A review of ONDC's digital warfare in India taking on the e-commerce giants
Keywords:ONDC, Digitalization, E-Commerce, monopoly, DPIIT, E-comm Sustainability.
Geographic and linguistic distances are becoming less relevant due to digital technology advances. Due to digitalization, E-commerce is one of the many technological breakthroughs that have directly and indirectly impacted consumers' lives. With the rise of e-commerce, consumers may more easily choose items that meet their interests, and quality and reputation can be verified. For this reason, e-commerce businesses have risen to prominence in consumers' lives. Customers may engage with sellers and buyers via online and mobile platforms for a unique selling or purchasing experience because the e-commerce industry relies on digital technologies. But with time, this market became opaque due to the monopolistic practices of some of the world's largest e-commerce companies, who began to exert influence over consumer purchasing habits. Those players' interests must be safeguarded in a country like India, where small retail firms control more than 80 percent of the retail segment. As a measure, the Indian government developed a new concept called Open Network for Digital Commerce (ONDC) to protect merchants and buyers. When it comes to online shopping, this ONDC architecture is going to have a significant impact. Without a doubt, ONDC is addressing numerous concerns regarding future Indian e-commerce challenges, even though it is unclear what ONDC aims to achieve with the network's many building pieces or what privacy and security protections it intends to put in place for data interchange. All the befits and challenges of ONDC are highlighted in this article.
 Sarkar, G. (2022, April 28). Nandan Nilekani is building ONDC to curb Amazon-Flipkart dominance in eCommerce. Inc42 Media. Retrieved July 11, 2022, from https://inc42.com/buzz/nandan-nilekani-is-building-ondc-to-curb-amazon-flipkart-dominance-in-ecommerce/
 Cyrill, M., & Bhardwaj, N. (2022, May 27). What is the ONDC, and how will it impact online retailers in India? India Briefing News. Retrieved July 11, 2022, from https://www.india-briefing.com/news/what-is-the-open-network-for-digital-commerce-ondc-and-how-will-it-impact-ecommerce-in-india-23463.html/
 John, R. (2022, May 12). Explained: The open e-commerce network ONDC that Flipkart, Amazon and others are planning to join. Firstpost. Retrieved July 11, 2022, from https://www.firstpost.com/business/explained-the-open-e-commerce-network-ondc-that-flipkart-amazon-and-others-are-planning-to-join-10666601.html
 Desk, B. (2022, April 29). Traders get open E-commerce network in 5 states. what is ONDC and how will it benefit you? News18. Retrieved July 12, 2022, from https://www.news18.com/news/business/traders-get-open-e-commerce-network-in-5-states-what-is-ondc-and-how-will-it-benefit-you-5079721.html
 Editor, I. (2021, July 24). Time is ripe for India to explore innovative ways to bridge the gaps in e-commerce markets, in this context discuss the significance of open network for Digital Commerce (ONDC). INSIGHTSIAS. Retrieved July 12, 2022, from https://www.insightsonindia.com/2021/07/24/time-is-ripe-for-india-to-explore-innovative-ways-to-bridge-the-gaps-in-e-commerce-markets-in-this-context-discuss-the-significance-of-open-network-for-digital-commerce-ondc/
 Mathi, S. (2022, March 17). Explained: What is the ONDC and how will it work? MediaNama. Retrieved July 12, 2022, from https://www.medianama.com/2022/03/223-ondc-strategy-paper-summary/
 Dash, B., & Ansari, M. F. (2022). An Effective Cybersecurity Awareness Training Model: First Defense of an Organizational Security Strategy.
 Wren, A. (2022). Digitalization and the transition to services. Digitalization and the Welfare State, 41â€“63. https://doi.org/10.1093/oso/9780192848369.003.0003.
 Dash, B., & Ansari, M. F. (2022a). Self-service analytics for data-driven decision making during COVID-19 pandemic: An organizationâ€™s best defense. Academia Letters, 2. https://doi.org/10.20935/AL4978.
 Hari, S. (2022, June 24). What is ONDC, the e-commerce revolution of 2022? - gofrugal: Retail ERP software: Erp for distributors, restaurants. Gofrugal. Retrieved July 12, 2022, from https://www.gofrugal.com/blog/what-is-ondc-the-e-commerce-revolution-of-2022/
 Gupta, M. (2022, July 11). ONDC: Dawn of Deep Hyper Logistics. LinkedIn. Retrieved July 12, 2022, from https://www.linkedin.com/pulse/ondc-dawn-deep-hyper-logistics-manoj-gupta
 P, S. (2022, September 8). Ondc charts new strategy as it races against time to meet deadline. The Economic Times.
LicenseAuthors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under aÂ Creative Commons Attribution Licensethat allows others to share the work with an acknowledgement of the work''s authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal''s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (SeeÂ The Effect of Open Access).