Paper Title
ROLE OF OPEN NETWORK FOR DIGITAL COMMERCE IN ENHANCING MARKET EXPANSION OF MSMEs
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Registration ID: IJNRD_312026
Published ID: IJNRDG001048
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Keywords
Digital Public Infrastructure, Digital Commerce, Market Expansion, Technology and Economic Growth
Abstract
The Open Network for Digital Commerce (ONDC) has emerged as an important Digital Public Infrastructure initiative aimed at making e-commerce more inclusive and accessible for Micro, Small and Medium Enterprises (MSMEs) in India. Although ONDC offers significant opportunities, its awareness and adoption among MSMEs remain uneven, especially in tier-II cities. This study focuses on understanding the level of ONDC awareness and its influence on market expansion among MSMEs in Tiruchirappalli city. The research is based on primary data collected from MSME owners using a structured questionnaire. Statistical tools such as descriptive analysis, Chi-square test and Ranking method are applied to examine the relationship between ONDC awareness, adoption and key market expansion indicators including customer reach, sales growth, online visibility and business competitiveness. The results indicate that while many MSMEs are generally aware of ONDC, only a limited number have adopted it for business operations. Major challenges include lack of technical skills, inadequate training and operational difficulties. However, MSMEs that actively use ONDC experience better customer reach, stronger digital presence, and noticeable improvement in sales performance. The study clearly shows that higher awareness leads to greater adoption, which positively contributes to market expansion. The study concludes that ONDC holds strong potential to support MSME growth in Tiruchirappalli city. Effective training programs, simplified onboarding procedures and continuous technical support are essential to improve adoption levels. The findings offer valuable insights for policymakers, MSME associations, and digital platform developers to strengthen ONDC implementation at the grassroots level.
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How To Cite (APA)
Dr. K. RIYAZAHAMED & Dr. E. MUBARAK ALI (January-2026). ROLE OF OPEN NETWORK FOR DIGITAL COMMERCE IN ENHANCING MARKET EXPANSION OF MSMEs. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(1), 393-397. https://ijnrd.org/papers/IJNRDG001048.pdf
Issue
Volume 11 Issue 1, January-2026
Pages : 393-397
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Paper Reg. ID: IJNRD_312026
Published Paper Id: IJNRDG001048
Research Area: Other area not in list
Author Type: Indian Author
Country: -, -, India
Published Paper PDF: https://ijnrd.org/papers/IJNRDG001048.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRDG001048
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