Why ONDC hasn’t got very far and what it must do to win in India’s e-commerce market
First, the consumer experience is weak. UPI is simple: scan, pay, and you’re done. ONDC, by contrast, feels fragmented. Search results vary. Returns, refunds and customer support are inconsistent. This can frustrate users. E-commerce today is not just about prices, but about trust, reliably speedy deliveries and easy returns. ONDC may have underestimated high market expectations.
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