INDIA – Beverage giant Coca Cola India has joined the Open Network for Digital Commerce (ONDC) where it has launched its market called Coke Shop in an effort to strengthen its e-commerce capabilities in India.
The company said joining the ONDC network will enable wider availability of its products and also access a diverse consumer base.
“Through the ‘Coke Shop’ marketplace model, Coca-Cola is benefitting retailers by enabling them with another channel to sell their products whilst simultaneously facilitating multiple touchpoints for consumers to purchase from.
Retailers who have not been able to access major e-commerce platforms will now have an opportunity to regain customers and cater to a wider audience,” the beverage major said in a statement.
The owner of Coke, Fanta, and Sprite soda brands also tied up with SellerApp, which will help the company leverage the ONDC network with its data-driven insights, market intelligence and strategies.
SellerApp, will streamline order management and inventory tracking and easily identify ONDC orders.
Coca-Cola’s sellers will also leverage on SellerApp’s data-driven approach, to identify trends, patterns and opportunities within their specific market segment and tailor their strategies accordingly.
To execute this model successfully, Coca-Cola has also partnered with nStore Technologies, which will play the role of a ‘Technology Catalyst’.
According to Coca-Cola, nStore will deploy its tech capabilities to enable retailers to chart their digital growth strategy with a focus on integrating digital order-to-deliver and customer engagement solutions for retailers.
Ambuj Deo Singh, vice-president of the digital acceleration office, Coca-Cola India and Southwest Asia said, “ONDC has truly democratised the e-commerce landscape by empowering sellers with greater access to digital markets.
We are happy to be a part of this journey where the focus is on transforming the online marketplace by making it more inclusive and consumer-centric. We look forward to a continued association with ONDC.”
Coca-Cola says its bottling partner in the country, Moon Beverages Limited, will be the ‘Network Participant’ for its offerings on the platform, ensuring consumers have seamless access to its beverage portfolio.
The beverage major joins a slew of FMCG companies including Amul, Dabur, Hindustan Unilever, and Marico that have come on board the network.
As of October 2023, the Open Network for Digital Commerce (ONDC) has a customer size of approximately 31,000 sellers and 37 lakh products registered on the network.
Still in its early stages of development, ONDC is aiming to bring 300 million sellers and 300 million shoppers on the network by 2024.
The network is currently operating in 51 cities across India, and it plans to expand to 100 cities by the end of the year.
ONDC is also working with a number of partners, including Amazon, Flipkart, and Google, to integrate its services with the network.