Advanced International Journal of Multidisciplinary Research

E-ISSN: 2584-0487 •   Impact Factor: 9.11

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The Great Unbundling: Analyzing the ONDC Revolution and Its Impact on India’s Retail Ecosystem (2022-26)

Author(s) Dr. Dipesh Bhagvanji Nathwani
Country India
Abstract The Indian digital commerce landscape is undergoing a systemic transition from a platform-centric ‘walled garden’ model to an open-network architecture facilitated by the Open Network for Digital Commerce (ONDC). Historically, the e-commerce sector has been dominated by a duopoly of global aggregators, where centralized control over discovery, payments, and logistics created high entry barriers for Micro, Small and Medium Enterprises (MSMEs). This research paper investigates the ‘unbundling’ of the e-commerce value chain through the Beckn Protocol, a decentralized set of specifications that fosters interoperability between disparate buyer and seller applications. Utilizing a mixed-methods approach, this study analyses market data and adoption metrics from 2024 to 2026. Findings indicate that ONDC has successfully reduced commission-based friction, allowing MSMEs to retain higher profit margins while increasing price transparency for consumers.
Despite these gains, the research highlights critical operational challenges –specifically the complexity of multi-party grievance redressal and the standardization of digital cataloguing in a decentralized environment. The paper concludes that while ONDC’s current market share is nascent, its status as a Digital Public Infrastructure (DPI) marks the paradigm shift in Indian economic policy, signalling a transition toward a more equitable, competitive and inclusive digital marketplace by 2030.
Keywords Open Network for Digital Commerce (ONDC), Digital Public Infrastructure (DPI), Beckn Protocol, Unbundling of Retail, MSME Digitization, Interoperability, and Hyper-local Commerce
Discipline Sociology > Administration / Law / Management
Published In Volume 4, Issue 5, September-October 2026
Published On 2026-09-11
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