Open Network Digital Commerce (ONDC) is a Government of India initiative aimed at democratising e-commerce in India by encouraging fair competition and eliminating platform monopolies. It leverages open protocol to allow businesses of all sizes and industries to join its network, consistently adding new categories and participants since its launch. However, to be successful, its target was to increase the e-commerce penetration rate in India by 25% from the current 4.3%. The organisation was evaluating its approach and refining its strategy for expansion into other markets and categories. The case revolves around the future strategy for ONDC. The crux of the case is deciding upon the appropriate strategy for a platform-agnostic network to accelerate e-commerce penetration by onboarding the majority of existing e-commerce players on their network.