Abstract
This teaching case examines the challenges of platform governance, accountability, and trust in India’s Open Network for Digital Commerce (ONDC). Focusing on RetailSathi, a seller-side startup onboarding small grocery retailers, the case highlights tensions between decentralization and service reliability. It explores how ONDC’s unbundled architecture affects customer experience, especially when responsibilities are fragmented across actors. Through the lens of Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Service-Dominant Logic, the case prompts discussion on technology adoption, value co-creation, and the feasibility of open digital ecosystems in replicating the trust mechanisms of traditional e-commerce platforms.
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