GurumeBox Co., Ltd. — New Platform Launch Story

ℹ︎For confidentiality, company names, project names, and system images have been replaced with pseudonyms and mockups.

A farm-direct gourmet EC,Built in-house from scratch on your phone.

GurumeBox is a food-delivery EC that ships seasonal flavors direct from producers nationwide—a storefront that is easy to view, easy to search, and easy to buy from, built for smartphone-centric buying behavior.

Brand experience, mobile optimization, discoverability, and a smooth purchase flow ─ the launch story of a new platform, built in-house from scratch in four months to satisfy all four axes a food EC requires at once.

See the build story Try the demo See overview

Launch

0→1

A new brand EC from scratch

First paint

<1.5sec

Vite + Vue 3 SPA

Optimization

Mobile

Design aligned with the main traffic source

GurumeBox, one of the country's leading players driving food distribution.

GurumeBox Co., Ltd. operates a farm-direct gourmet platform that connects producers and consumers nationwide. Across diverse categories—meat, seafood, vegetables & fruit, sweets, and drinks—it delivers “seasonal flavors” to discerning tables.

As the business expanded, GurumeBox needed an owned-EC storefront that conveyed its brand world while fitting smartphone-centric buying behavior. AMELA partnered with them to build this EC from scratch and in-house.

Product categories

Farm-direct area

Nationwide

Mobile optimization

100%

BUSINESS FLOW — How It Works

STEP 01

Browse products

Discover seasonal flavors via catalog, category, and search

STEP 02

Details & review check

Choose with confidence using photos, prices, and reviews

STEP 03

Cart & sign-up

Add to cart and sign up smoothly

STEP 04

Purchase & farm-direct delivery

After payment, shipped directly from the producer

CHALLENGE

Design challenges to solve

The four structural requirements demanded of the platform.

None of these were about tech choices; they were business requirements tied directly to brand value, purchase experience, and revenue. Building anew from scratch demanded a design that made them all hold true at once.

Launching a new brand EC

Starting from having no owned EC, they gain a foundation that conveys the brand world—Designed from scratchis required.

Mobile-centric purchasing

Build with a PC-first UI, andSmartphones, the main traffic sourcethe experience suffers and conversion drops.

Product discoverability

As the product count grows, unless discoverability is designed forBrowsing declinesand users can't reach the products they want to buy.

Drop-off from sign-up to purchase

If the flow is misdesigned, users drop off midway through sign-up or checkoutCart abandonmentoccur frequently, resulting in lost opportunities.

ARCHITECTURE

The architecture we built together

Turning a food EC into a “scalable foundation” across four areas.

We built all four areas—brand experience, mobile optimization, discoverability, and purchase flow—from scratch and in-house as a fast Vue 3 + TypeScript SPA. A component-based architecture gives the team a foundation that is easy to update.

EXECUTION

4months

Duration

8person-months

Total effort

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Area ①

Brand experience

✕Challenge

Need to launch a new EC that conveys the brand world

✓Solution

Built from scratch with a Vue 3 SPA

Brand appeal through rich hero, category, and review presentation

Area ②

Mobile optimization

✕Challenge

Need a comfortable purchase experience on smartphones, the main traffic source

✓Solution

Responsive, mobile-first

A consistent UI that holds up at every screen size

Area ③

Discoverability

✕Challenge

Need to design for discoverability as the number of products grows

✓Solution

Category, SALE, and review flows

Filtering and rating visibility that encourage browsing

Area ④

Purchase flow

✕Challenge

Need to design a flow that reduces drop-off from sign-up through checkout

✓Solution

A seamless sign-up-to-checkout flow

Consistent control from cart to order confirmation with Pinia state management

FRONTEND

TypeScript

Pinia

Tailwind CSS Vvee-validate

TOOLING

Vite

ESLint

Prettier

IMPACT

The value the platform creates

GurumeBox's “business growth” accelerates.

This foundation continuously produces business outcomes—brand value, conversion rate, operational efficiency—rather than mere technical metrics.

A foundation for owning an EC that conveys the brand

A storefront that expresses the brand world can maximize product value.

An experience that completes the purchase on mobile

On mobile—the main source of traffic—users can reach purchase without friction.

Design that maximizes browsing

Categories, SALE, and reviews increase discovery and purchases.

The team can focus on easy-to-update operations

Component-based design lets the team update products and messaging quickly.

🛒

STAKEHOLDER

Users

Typically

✕ A PC-first EC tends to be hard to browse on smartphones

At GurumeBox,

✓ Comfortable product discovery and purchase on smartphones

Business impact

Improved browsing and conversion

🚜

STAKEHOLDER

Producers & sellers

Typically

✕ Limited sales channels make it hard to reach consumers nationwide

At GurumeBox,

✓ A farm-direct EC delivers to tables nationwide

Business impact

New customer acquisition

🛠️

STAKEHOLDER

Operations

Typically

✕ Updating products and messaging tends to be labor-intensive

At GurumeBox,

✓ Easy updates through componentization

Business impact

Reduced operating costs

✨

STAKEHOLDER

Brand

Typically

✕ The brand world doesn't come across, leading to price competition

At GurumeBox,

✓ A rich storefront expresses the brand world

Business impact

Improved brand value

A farm-direct gourmet EC,Built in-house from scratch on your phone.

GurumeBox, one of the country's leading players driving food distribution.

The four structural requirements demanded of the platform.

Turning a food EC into a “scalable foundation” across four areas.

GurumeBox's “business growth” accelerates.

Experience GurumeBox through a working live demo.