Samsung and Shopee lead a consumer ranking shaped by strong word-of-mouth, nationwide reach and the growing role of digital services.
Samsung has emerged as Indonesia’s most recommended brand, narrowly ahead of e-commerce platform Shopee, underscoring how technology has become embedded in everyday consumption across Southeast Asia’s largest economy.
The findings come from YouGov’s APAC Most Recommended Brands 2026 report, which measures the willingness of existing customers to recommend a brand to friends or colleagues. The metric reflects consumer advocacy—not market share, sales or financial brand value—and covers Australia, Hong Kong, Indonesia, Singapore and Thailand.
Key facts:
- Samsung recorded a 91.2% positive recommendation score.
- 73% of Indonesians share positive experiences by word of mouth.
- 51% communicate them through ratings and 45% through social media.
- Only 4% reportedly share negative experiences through social media or reviews.
- Indonesia’s top five were Samsung, Shopee, Allianz, Apple and Netflix.
Samsung’s lead rests on more than smartphone visibility. Its broad product portfolio, spanning televisions, appliances and personal electronics, gives the South Korean company repeated contact with consumers. The survey found that its principal brand indicators exceeded 89%, while its recommendation rate closely tracked customer satisfaction. That alignment suggests users are not merely content with the products—they are willing to advocate for them.
Shopee’s second-place position reflects a different advantage: distribution. Its marketplace reaches consumers well beyond Jakarta and Indonesia’s other major cities, connecting buyers and merchants across an archipelago of more than 17,000 islands. Positive experiences with ordering, payments and delivery can therefore circulate through families and local communities, lowering the trust barrier for first-time online shoppers.
The presence of Allianz in third place shows that recommendation is also important in less frequently purchased services. Insurance depends heavily on confidence that claims and protection will work as promised. Apple’s fourth-place ranking indicates that some Indonesians will endorse premium-priced products when quality is perceived to justify the cost, while Netflix’s fifth place illustrates how streaming has entered household entertainment routines.
For companies, the ranking highlights the commercial value of consistent service after the initial sale. Advertising can build awareness, but poor delivery, limited regional availability or weak customer support can prevent satisfied buyers from becoming advocates.
Investors should nevertheless read the results carefully. Strong recommendation may support retention and pricing power, but it does not automatically translate into profitability. For policymakers, meanwhile, the dominance of digital brands raises familiar questions around competition, consumer protection, data governance and reliable connectivity outside the country’s largest urban centres.