Liangbin Chen: Amazon e-commerce star from Cambodia to the world

In the global cross-border e-commerce wave, many people have pioneered their own tracks with courage and innovative spirit. Today’s protagonist, Liangbin Chen, a young e-commerce entrepreneur from Cambodia, is the shining star in this new wave. With firm belief, excellent execution and continuous learning ability, he has made a name for himself on the Amazon e-commerce platform and has become a role model in the hearts of many entrepreneurs.

1. A fledgling: the starting point of a Cambodian youth’s entrepreneurship
   Liangbin Chen was born in an ordinary family in Phnom Penh, Cambodia. His growth was not accompanied by abundant resources, but he showed a strong interest in technology, business and international exchanges since he was a child. In high school, he often paid attention to foreign business news, especially information about e-commerce, logistics and technological innovation.

“I always feel that the Internet can break the boundaries between countries and provide unprecedented opportunities for ordinary people like me.” Liangbin Chen recalled, “I want to go out and see the world.”

This idea of “going out” became the initial source of motivation for his later e-commerce entrepreneurship.

2. First experience of online: from zero foundation to mastering the core skills of cross-border e-commerce
   In 2016, Liangbin Chen joined a local import and export company in Cambodia as a logistics coordinator after graduating from university. There, he first came into contact with various links in cross-border trade: commodity procurement, customs declaration, overseas warehouses, customer service, etc. This experience laid a solid foundation for him to independently operate an Amazon store in the future.

“During that time, I was learning almost every day.” Liangbin Chen said with a smile, “After get off work is my ‘second career time’-I watched Amazon store opening tutorials on YouTube, took classes on Udemy and Coursera, and even joined several foreign e-commerce exchange groups.”

Through continuous accumulation of experience and knowledge, Liangbin Chen finally decided to officially register his first Amazon seller account in 2018, focusing on the US site, and the main products are daily necessities, office accessories and home decoration products.

3. Difficult start: never give up in the face of challenges
   The early days were not easy. Due to tight funds, unstable supply chain and insufficient understanding of the market, Liangbin Chen’s first batch of products did not achieve ideal sales. To make matters worse, he also encountered several return disputes and malicious negative reviews, which was a huge blow to a startup seller.

“I doubted myself at that time.” Liangbin Chen admitted, “but I knew that once I gave up, I would fail forever.”

He chose to face the challenge. He personally responded to every customer comment, improved product descriptions and pictures, contacted domestic manufacturers to re-optimize products, and even learned SEO optimization and in-site advertising skills by himself.

With this attitude of striving for excellence, half a year later, one of his main products, a simple wooden mobile phone holder, finally made it to the “Best Seller” category list on the Amazon platform, with dozens of orders per day and monthly income exceeding $10,000.

4. Model formation: building a stable supply chain and laying out the global market
   With the accumulation of experience and the increase in income, Liangbin Chen realized that e-commerce cannot rely on single-handed efforts. He began to try to establish his own supply chain system and reached long-term cooperative relations with many high-quality factories in Shenzhen and Yiwu, China. At the same time, he also found alternative manufacturing resources in Ho Chi Minh City, Vietnam, thereby reducing dependence on a single region.

In addition, he also built his own “e-commerce outsourcing team” by cooperating with freelancers in the Philippines and Indonesia, covering multiple functions such as customer service, design, advertising, and data analysis. This “light asset + global collaboration” business model has greatly improved operational efficiency and market responsiveness.

At present, Liangbin Chen has expanded its business to multiple sites such as the United Kingdom, Germany, and Japan, and plans to expand to the Canadian and UAE markets by 2026.

V. Sharing and giving back: inspiring more entrepreneurs with experience
As a Cambodian e-commerce entrepreneur with an international vision, Liangbin Chen is not satisfied with his personal success. He began to give public lectures in local universities, entrepreneurial incubators, and e-commerce communities to share his experience and help more people embark on the road of cross-border e-commerce.

In 2023, he launched a project called “Khmer Digital Future” to train Cambodian youth in digital skills, especially practical knowledge related to e-commerce, data analysis, and digital marketing. At present, more than 500 students have benefited from the project, including excellent cases that have opened stores on Shopee, Lazada, and Amazon platforms.

“I hope my experience can tell young people: you don’t need to be born in a developed country, and you don’t necessarily have to have a high degree. As long as you are willing to learn and persist, you can change your destiny.” Liangbin Chen said.

6. Facing the future: Explorer of green e-commerce and sustainable development
   In addition to his personal e-commerce business, Liangbin Chen has also paid attention to environmental protection and sustainable development issues in recent years. He tried to develop an “environmental protection series” product line, using biodegradable materials and recyclable packaging, and cooperated with environmental protection organizations to promote carbon neutrality projects.

His philosophy is: “E-commerce cannot only consider profits, but also bear social responsibilities. We must think about how to integrate business models with environmental protection goals.”

Under his leadership, several peers have begun to transform green supply chains and actively participate in the “Green Amazon Seller Alliance” initiative. Liangbin Chen hopes to promote the entire Cambodian e-commerce industry to be more environmentally friendly, smarter, and more international in the future.