• Dr Archana Nair
• Dr Jharna Tolani

The Open Network for Digital Commerce (ONDC), launched by the Government of India, marks a significant change in digital commerce by shifting from platform-based models to network-based ones. Built on the principles of digital public infrastructure, ONDC aims to empower small businesses, farmers, and consumers. It does this by lowering entry barriers, promoting fair competition, and broadening market access. Besides fostering economic inclusion, ONDC has the potential to change consumption patterns toward sustainability. It does this by encouraging local sourcing, reducing reliance on monopolistic supply chains, and increasing transparency in digital transactions. This paper looks at ONDC as a driver for inclusive and sustainable e-commerce in India, focusing on Namma Yatri, an urban mobility platform that uses ONDC. Through evidence from reports and pilot outcomes, the study examines how Namma Yatri’s zero-commission model and multimodal integration boost driver earnings, make services more affordable for consumers, and encourage sustainable urban transport practices. The paper suggests that ONDC’s open-network design can act as a model for democratizing digital commerce; while also pointing out the challenges related to adoption, network fluidity, and user trust.

ONDC, E-Commerce, Sustainability, Inclusivity, Consumer Behavior

"CATALYZING INCLUSIVE AND SUSTAINABLE E-COMMERCE IN INDIA: AN EMPIRICAL STUDY OF THE OPEN NETWORK FOR DIGITAL COMMERCE (ONDC)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 1, page no.e75-e83, January-2026, Available :http://www.jetir.org/papers/JETIR2601411.pdf

"CATALYZING INCLUSIVE AND SUSTAINABLE E-COMMERCE IN INDIA: AN EMPIRICAL STUDY OF THE OPEN NETWORK FOR DIGITAL COMMERCE (ONDC)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 1, page no. ppe75-e83, January-2026, Available at : http://www.jetir.org/papers/JETIR2601411.pdf