“Our objective is to build a vibrant digital commerce universe starting with India, but eventually globally. We are not just a B2C activity, we are B2B – we get several thousand B2B orders. We have done our first international transaction as well, and we are ramping up. Very evidently, this is starting in India but not limited to India,” he said, to introduce ONDC.
ONDC is about decentralising ecommerce, so that is not dependent on any one particular party or any one central infrastructure and to make it accessible to everyone. The variety of sellers across categories from a small a handicraft maker to a handcart vendor – all of them are live on a network and consumers can place orders. The reach of the network is not supposed to be limited to known and big brands. There are a large number of brands that are available on the network across various categories, including various D2C brands.
Joshi spoke about how ONDC helps the D2C revolution in 10 ways. According to him, “The ONDC (Open Network for Digital Commerce) revolutionises the Direct-to-Consumer (D2C) landscape through a multifaceted approach aimed at empowering sellers. Firstly, sellers benefit from the ONDC Academy, which provides comprehensive educational resources and certification programs, driving excellence through NPS (Net Promoter Score).”
Secondly, the platform actively cultivates a diverse pool of buyer and seller Network Participants (NPs) to ensure broad coverage across all sectors, geographies, and use cases. Additionally, sellers receive extensive Network Support, including assistance with logistics, GM-OOR (Goods Movement-Out of Origin Region), RSF (Return to Seller Facility), scoring, and badging.
Fourthly, ONDC facilitates sellers' digital marketing efforts by developing playbooks and partnering with platforms like Meta credes to enhance their visibility and reach. Moreover, sellers can tap into various aids from government schemes, philanthropic organizations, and favourable rates from service providers, including access to free services.
Also, technical support is readily available through helpdesk services and resources, ensuring sellers can navigate the digital landscape effectively. In the next attempt, community building initiatives foster collaboration among sellers, facilitating the sharing of best practices and knowledge.
ONDC prioritises User Experience by ensuring ease of onboarding, updating catalogues, and optimizing for mobile devices, providing sellers with the tools they need to succeed. Additionally, self-promotion tools such as QR codes, playbooks, and catalysts empower sellers to enhance their visibility and engagement with customers.
Wrapping up his session at the BW Marketing World D2C Conclave 2024 which took place on 1 May, 2024 in the capital, Joshi pointed out, “Furthermore, sellers can leverage Performance Analytics provided by ONDC, gaining access to valuable data and growth insights to inform their business decisions and optimize their operations effectively. Overall, ONDC's comprehensive support ecosystem enables sellers to thrive in the D2C space by providing the necessary resources, support, and community engagement.”
In a keynote session, Shireesh Joshi, Chief Business Officer & President, Open Network for Digital Commerce (ONDC), outlined the basics of what ONDC is doing to help D2C brands to succeed in online shopping.
