Hawaii Health Connector officials unveiled a consumer website that will allow individuals and small businesses to compare and purchase health insurance.

The federal Patient Protection and Affordable Care Act, better known as Obamacare, mandates that Americans get coverage or face tax penalties beginning on Jan. 1.

The website, described to offer similar consumer experiences to travel sites such as Expedia or Travelocity, will go live on Oct. 1, the start of open enrollment on the Connector, or health insurance exchange. Consumers and businesses can enroll on the Connector through March.

The state’s online insurance exchange and first major piece of President Barack Obama’s signature health reform law will offer subsidized plans to most Hawaii residents.