If you run a D2C brand in India, you have probably heard of ONDC — the Open Network for Digital Commerce. Launched by the Department for Promotion of Industry and Internal Trade (DPIIT) under the Ministry of Commerce, ONDC is a government-backed initiative that is fundamentally changing how digital commerce works in India. Think of it as UPI, but for buying and selling products online.
In 2026, ONDC is no longer just an experiment. It is a live, growing network with millions of transactions happening every month across food, grocery, fashion, home, and lifestyle categories. If your D2C brand is not on ONDC yet, you are leaving a real distribution channel on the table.
This guide breaks down exactly what ONDC is, how it benefits your brand, and how to get started — without the jargon.
What Is ONDC and Why Does It Matter for D2C Brands?
Traditional Indian ecommerce is dominated by large aggregator marketplaces like Amazon, Flipkart, and Meesho. These platforms decide your visibility, set commission structures, and own your customer data. As a D2C brand, you are always playing by someone else’s rules.
ONDC flips this model on its head. It is a decentralised, open-protocol network where any buyer-side app can discover and purchase from any seller-side app. Your brand is not locked into one platform. A customer using the Pincode app (by PhonePe) can find and buy from you even if you listed on a completely different seller app like Seller App or myStore.
Key reasons ONDC matters for D2C brands in 2026:
- Lower commissions: ONDC seller apps typically charge lower fees compared to large marketplaces, improving your margins.
- Broader reach: Your products can be discovered across multiple buyer apps simultaneously — Paytm, Magicpin, Pincode, and more.
- Control over your brand: You choose your pricing, catalogue, and policies without being subject to marketplace algorithms.
- Direct customer relationships: Some seller apps on ONDC allow you to capture richer customer data for remarketing.
- Government support: As an initiative backed by the Indian government, ONDC is receiving significant investment and merchant support programmes.
How the ONDC Network Works
ONDC operates on a three-party model:
- Buyer-side apps (BAPs): These are apps customers use to shop — Pincode (PhonePe), Paytm, Magicpin, and others integrating ONDC.
- Seller-side apps (BSPs / Seller Apps): These are platforms where brands list their products — Seller App, myStore, GrowthFalcons, Bikayi, and others.
- ONDC Network: The open protocol that connects buyer apps and seller apps seamlessly, so a buyer on any BAP can see sellers from any BSP.
As a D2C brand, you onboard via a Seller App (BSP). You do not deal directly with ONDC. Once listed, your products automatically become discoverable across all ONDC-integrated buyer apps. It is one listing, multiple channels.
Step-by-Step: How to Get Your D2C Brand on ONDC
Step 1: Choose the Right Seller App (BSP)
This is the most important decision. Your seller app handles your catalogue, inventory, orders, and payments. Prominent ONDC seller apps in India in 2026 include:
- Seller App — A widely used platform supporting multiple categories including fashion, home, and lifestyle.
- myStore — Well-suited for small and mid-size D2C brands looking for quick onboarding.
- GrowthFalcons — Focuses on seller analytics and growth tools alongside ONDC integration.
- Bikayi — Strong with vernacular-first merchants and regional D2C brands.
- eSamudaay — Good for local and hyperlocal commerce segments.
Evaluate each seller app based on: commission rates, catalogue management tools, logistics integrations, customer support quality, and analytics capabilities.
Step 2: Set Up Your Catalogue
ONDC requires your product listings to follow a standardised catalogue format. Most seller apps provide a dashboard where you input:
- Product name, description, and images
- MRP, selling price, and tax category (GST rate)
- SKU codes and inventory levels
- Category and subcategory mapping
- Serviceability — which pin codes you can ship to
Quality of your catalogue directly impacts discoverability. Invest in clear product photos, keyword-rich descriptions, and accurate category tagging. A well-structured catalogue on ONDC performs just like a well-optimised product page on any marketplace.
Step 3: Integrate Logistics
Most seller apps integrate with third-party logistics providers like Delhivery, Shiprocket, and others. You can choose self-fulfilment or rely on the logistics network available through your seller app. For D2C brands, define your serviceable pin codes clearly — inaccurate serviceability settings are a common reason for order failures on ONDC.
Step 4: Go Live and Monitor Performance
Once your catalogue is ready and logistics is set up, you go live on the ONDC network. Your products appear across integrated buyer apps. From here, focus on:
- Catalogue quality scores provided by your seller app
- Order acceptance rate and fulfilment time
- Customer ratings on buyer apps
- Return rate and grievance resolution time
ONDC vs Traditional Marketplaces: What to Expect
Many D2C founders ask: should we be on ONDC instead of Amazon or Flipkart, or in addition to? The answer in 2026 is: in addition to. ONDC is not yet a replacement for the volume and reach of large marketplaces. However, it is a strong supplementary channel — particularly strong in Tier 2 and Tier 3 cities where buyers prefer apps like Paytm and Magicpin.
- Commission structure: ONDC seller apps generally charge lower fees; margins are typically better than on major marketplaces.
- Volume: Amazon and Flipkart still drive higher order volumes for most categories; ONDC is growing but not at par yet.
- Brand control: ONDC gives you more flexibility in pricing and customer interaction; marketplaces have stricter policies.
- Returns and disputes: Dispute resolution on ONDC is still maturing; large marketplaces have established processes.
Tips to Succeed on ONDC in 2026
Optimise Your Listing for Search
ONDC buyer apps use keyword search just like any ecommerce platform. Include your primary keywords in the product title and description. Think about what your customer types when searching — and make sure those terms are in your catalogue.
Price Competitively Without Undercutting Yourself
Resist the urge to list significantly lower prices on ONDC versus your other channels. Maintain price parity to protect your brand value. Use ONDC to reach new customer segments, not to compete on price alone.
Focus on Fast Fulfilment
Buyer apps surface products from sellers with good fulfilment track records. If your acceptance rate and delivery speed are strong, you get better placement. Aim for same-day or next-day dispatch wherever possible.
Collect and Act on Ratings
Customer ratings on ONDC buyer apps directly influence your visibility. Encourage happy customers to rate their purchase and respond promptly to negative feedback through your seller app’s grievance system.
Use ONDC Alongside Your D2C Website
ONDC is a distribution channel — your D2C website remains the best place for brand storytelling, loyalty programmes, and customer retention. Use ONDC to acquire customers, and use your owned channels to retain them.
Is ONDC Right for Your Brand Right Now?
If your D2C brand sells in fashion, home, lifestyle, personal care, F&B, or electronics — and you are looking for incremental reach without paying marketplace-level commissions — ONDC is worth onboarding onto in 2026. The setup process through a seller app is straightforward, and the reach into Tier 2 and Tier 3 cities can be meaningful for growing brands.
Start with one seller app, get your catalogue right, and give it 60 to 90 days to understand how ONDC performs for your category and price point. The brands that win in Indian D2C in 2026 are the ones that treat every channel — Meta Ads, Google Ads, quick commerce, marketplaces, and ONDC — as part of a coordinated growth strategy.
ONDC is not going away. The question is just how soon you get on it.
