DEMOCRATIZING DIGITAL COMMERCE: ONDC AND THE FUTURE OF MARKET COMPETITION IN INDIA (2026)

The Indian e-commerce landscape has historically been dominated by a duopoly, where a few multinational aggregators controlled market access, search visibility, and supply chains. This platform-centric model created massive entry barriers for micro, small, and medium enterprises (MSMEs), limiting their reach and squeezing profit margins through steep commissions.





