If you come from a country with few internet users and even fewer smartphone owners, why would you set up an internet shopping business? “I wanted to buy a present for my then girlfriend,” says Vichet In, who is the founder and CEO of one of Cambodia’s first and most successful forays into e-commerce. In 2013 only around 6% of Cambodians used the internet. But there’s been a rapid rise in internet usage and in smartphone ownership. Which is good news for Vichet and his siblings, who have become involved in his business. John Murphy is in Phnom Penh, where he has a tour of Vichet’s showroom, to get an insight into the setting up of his company, Little Fashion. He hears the secrets of Little Fashion’s success and plans for expansion - just as long as the company can satisfy its demanding Cambodian customers.

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