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In a strategic maneuver, Paytm, a prominent player in the fintech industry, has significantly upgraded its position within the Open Network for Digital Commerce (ONDC).

The Paytm app now seamlessly integrates the ONDC feature, cleverly positioned alongside the QR code scanner on its homepage. Though currently undergoing trial, this move reflects Paytm’s renewed focus on expanding its influence in the flourishing e-commerce sector.

The ONDC functionality stands out as a key highlight on the app’s homepage, prominently placed at the bottom. This deliberate placement demonstrates Paytm’s commitment to streamlining user experience while solidifying its presence in the competitive e-commerce arena.

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Exploring the ‘Paytm Love ONDC’ section reveals a revamped landing page, prominently displaying the slogan ‘Paytm Love ONDC’ at the top. This redesigned interface boasts a neat layout, showcasing banner ads offering appealing deals and discounts across multiple categories like food, groceries, electronics, fashion, and more.

Amidst significant shifts in the industry landscape, Paytm’s move to integrate ONDC seems timely. As several tech unicorns such as Ola, PhonePe, Meesho, and Shiprocket rally behind ONDC—a government-backed initiative—Paytm’s integration is a calculated response to remain competitive.

ONDC, aimed at challenging the dominance of major players like Amazon, Flipkart, Zomato, and Swiggy in India’s online retail market, presents an opportunity for Paytm to position itself strategically. The integration echoes Paytm’s determination to avoid the missteps it faced during the early stages of UPI, where competitors like Google Pay and PhonePe gained an edge.

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With Vijay Shekhar Sharma, Paytm’s founder and CEO, expressing keen interest, the company is well-poised to leverage ONDC to its maximum potential. Learning from past experiences, particularly in the e-commerce domain, Paytm Mall encountered challenges post raising $400 million in 2018 from investors like Alibaba and SoftBank. A subsequent decline in valuation led Alibaba to divest its entire stake in 2022. Paytm’s adoption of ONDC signals an intent to rewrite its e-commerce narrative and emerge as a formidable force in the ever-evolving market.

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