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As Cambodia continues its post-pandemic recovery, a new report by research firm PROFITENCE sheds light on a rapidly maturing e-commerce landscape shaped by changing consumer behaviours, heightened digital engagement, and shifting expectations around payments, content, and convenience.<\/p>\n
The 2024 E-commerce Report, revised in March 2025, offers a comprehensive examination of Cambodia\u2019s digital commerce sector, drawing insights from a national consumer survey and detailed industry analysis across 12 sectors, including banking, finance, media, and entertainment. More than just data, the report serves as a strategic roadmap for investors, policymakers, and entrepreneurs navigating one of Southeast Asia\u2019s lesser-known but increasingly digital markets.<\/p>\n
The report notes that \u201ce-commerce has become a cornerstone of Cambodia\u2019s economy,\u201d largely due to the normalisation of consumer behaviour post-pandemic. Online shopping, once seen as a supplementary channel, is now embedded in the daily lives of Cambodian consumers.<\/p>\n
Findings from the national consumer survey reveal that convenience (20 per cent), promotions and discounts (23 per cent), and cheap prices (14 per cent) are the primary motivations driving online purchases. However, concerns remain. Fraud and scams (23 per cent), poor product quality (20 per cent), and additional delivery fees (14 per cent) continue to influence consumer hesitation.<\/p>\n
\u201cCambodian shoppers are savvy and pragmatic,\u201d the report explains. \u201cThey are increasingly driven by value but remain cautious about risk, particularly when shopping on social media platforms.\u201d<\/p>\n
On such platforms, convenience and promotions remain major incentives, yet concerns persist around authenticity, fraud, and payment security.<\/p>\n
Also Read: Succeeding in e-commerce in China: Building AI-powered chatbots that know how to close a sale<\/a><\/strong><\/p>\n As the country\u2019s digital economy expands, consumer expectations around payments are evolving in parallel. Cambodian shoppers are demanding a more sophisticated payments experience\u2014one that is “fast, secure, and frictionless”, mirroring global trends.<\/p>\n In the retail sector, consumers expect seamless transactions with options tailored to specific purchase categories. \u201cConsumers increasingly expect not just choice in what they buy, but in how they pay,\u201d notes the report. For example, younger consumers are demonstrating an openness to Buy Now, Pay Later (BNPL) options, a trend already evident in markets such as Australia.<\/p>\n In financial services, this flexibility is extending to insurance and investment payments, with consumers exploring payment via alternative channels such as social media. This represents a convergence between e-commerce and fintech, offering an opportunity for both sectors to collaborate on digital payment solutions adapted to local contexts.<\/p>\n It is important to note that Cambodia\u2019s e-commerce journey is not uniform across industries.<\/p>\n In the media and entertainment space, the report identifies a strong preference for localised digital content. Consumers favour content aligned with Cambodian language, culture, and social dynamics. This localised approach not only builds trust but also reflects the country\u2019s high social media penetration and digital consumption habits.<\/p>\n In the beauty and cosmetics sector, a younger, more eco-conscious demographic is pushing demand for natural and organic products. Transparency, sustainability, and skincare awareness are all contributing factors to growth in this segment.<\/p>\n Meanwhile, Cambodia\u2019s ride-hailing industry reflects a highly localised competitive environment. Some platforms have adapted by allowing bookings without pre-set pin locations, an example of how e-commerce services are fine-tuned for local needs. Promotions, low base fares, and loyalty rewards have become standard tools to attract and retain users, especially in urban areas.<\/p>\n Also Read: Then vs now: A look back at Vietnam\u2019s changing e-commerce battleground<\/a><\/strong><\/p>\n While Cambodia still faces infrastructure and regulatory challenges, the PROFITENCE report underscores the country\u2019s increasing digital maturity. From payment preferences to content engagement, the e-commerce sector is expanding not just in volume but in complexity.<\/p>\n As one analyst notes, \u201cCambodia\u2019s digital evolution is being shaped by a new generation of consumers who value flexibility, transparency, and cultural relevance.\u201d Businesses that understand and respond to these nuanced preferences will be best placed to thrive in the years ahead.<\/p>\n —<\/p>\n Image Credit: Roth Chanvirak<\/a> on Unsplash<\/a><\/p>\n The post Local content, natural products, and BNPL: Understanding Cambodia\u2019s new digital habits<\/a> appeared first on e27<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" As Cambodia continues its post-pandemic recovery, a new report by research firm PROFITENCE sheds light on a rapidly maturing e-commerce landscape shaped by changing consumer behaviours, heightened digital engagement, and shifting expectations around payments, content, and convenience. The 2024 E-commerce Report, revised in March 2025, offers a comprehensive examination of Cambodia\u2019s digital commerce sector, drawing […]<\/p>\n","protected":false},"author":1,"featured_media":1749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[14],"tags":[],"_links":{"self":[{"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/posts\/1747"}],"collection":[{"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/comments?post=1747"}],"version-history":[{"count":2,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/posts\/1747\/revisions"}],"predecessor-version":[{"id":1750,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/posts\/1747\/revisions\/1750"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/media\/1749"}],"wp:attachment":[{"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/media?parent=1747"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/categories?post=1747"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.fresnoforeclosure.com\/index.php\/wp-json\/wp\/v2\/tags?post=1747"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Preferences reflect new consumer expectations<\/h1>\n
The road ahead for Cambodia<\/h2>\n