The rapid expansion of digital technologies is transforming commercial ecosystems worldwide, yet small enterprises in emerging regional markets often remain excluded from structured digital commerce networks. The Government of India's Open Network for Digital Commerce (ONDC) initiative seeks to democratize e-commerce by enabling interoperable platforms that allow small vendors to participate in digital marketplaces without dependence on dominant corporate platforms. This study examines the adoption and economic impact of digital commerce tools among Micro, Small, and Medium Enterprises (MSMEs) in sub-urban regions of Jharkhand. Using a mixed-methods research design combining structured surveys of MSME vendors (n = 240), econometric analysis, and qualitative case studies across Ranchi, Hazaribagh, Dhanbad, and Giridih, the research evaluates digital readiness, platform awareness, and enterprise performance outcomes. Regression modelling reveals that digital adoption—particularly smartphone usage and digital payment systems—significantly increases vendor revenue and customer reach. However, awareness and onboarding to ONDC remain limited, with fewer than five percent of surveyed vendors actively participating in the network. The findings highlight a significant gap between basic digital readiness and advanced platform integration. Policy implications suggest that vernacular interfaces, targeted digital literacy programs, and decentralized logistics infrastructure are essential to unlocking the full potential of digital commerce for MSMEs in India's emerging regional economies.
Kumari et al. (Mon,) studied this question.