How Hai Sang Hong transformed from traditional wholesale to omnichannel commerce with Delight

Delight Labs
Jul 26, 2020 · 4 min read
Hai Sang Hong on Google Assistant (demo in Cantonese)


Hai Sang Hong (HSH) is a leading luxury foods wholesaler in Asia. With 45 years of history, this family business is now led by Kenneth So, a third-generation family member.

A history of taste-making

Every foodie can appreciate HSH’s business. All cuisines have their prized, delicacy foods — the French adore foie gras; Italians have truffles; Americans love lobster; Japanese revere fatty tuna; and of course, everyone loves caviar.

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Examples of Asian delicacies from HSH

Digital transformation: from B2B to B2C

The first step of digital transformation for HSH involved building an online store which would sell directly to consumers rather than businesses. Kenneth enlisted his nephew Winson, also in the family business, to help lead innovation. Winson quickly helped the company launch an online store built with Shopify.

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HSH’s Online Shop, powered by Shopify

Extending Shopify: from web store to omnichannel commerce

Using Delight’s software, the HSH team created shops in all the messaging and voice platforms they are interested in — platforms like Facebook Messenger, WeChat, Google Assistant, Amazon Alexa and Samsung Bixby. Product collections and product details are all synced live with their Shopify store.

  1. Copy one piece of information from your Shopify account — the Shopify API access token — into Delight’s dashboard
  2. Done
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HSH Store on Facebook Messenger
  1. Search for and view live product details
  2. If a shopper gets very interested in a particular product, they can click a product’s “Shop Now” button and will be redirected to complete checkout on Shopify

A history of taste-making, a future of innovation

Looking back, Kenneth is still amazed at how little work was required to get everything set up.

“Delight’s omnichannel commerce solution complemented our Shopify store perfectly. We can now offer shopping experiences to users wherever they are — on the web, on messaging and on voice assistants.”

“It helped us get more customers, increased sales and eliminated cost of manual replies,” Kenneth reflected. “It is so easy to use, yet incredibly powerful.”

With 45 years of history winning over taste buds, Hai Sang Hong’s next 45 years of success will be determined by Kenneth and his innovative team on not just catering to our taste buds, but also co-evolving with our taste for technology too.

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