Gaigan : 180% Sales Growth and 140% ROAS Boost in the U.S. Hot Sauce Market Powered by XENA 360
180%
Increase in Total Sales
102%
Growth in Ad-Driven Revenue
140%
ROAS Improvement
Gaigan, a U.S.-based brand offering authentic Thai hot chili sauces, partnered with XENA Intelligence to elevate its presence in the global condiments market. In just one quarter, the brand achieved 180% sales growth, 102% increase in ad-driven sales, and an impressive 140% improvement in ROAS, while also enhancing overall TACoS efficiency by 32%.
Ready to Unlock Data Driven Growth?
Trusted by 100+ brands
Customer
GG Foods
Industry
Food & Beverage
Challenges
Gaigan had a clear advantage genuine Thai flavor crafted from heritage recipes but struggled to translate its authenticity into digital visibility and consistent sales.
High Competition in the Sauce Category: Competing against global condiment brands and regional hot sauce favorites meant higher CPCs and limited discoverability for emerging players.
Cultural Positioning Gap: While Gaigan’s “Thai heat” differentiated it from mainstream American sauces, it lacked SEO-optimized messaging that communicated authenticity with everyday usability.
Unstructured Campaigns: Ads were previously distributed across generic “spicy sauce” terms without focusing on high-conversion buyer intents like “Asian chili paste” or “Thai cooking sauce.”
Under-Optimized Listings: Product descriptions and visuals didn’t fully convey the story, ingredients, or flavor appeal that resonated with U.S. audiences exploring Asian cuisine.
Gaigan needed a partner who could bridge cultural authenticity with data precision, transforming a flavor-first brand into a growth-driven eCommerce contender.
“We’ve always believed in the power of authentic Thai flavors — but Xena helped us bring that story to life for U.S. audiences. The results have been incredible; we’re now competing with brands we once looked up to.”
-Co-Founder, Gaigan
XENA’s Approach
Gaigan had a clear advantage genuine Thai flavor crafted from heritage recipes but struggled to translate its authenticity into digital visibility and consistent sales.
1.Intent-Focused Keyword Expansion
Clustered search intents by use-case: everyday cooking, Asian cuisine lovers, spice enthusiasts, and gourmet home chefs.
Leveraged Foresight AI to identify underutilized, cost-effective search terms such as “Thai chili sauce,” “authentic Asian hot sauce,” and “spicy stir-fry paste.”
2.Listing Revamp & Brand Storytelling
Rebuilt A+ content to spotlight authentic Thai origins, ingredient freshness, and versatile flavor profiles.
Integrated new visuals showcasing usage occasions from noodles to wings appealing to both traditional and fusion audiences.
3.Automated Performance Optimization
Introduced real-time bid adjustments to sustain ROAS at scale and avoid keyword cannibalization.
Deployed XENA 360’s pacing algorithms to distribute ad budgets effectively across high-performing SKUs.
4.Organic Visibility & TACoS Control
Refined backend SEO structure to improve organic discoverability.
Balanced paid-to-organic ratio to reduce dependency on ads while retaining consistent traffic momentum.
“The data clarity and automation XENA introduced changed how we approach digital growth. It’s not just ads, it’s a system that keeps improving every week. Our visibility, sales, and repeat customers have all grown together.”
— Operations Head, Gaigan
Results
180% Increase in Total Sales
With optimized keyword targeting and improved organic ranking, Gaigan more than doubled its overall sales. The products began appearing on page one for “Thai hot chili sauce” and “spicy cooking paste,” leading to sustained repeat orders.
102% Growth in Ad-Driven Revenue
Ad performance nearly doubled through targeted campaigns that attracted high-intent audiences. Dynamic bid optimization ensured profitability even during peak competition periods.
140% ROAS Improvement
By focusing on buyer behavior and conversion-based targeting, Gaigan’s return on ad spend more than doubled, ensuring every dollar delivered measurable value.
32% TACoS Efficiency
TACoS efficiency improved significantly as organic sales started contributing a higher share of total revenue, showcasing a stable growth-to-cost balance.
Brand Evolution
Gaigan transitioned from a niche Asian hot sauce brand to a recognizable category player on Amazon and beyond celebrated for its authentic flavor, consistent performance, and scalable growth model.
Find More Case Studies
Ready to Take Your E-Commerce Growth to the Next Level?
Ready to Take Your E-Commerce Growth to the Next Level?
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Book a Meeting
Book a Meeting
Book a Meeting
Gaigan, a U.S.-based brand offering authentic Thai hot chili sauces, partnered with XENA Intelligence to elevate its presence in the global condiments market. In just one quarter, the brand achieved 180% sales growth, 102% increase in ad-driven sales, and an impressive 140% improvement in ROAS, while also enhancing overall TACoS efficiency by 32%.
Ready to Unlock Data Driven Growth?
Trusted by 100+ brands
Customer
GG Foods
Industry
Food & Beverage
Challenges
Gaigan had a clear advantage genuine Thai flavor crafted from heritage recipes but struggled to translate its authenticity into digital visibility and consistent sales.
High Competition in the Sauce Category: Competing against global condiment brands and regional hot sauce favorites meant higher CPCs and limited discoverability for emerging players.
Cultural Positioning Gap: While Gaigan’s “Thai heat” differentiated it from mainstream American sauces, it lacked SEO-optimized messaging that communicated authenticity with everyday usability.
Unstructured Campaigns: Ads were previously distributed across generic “spicy sauce” terms without focusing on high-conversion buyer intents like “Asian chili paste” or “Thai cooking sauce.”
Under-Optimized Listings: Product descriptions and visuals didn’t fully convey the story, ingredients, or flavor appeal that resonated with U.S. audiences exploring Asian cuisine.
Gaigan needed a partner who could bridge cultural authenticity with data precision, transforming a flavor-first brand into a growth-driven eCommerce contender.
“We’ve always believed in the power of authentic Thai flavors — but Xena helped us bring that story to life for U.S. audiences. The results have been incredible; we’re now competing with brands we once looked up to.”
-Co-Founder, Gaigan
XENA’s Approach
Gaigan had a clear advantage genuine Thai flavor crafted from heritage recipes but struggled to translate its authenticity into digital visibility and consistent sales.
1.Intent-Focused Keyword Expansion
Clustered search intents by use-case: everyday cooking, Asian cuisine lovers, spice enthusiasts, and gourmet home chefs.
Leveraged Foresight AI to identify underutilized, cost-effective search terms such as “Thai chili sauce,” “authentic Asian hot sauce,” and “spicy stir-fry paste.”
2.Listing Revamp & Brand Storytelling
Rebuilt A+ content to spotlight authentic Thai origins, ingredient freshness, and versatile flavor profiles.
Integrated new visuals showcasing usage occasions from noodles to wings appealing to both traditional and fusion audiences.
3.Automated Performance Optimization
Introduced real-time bid adjustments to sustain ROAS at scale and avoid keyword cannibalization.
Deployed XENA 360’s pacing algorithms to distribute ad budgets effectively across high-performing SKUs.
4.Organic Visibility & TACoS Control
Refined backend SEO structure to improve organic discoverability.
Balanced paid-to-organic ratio to reduce dependency on ads while retaining consistent traffic momentum.
“The data clarity and automation XENA introduced changed how we approach digital growth. It’s not just ads, it’s a system that keeps improving every week. Our visibility, sales, and repeat customers have all grown together.”
— Operations Head, Gaigan
Results
180% Increase in Total Sales
With optimized keyword targeting and improved organic ranking, Gaigan more than doubled its overall sales. The products began appearing on page one for “Thai hot chili sauce” and “spicy cooking paste,” leading to sustained repeat orders.
102% Growth in Ad-Driven Revenue
Ad performance nearly doubled through targeted campaigns that attracted high-intent audiences. Dynamic bid optimization ensured profitability even during peak competition periods.
140% ROAS Improvement
By focusing on buyer behavior and conversion-based targeting, Gaigan’s return on ad spend more than doubled, ensuring every dollar delivered measurable value.
32% TACoS Efficiency
TACoS efficiency improved significantly as organic sales started contributing a higher share of total revenue, showcasing a stable growth-to-cost balance.
Brand Evolution
Gaigan transitioned from a niche Asian hot sauce brand to a recognizable category player on Amazon and beyond celebrated for its authentic flavor, consistent performance, and scalable growth model.
Find More Case Studies
Ready to Take Your E-Commerce Growth to the Next Level?
Discover how XENA helps brands and sellers optimize listings, boost visibility, and stay ahead in competitive marketplaces.
Book a Meeting
