A fictional business. The figures are a modelled scenario, not a client result.
Lao Feng Chilli Co.
Hawker-heritage sauce brand · Singapore
Organic orders from 11 countriesin 13 months, on the Commerce SEO plan
The heat meter is the story. Drag through the months: the mercury tracks organic revenue and every market warms from bell pepper to ghost chilli as orders land.
Month 13 of 13
11countries
Organic revenue +227%
Singapore · SGD — English · 简体中文. First organic order in month 1; now at ghost chilli (1,000,000 SHU). 31% of organic revenue by month 13.
01 · The challenge
The brand shipped across Southeast Asia and Australia but had one product page per sauce in English only. Currency and shipping data were missing for every market outside Singapore.
Customers in Kuala Lumpur and Melbourne already wanted the sambal — they asked for it on social and bought it from resellers. But Google could not show a shopper outside Singapore a price they could pay or a delivery date they could trust, so it showed them nothing. Every export order came through word of mouth or a marketplace taking its cut.
02 · Diagnosis
Eight findings from the month-one crawl and Merchant Center diagnostics. Six chillis means it was costing orders in every market.
The Merchant Center feed carried one price and no shipping attribute, so 10 of 11 shipping markets disapproved every product.
Nine sauces, zero identifiers. Free listings fell back to generic matching and showed up for almost nothing.
Australian searchers landed on SGD pages and left at the price. Hong Kong got no Traditional Chinese at all.
Reviews rendered client-side with no Product, Offer or AggregateRating markup, so no stars appeared in any result.
Duties, delivery days and Australia's biosecurity rules for chilli paste were nowhere a crawler or a buyer could find them.
Marketplace listings titled “LF CHILLI 250G” took brand queries with worse titles than the site's own.
“Original” and “Extra” instead of sambal belacan or hae bee hiam: the words people actually type.
Uncompressed 3.4 MB jar photography on every product page.
03 · Strategy
Built on our Commerce SEO plan: make every product eligible to appear in every market it ships to, then make it the result worth clicking.
Tactic 1
A primary feed plus one supplemental feed per country: local currency, shipping cost and delivery days, GTINs, brand and Google product category. Titles follow one pattern — brand, sauce type, heat, size — translated where the market reads it.
Tactic 2
Shopee and Lazada listings rewritten to the same descriptive pattern, with the brand store linked. Marketplaces now catch marketplace shoppers instead of stealing brand searches from the shop.
Tactic 3
One crawlable page per market answering the three questions that stop a cross-border order: what it costs, how long it takes, and whether customs lets chilli paste in. Each linked by hreflang and cited in the feed.
Tactic 4
Server-rendered Product, Offer and AggregateRating markup on every sauce, plus a review request in the dispatch email. Stars appear in free listings, which is where the CTR came from.
Before · searched in Sydney
LF Original 250G
S$9.90
No reviews
Shipping unknown
After · searched in Sydney
Lao Feng Hawker Sambal Belacan, Medium, 250 g jar
A$10.40
4.8 (412)
Ships to Australia · 4–6 days · customs-cleared
Illustrative free-listing mock-ups for the same jar, before and after the feed, shipping page and review markup.
04 · Timeline
Crawl of 9 sauce pages, Merchant Center diagnostics, Shopee and Lazada listing review, shipping-rule inventory.
GTINs, brand and product type added. Supplemental feeds carry local price and shipping for every market.
Product, Offer and AggregateRating markup on all 9 sauces. First organic order from Malaysia.
Australia page: biosecurity rules for chilli paste, delivery days, AUD prices. Free listings approved.
Traditional Chinese product titles and an HKD shipping page with hreflang back to the English pages.
Shopee and Lazada titles rewritten to the same descriptive pattern. Indonesia unlocks.
Product images re-encoded, LCP down from 5.8s to 2.1s on mobile. Philippines unlocks.
Hawker recipe pages (chilli crab, mee goreng) linking to the sauce that goes in them. New Zealand unlocks.
Thai-language titles in the feed and a THB shipping page. Review requests added to the dispatch email.
Brunei added to the shipping rules. Merchant Center country coverage now at 10.
Taiwan shipping page and Traditional Chinese feed reused from Hong Kong, with TWD pricing.
Vietnamese titles and a VND page. Eleventh country with organic orders.
Feed hygiene on a monthly rota; review count passes 1,200 across the range.
05 · Results
Countries with organic orders
1 → 11
Organic ecommerce revenue
+227%
Shopping CTR
0.6% → 2.4%
Products with reviews schema
100%
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
| Query | Market | Before | After | Heat |
|---|---|---|---|---|
| hawker chilli sauce | SG | 9 | 1 | Ghost chilli |
| sambal chilli buy online | SG | 14 | 2 | Bird's eye |
| sambal belacan delivery | MY | — | 3 | Cayenne |
| singapore chilli sauce | AU | 38 | 4 | Jalapeño |
| 新加坡 辣椒醬 | HK | — | 5 | Pepperoncini |
| sambal singapura | ID | — | 6 | Bell pepper |
| chilli crab sauce | PH | 52 | 8 | Bell pepper |
| hae bee hiam jar | NZ | — | 3 | Cayenne |
Commerce SEO turns a shop that ships abroad into one that sells abroad: feeds, shipping pages, marketplaces and review markup, market by market.