By Narinder Mahajan
Embracing Change
During lockdowns, the nature of commerce underwent an unexpected shift as neighbourhood shops and digital platforms formed an unanticipated alliance. Local stockists and Kirana stores in tier 2 cities quickly made the switch online, not merely to survive but also to resolutely serve the communities. What started as a practical reaction to difficulty transformed into the realization of the ability to transcend geographic bounds, engaging with clients outside of city limits. Even though it seemed out of place, this alliance ended up being a lifeline. Businesses changed by adopting an online presence, demonstrating their ability to expand beyond physical limitations. This information signalled a turning point, highlighting the contribution of digital to growth. This change represents a quiet revolution in which platforms and businesses worked together to reshape second-tier cities by demonstrating community commitment, resilience, and an unanticipated potential to span borders.
Redefining Normalcy in E-commerce
From its roots in essential goods, the e-commerce phenomenon has grown to encompass every facet of life. Consider the delectable array of cuisines, once confined to the culinary heartlands of Hyderabad, Lucknow, Jaipur, and Kolkata. Today, thanks to platforms like Zomato, these flavours travel effortlessly to doorsteps across the nation, defying distance and time. Similarly, the humble yet exquisite craft of Saharanpur’s rocking chairs, or the intricate Madhubani artistry of Bihar, now reside just a click away from those who appreciate their beauty.
Factors Fuelling the Shift
A confluence of factors has spurred this transformative shift. First and foremost is the newfound consumer confidence in online transactions, buoyed by an increasingly digital-savvy populace. Social media platforms, once a world of personal connections, now serve as the gateway for businesses to the digital world, becoming modern-day storefronts that open doors to a global audience. In tandem, the growth of digital payments has elevated India to the coveted position of the world’s third-largest e-commerce market, trailing only the giants of the US and China.
The Power of ONDC
The Open Network for Digital Commerce (ONDC), a ground-breaking entity that plays a crucial role, is at the core of this important transition. Imagine it as a pioneering force that eliminates barriers and makes sure that all sellers are on an even playing field. It’s like a strong motor that has entirely changed how India’s e-commerce industry operates. With ONDC, the entire playing field has changed, bringing new regulations that enable retailers to easily contact buyers across the entire country. This platform serves as a bridge, streamlining the process of bringing regional goods to the international market. A smoother and more promising shift from local to global is made possible by ONDC, a channel that connects small enterprises with the large online market.
An Evolution of Commerce
The balance between neighbourhood shops and the vast e-commerce landscape resonates deeply as this digital evolution comes to a close. A surge of transformation is emerging from the centre of second-tier cities, bridging divides, sparking innovation, and fostering a sense of community. This story illustrates how trade has changed over time via adaptation, innovation, and interconnection.
We, as participants in the digital age, are witnesses to a dramatic remaking of trade as this story develops. What originally served as a lifeline is now helping others find their own lifelines. These second-tier cities, which were formerly restricted to their immediate surroundings, now serve as innovation hubs that connect local shops with the vast world of online shopping. Incorporating resiliency, a sense of belonging to the community, and the limitless potential of the digital era, this synergy is reinventing the act of buying and selling.
The author is the CEO and co-founder of ODN