Performance Marketing Trends in Cambodia: 2024–2025 Outlook
As Cambodia’s economy continues its digital transformation, businesses are shifting from traditional advertising to performance marketing — a model focused on measurable results like clicks, leads, and sales. This new approach is reshaping how brands connect with consumers in Cambodia’s dynamic, mobile-first environment.
In this blog, we explore the top performance marketing trends influencing Cambodia today and what companies must know to stay competitive.
1. Cambodia’s Growing Digital Ecosystem
Cambodia’s digital adoption has accelerated rapidly. According to DataReportal’s Cambodia 2024 report, there were 9.66 million internet users in Cambodia at the start of 2024 — about 56.7% of the population. Mobile penetration is even higher, with 24.65 million mobile connections recorded, meaning many users own more than one device.
This fast-growing digital ecosystem sets the perfect foundation for performance marketing to thrive. Businesses are now expected to optimize for mobile-first consumption, leveraging platforms that Cambodians use daily, such as Facebook, TikTok, Telegram, and Instagram.
2. Rise of Social Commerce
Social media isn’t just for communication anymore — it’s becoming Cambodia’s new digital marketplace.
A study by Statista highlights that platforms like Facebook and TikTok dominate digital engagement in Cambodia. With consumers increasingly shopping through social media, performance marketers are investing heavily in shoppable ads, live-streaming sales, and messaging bots on these platforms.
Notably, TikTok Cambodia saw a 41% growth in advertising reach between 2023 and 2024 (DataReportal) — emphasizing that short-form video content is crucial for engagement and conversions.
3. The Shift to Mobile-First Campaigns
With over 24 million mobile connections, it’s no surprise that Cambodian users predominantly browse, shop, and interact via mobile devices.
Performance marketers must:
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Design mobile-optimized landing pages
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Run vertical video ads for Facebook Reels and TikTok
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Use location-based targeting to drive in-store traffic
Mobile-first campaigns see higher engagement and lower cost-per-click (CPC) rates in Cambodia, according to research by Think with Google Southeast Asia.
4. Data-Driven Personalization
Cambodian consumers increasingly expect personalized experiences. Performance marketers are using AI-driven tools to analyze user behavior and deliver personalized ads based on interests, browsing history, and location.
Popular techniques include:
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Dynamic product ads on Facebook
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Retargeting ads to re-engage users
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Lookalike audiences based on top-performing customers
By leveraging tools like Meta Business Suite, Google Ads, and TikTok Ads Manager, businesses can optimize ad spend toward users most likely to convert.
Learn more about AI’s role in marketing at TrueScope Global Digital Marketing Trends 2024.
5. Influencer and Micro-Influencer Campaigns
In Cambodia, influencers and local content creators hold massive sway over purchasing decisions. Brands are increasingly partnering with micro-influencers — those with 10,000–100,000 followers — who have highly engaged, niche audiences.
Successful influencer marketing strategies focus on:
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Authentic storytelling
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Live product demonstrations
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Exclusive promo codes to track ROI
Cambodian agencies like Seventynine Digital and Bray Creative are helping brands manage influencer partnerships efficiently.
6. Emphasis on Measurable KPIs
Unlike traditional marketing, performance marketing is metrics-driven. Cambodian businesses now demand clear KPIs like:
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Cost-per-click (CPC)
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Cost-per-acquisition (CPA)
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Return on ad spend (ROAS)
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Conversion rates
Tools such as Google Analytics 4 and Meta Pixel allow businesses to track campaign effectiveness in real-time. Those who ignore performance metrics risk wasting valuable ad budgets.
For SEO, tools like Ahrefs and SEMrush also help optimize organic performance.
7. Growth of Local E-Commerce Platforms
While global marketplaces like Shopee and Lazada are strong in Cambodia, local players like Smile Shop and Little Fashion are rising.
Performance marketers now integrate campaigns with:
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Marketplace ads (Shopee Ads, Lazada Sponsored Solutions)
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Affiliate marketing programs
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Messenger and WhatsApp shopping bots
Seamless e-commerce integration is vital for capitalizing on Cambodia’s digital shopping boom.
8. Fast Adoption of Digital Payments
The expansion of the Bakong Payment System (a blockchain-based payment infrastructure launched by the National Bank of Cambodia) is boosting consumer confidence in digital transactions.
According to the Cambodian Ministry of Economy and Finance, Bakong processed over USD 54 billion in transactions in the first half of 2024 alone.
For performance marketing, this means:
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Offering diverse payment methods at checkout
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Promoting secure digital payment options
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Emphasizing ease of payment in ad messaging
9. AI and Automation in Campaign Management
Performance marketers in Cambodia are adopting AI-based tools to manage bidding strategies, automate ad placements, and personalize content at scale.
Popular automation strategies include:
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Smart bidding in Google Ads
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Automated targeting on Facebook Ads
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Chatbots for customer engagement
As digital competition grows, AI adoption becomes key to driving efficiency and higher ROIs.
10. Regulatory Awareness
Finally, brands must stay aware of emerging digital advertising regulations in Cambodia, especially around data protection and consumer privacy.
In 2025, Cambodia is expected to introduce new e-commerce and digital advertising laws (source: Khmer Times). Performance marketers must ensure:
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Transparent data collection practices
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Consumer consent for retargeting ads
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Compliance with local advertising standards
Final Thoughts
Cambodia’s performance marketing scene is vibrant and evolving fast. To succeed, businesses must:
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Embrace mobile-first and video-first strategies
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Leverage social commerce and influencer partnerships
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Invest in AI and data-driven campaign management
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Stay informed about regulatory changes
By doing so, brands can achieve measurable growth, improve ROI, and build strong digital footholds in one of Southeast Asia’s most exciting emerging markets.
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