ShopSM lands in Asia’s Top 100 retail brands

ShopSM ranked 80th in the inaugural Brand Conviction Index: Asia’s Top 100 Retailers, standing out for a level of consumer advocacy that far exceeds its current shopper base.

The ranking, released by Inside Retail Asia, draws on more than 70,000 consumer interviews across 11 Asian markets and 12 months of YouGov BrandIndex data through 31 May 2026.

Among surveyed Filipino consumers, nearly four times as many said they would recommend ShopSM as currently shop on the platform.

ShopSM extends The SM Store online, offering delivery and click-and-collect services linked to SM’s physical retail network.

Two other Philippine fashion brands also made the list. Penshoppe ranked 83rd, while Bench placed 92nd. Both were used by close to a third of surveyed Filipino consumers and were recommended by an even larger share.

Rolex topped the overall ranking, followed by JD.com, Flipkart and Shopee. FairPrice placed eighth, while luxury brands including Louis Vuitton, Chanel, Cartier, Hermès and Omega also appeared in the top 100.

Inside Retail Asia said the index was designed to measure the gap between current customers and consumers willing to recommend a brand, rather than simply ranking retailers by size or sales.

“Most retail rankings tell you who is biggest,” Inside Retail Asia Global Head of News Robert Stockdill said. “The Brand Conviction Index tells you something more commercially important by showing which brands consumers truly believe in and how far that belief extends beyond their current customers.”

The results also highlighted strong performances by regional retailers. Vietnam placed several electronics chains in the top 100, while Indonesian bookstore Gramedia ranked 23rd.

The index suggests that consumer trust and advocacy can extend well beyond a brand’s active customer base, giving retailers a potential pipeline for future growth.