Fashion retail enters the online era

SOURSDEY Fashion occupies a small shopfront near the Russian Market. It looks similar to many of the small boutiques sprouting up across Phnom Penh, packed with  the latest in fashion aimed at young, trendy consumers. But the shop’s business plan differs from that of many similar-looking retail outlets. Soursdey Fashion is part of a small but growing number of shops that sell their products almost exclusively online. Soursdey Fashion Shop manager Khun Keomoly says widespread use of the internet has made online retailing a viable proposition in the past few months. Although there were fewer than 200,000 internet subscribers among the 14 million Cambodians at the end of last year, according to Ministry of Posts and Telecommunicat-ions statistics, some retailers say online buying is quickly catching on in the Kingdom.