Amazon joins India-backed e-commerce initiative that\’s seeking to challenge the retail giant

Amazon has joined the Open Network for Digital Commerce (ONDC), a government-backed e-commerce initiative in India, to digitally enable small businesses and provide convenience and choice to customers. ONDC seeks to challenge the dominance of companies such as Amazon and Walmart\’s Flipkart in the Indian e-commerce market. The network is interoperable, meaning buyers and sellers can do business regardless of the app or services they use. The initiative is similar to the success of India\’s Unified Payments Interface (UPI), which disrupted the walled-garden mobile wallets from firms such as Paytm and MobiKwik. Amazon\’s participation in the ONDC network is a step towards the company\’s vision and commitment for India. ONDC CEO T. Koshy expressed his happiness at Amazon\’s roadmap to be a part of the network.

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