Ecommerce Playbook: Numbers, Struggles & Growth From JP Morgan to DTC: How Ondo Built a Better Sock Brand
Oct 21, 2025
In this engaging conversation, Daniel Shim, the founder of Ondo and a former JP Morgan treasury sales professional, shares his journey in creating a DTC sock brand that redefines no-show socks. He discusses how his finance background equipped him with the tools to build a profitable ecommerce venture and compete in a crowded market through superior product quality and design. Daniel also touches on navigating rapid growth during the COVID era, and prioritizing disciplined over hypergrowth strategies, while planning to expand into new markets.
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From JP Morgan To Ondo
- Daniel Shim left JPMorgan in September 2019 to start Ondo and initially planned to import socks from Korea.
- He pivoted to solving the no-show sock slip problem and launched Ondo in October 2020, focusing on product development and supply chain.
Win By Solving A Specific Product Flaw
- Daniel targeted a specific product failure in a crowded market rather than competing broadly on price.
- He believed superior product, fabric, and supply chain execution could defeat low barriers to entry.
Taste + Craftsmanship As Competitive Moat
- Ondo pairs a European visual aesthetic with Korean product craftsmanship to create distinct brand positioning.
- Daniel uses continuous product and visual upgrades to deter easy replication.