Channel Economics
ONDC Seller Onboarding for Indian D2C Brands 2026
Model this for your store in the Unit Economics Planner.
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 (2–5% protocol fee, no marketplace commission).
Realistic 2026 view
ONDC volumes for most brands are 1–5% of Amazon/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.
Frequently asked questions
What's the take-rate on ONDC?↓
Protocol-level fees are 2–5%. 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.