily as an extension of its existing marketplace ecosystem. Sellers already using ShopClues can gain some visibility on the ONDC network.

    Pros

    • Familiar environment for existing ShopClues sellers

    • Marketplace-driven discovery

    Cons

    • Limited seller-level control

    • Not a dedicated ONDC seller operating system

    • Restricted customization and analytics

    3. Mystore

    Overview

    Mystore focuses on enabling small retailers and micro businesses to quickly set up a storefront on ONDC.

    Pros

    • Quick onboarding

    • Simple interface

    • Suitable for small local businesses

    Cons

    • Limited automation tools

    • Basic order and inventory workflows

    • Not ideal for high-volume sellers

    4. UdyamWell

    Overview

    UdyamWell focuses on assisted onboarding for MSMEs, helping traditional businesses enter digital commerce with support and guidance.

    Pros

    • MSME-friendly onboarding process

    • Guided setup and support

    • Useful for first-time digital sellers

    Cons

    • Less automation compared to tech-first platforms

    • Service-heavy approach

    • Not designed for rapid scaling

  • 5. Shiprocket

    Overview

    Shiprocket plays a logistics-first role in the ONDC ecosystem. It focuses primarily on shipping, fulfillment, and delivery services.

    Pros

    • Strong nationwide logistics network

    • Reliable last-mile delivery

    • Good for sellers who prioritize shipping capabilities

    Cons

    • Not a full seller platform

    • Limited catalog and order orchestration features

    • Often requires integration with other seller platforms

    • Final Thoughts

      By 2026, ONDC is no longer just an experiment — it has evolved into production-grade digital commerce infrastructure.

      Many platforms in the ecosystem focus on solving one specific piece of the commerce puzzle, such as logistics, payments, POS systems, or category-specific selling.

      However, only a few platforms aim to manage the entire seller journey end-to-end.

      For businesses that want control, scalability, protocol compliance, and long-term growth on ONDC, platforms like Costbo provide a full-stack seller operating system designed specifically for the network.

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