Cambodia Investment Review
On episode 136 of the Rising Giants podcast, co-hosts Max and Dom sat down with Layheng Phan, Co-Founder and Chief Growth Officer of Krubkrong, to discuss her journey in Cambodia’s digital media and advertising space, and how her startup is revolutionizing the e-commerce landscape. Krubkrong, a cloud-based platform tailored for Cambodian retailers, aims to empower small and medium-sized enterprises (SMEs) by offering them an easy-to-use point-of-sale (POS) system and online store solution. Layheng Phan also spoke about the challenges of entrepreneurship, the unique selling propositions of her company, and the importance of building a strong team culture in a competitive market.
Evolving from Media to E-Commerce
Layheng Phan’s professional journey began with a degree in IT, which led her to work as a marketing manager at Mediaload. There, she found her passion for people-to-people connections. “I enjoyed being out of the office, meeting people, and building connections. One of the key projects I worked on was organizing beauty pageants and bringing international films to Cambodia, which helped me grow my network and learn how to run large-scale events,” she reflected.
However, she noted that Cambodia’s media and marketing landscape has shifted dramatically, especially with the rise of short-form video content on platforms like TikTok. “There’s been a boom in young content creators, which has shaped how brands market themselves,” Layheng Phan explained. “In-person marketing has also regained popularity because it builds trust with customers, which is crucial for brand campaigns. But we also face challenges, such as the digital literacy gap between older and younger generations, and a lack of trust in online platforms.”
Krubkrong, often compared to global e-commerce platform Shopify, aims to provide a localized solution for Cambodian businesses. “Our platform provides a powerful POS system and online shop solutions for businesses that have products but don’t have a physical store. We’re helping businesses move beyond social media-based selling, without requiring them to build their own websites,” Layheng shared. The platform charges a $20 monthly subscription fee, which includes essential features like inventory management.
Layheng explained that one of the key advantages of Krubkrong is its integration with local banks, something larger platforms like Shopify lack. “We’ve partnered with ABA Bank, which makes it easy for consumers to complete purchases. This has been a huge advantage for us,” she said. Krubkrong also offers localized customer support, with a team providing assistance in Khmer through popular messaging apps like Telegram.
Despite the competitive market, Layheng remains focused on growth. “We need around 100 stores to join the platform to break even, and our short-term goal is to get 200 stores onboard. We’ve been acquiring customers through word-of-mouth and by building trust with paid media features in local outlets,” she noted.
Overcoming Challenges and Looking Ahead
As with any startup, building the right team and maintaining a positive company culture are critical to Krubkrong’s success. “Our team has been with us from the beginning. We focus on understanding what they enjoy about working here and align their passions with the company’s vision,” Layheng said. She emphasized the importance of patience in entrepreneurship, especially for younger generations. “Many young entrepreneurs give up after facing their first challenge or switch ideas too quickly. It’s important to stay committed and get experience working for others in the industry before starting your own business.”
Layheng Phan also addressed the challenges of convincing Cambodian SMEs of the value of Krubkrong’s services. “Some business owners think $20 a month is expensive, but once they understand the features—like customer and inventory tracking—they see the value. We’ve kept the price accessible for most SMEs, with the option to customize services for an additional fee.”
Reflecting on her own entrepreneurial journey, Layheng offered advice to aspiring business owners. “Don’t be afraid of failure or what others think of you. If I could give one piece of advice to my younger self, it would be to start earlier and focus on mastering one thing instead of trying to do everything. Stay curious and stay humble.”
Krubkrong’s story, as shared by Layheng Phan , highlights the growing importance of e-commerce platforms in Cambodia’s retail landscape. As the country’s digital economy expands, localized solutions like Krubkrong are well-positioned to empower Cambodian businesses and help them navigate the challenges of an increasingly competitive market.
