Marketplace fees
ONDC Seller Onboarding for Indian D2C Brands 2026
By Sylvr Founder's Desk
How ONDC differs
Buyers and sellers connect through any participating app — a buyer on Paytm can order from a seller listed via PhonePe. This breaks the marketplace's customer-ownership lock-in. Take-rates are lower: a network fee and no marketplace commission. We do not publish a figure for ONDC network fee yet.
Realistic 2026 view
ONDC volumes for most brands are small next to Amazon and Flipkart in beauty and FMCG. For brands with strong direct-D2C operations, ONDC adds a low-cost additional channel. For brands without warehouse and last-mile partnerships, the operational overhead exceeds the volume.
Questions founders ask
What's the take-rate on ONDC?
There is a network fee; read it with your seller app. We do not publish a figure for ONDC network fee yet. Total all-in cost depends on which buyer-app and seller-app you use and their respective fee structures.
Is ONDC a viable primary channel?
Not yet for most categories. Volumes are insufficient to make ONDC a primary channel for D2C brands at 2026 scale. Treat it as a supplementary low-cost channel.
Which seller apps are most active?
Mystore, eSamudaay, and SellerApp are commonly used. The right choice depends on your category and fulfilment setup.