Author ORCID Identifier
Pramir Sarkar: 0000-0001-9618-0816
Gopinath Krishnan: 0000-0001-8557-0587
Abstract
Open Network for Digital Commerce (ONDC) is a recent innovation in the Indian e-commerce ecosystem that aims to foster fair and transparent digital commerce by addressing systemic challenges. The adoption of ONDC is still in its infancy, but knowledge about this innovation is also currently lacking among e-commerce participants. Drawing on frame alignment theory, this study explains the technological frames that provide a nuanced understanding of ONDC, which is essential for promoting adoption. Our empirical context comprised 678 online news items from five leading online news media outlets. Using the Latent Dirichlet Allocation (LDA) method, we extracted twenty themes, and following the interpretive approach, we aligned the themes into four frame-alignment processes. The bridging frame connects diverse stakeholders by negotiating and aligning competing values like openness, autonomy and inclusion to foster easy adoption; the amplification frame reinforces core values, such as inclusion, transparency and fairness, enhancing trust on the platform; the extension frame underscores the strategic extension of ONDC into food delivery, logistics, and mobility services; and the transformation frame shifts the discourse of digital commerce from being platform-centric to becoming an open and inclusive network. This study contributes to research and practice by advancing knowledge of the e-commerce innovation - ONDC, its transformative potential, and adoption challenges.
Recommended Citation
Sarkar, P., & Krishnan, G. (In press). Rewiring the Digital Marketplace: Understanding the Technological Frames of Open Network for Digital Commerce. Communications of the Association for Information Systems, 58, pp-pp. Retrieved from https://aisel.aisnet.org/cais/vol58/iss1/118
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