Omsom, an AAPI-owned DTC company that brings proud, loud Asian flavors to your fingertips any day of the week, creates a memorable shopping experience for customers on their website. They use their website as an opportunity to introduce customers to their passionate founders (Vanessa + Kim Pham), encourage brand loyalty through bundling and subscription, and provide inspiration through recipes.

When a user first lands on the homepage, there is a persistent video of Kim playing in the bottom right corner to introduce customers to the brand. In the introduction video, there are buttons that users can click to learn more about specific topics. Kim shares a 15 second answer to all of the FAQ questions that customers can select in the video. Questions include “what is a starter”, “what if I have dietary preferences”, and “Which starters should I order”

Omsom uses engaging videos to show how easy the product is to cook with: all customers have to do is rip, pour, and fire up their stoves. They also have a unique hover effect on their recipe images that looks like heat waves on top of the lifestyle imagery.

On their product detail page, Omsom leads with transparency, creating an accessible ingredient pop-up and full nutrition label for each product. 

For customers unsure how to cook with the products, Omsom shares tips on different foods would be best complimented by the starter packs. They also feature recipes to help bring further cooking inspiration to customers.

On their subscription/bundle builder, Omsom gives customers full control when curating their favorite products in their monthly box. The easy two-step subscription process gives customers two prompts: 'Pick Your Flavors' and "Pick Your Frequency". They encourage customers to enroll in the subscription program by incentivizing them with free shipping when they add two or more products.

As customers are browsing products, Omsom prominent features the product value props such as if they are vegan or gluten-free which can be a make or break consideration for customers with allergies.