Unlocking Growth: Drivers of Small Businesses to Embrace Digital Public Infrastructure

Digital public infrastructure (DPI) is seen as driving force for democratization and inclusivity but risk failure without stakeholder participation. This study examines India’s Open Network for Digital Commerce (ONDC) to understand stakeholders’ preferences in DPIs and their public value generation. Using in-depth qualitative interviews with fourteen small business owner/manager and ONDC representatives, the study employs thematic analysis to identify influencing factors. The findings reveal a misalignment between India’s current ecommerce infrastructure and small businesses preferences, identified seven factors influencing DPI adoption. These insights provide guidance for policymaker and practitioners particularly in Global south countries to enhance DPI adoption. By focusing on small business needs, the research contributes to creating technological as well as functional attribute of DPI for sustainable digital commerce growth.