ShopSM, Bench and Penshoppe are the top Philippine names featured in the first-ever Brand Conviction Index: Asia’s Top 100 Retailers list.
Compiled from over 70,000 consumer interviews across 11 markets—China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Thailand and Vietnam—the ranking measures current customer numbers, recommendations, and future shopping interest to gauge how strongly brands connect beyond existing shoppers.
ShopSM placed 80th overall. The study noted nearly four times as many surveyed Filipino consumers recommend the platform as currently shop there. ShopSM is SM’s online department store, integrating delivery and click-and-collect with its physical network.
Penshoppe followed at 83rd, while Bench ranked 92nd. Both fashion brands have served nearly one-third of Filipino respondents, with even larger shares saying they would recommend them.
Across Asia, Rolex took first place, followed by JD.com, Flipkart and Shopee—with Shopee ranking 4th. Its success was credited to local language support, flexible payment options and market-tailored promotions.
The index is powered by YouGov BrandIndex. “Brands that earn trust through relevant, reliable guidance are not just easier to find—they are better placed to be chosen,” said Oliver Tan, APAC Managing Director at Rezolve Ai. “This index shows which retailers in Asia have already earned that position.”
Angela Smith, APAC Head of Client Growth at YouGov, added: “Conviction is often overlooked because it lives beyond the transaction. The real growth story sits in the gap between who shops today and who believes in a brand enough to recommend it.”
