Hyperlocal e-commerce platform Magicpin has announced plans to invest ₹100 crore over the next three months to onboard over 100,000 new restaurants and cloud kitchens onto the government-supported e-commerce network ONDC. This initiative aims to enhance the digital presence of food merchants by eliminating traditional entry barriers such as high commissions and onboarding fees.
The investment will be directed towards offering several onboarding incentives, including zero commission, no onboarding fees, and free home delivery services. Magicpin’s goal is to provide a risk-free entry for new restaurant partners, thereby encouraging greater participation in the digital economy.
As one of the leading seller apps on ONDC, Magicpin’s foodtech vertical competes with established food delivery services like Swiggy and Zomato. The company aims to accelerate the adoption of online food delivery across a diverse range of restaurant partners, which is expected to benefit the overall ONDC ecosystem and translate into cost savings for consumers.
To facilitate the onboarding process, Magicpin has introduced a self-onboarding tool that allows restaurants and small to medium-sized food delivery merchants to join ONDC in under five minutes. This tool is designed to streamline the registration process and make it easier for new merchants to get started.
The Open Network for Digital Commerce (ONDC) supports the initiative, emphasizing its mission to democratize digital commerce. The National Restaurant Association of India (NRAI) has also highlighted the significance of Magicpin’s partnership with ONDC, noting that it represents a major step towards digital transformation for member restaurants and encourages increased visibility and growth.
