A free option is enough when you have a few locations, they rarely change and visitors only need to see where you are. A Google Maps embed, Google My Maps or our free Google Maps embed generator does that job at no cost.
A free WordPress plugin such as WP Store Locator goes further: address search, filters and opening hours, on a site you keep updated yourself. Pay for a store locator when you want it run for you: hosted and maintained on any website, updated by people who are not developers, with search analytics, Google Sheets sync and lead capture depending on the plan.
This guide covers each free option's published features and limits, then the cases where paying makes sense. We make StoreRocket, so weigh our view with that in mind.
Related: What is a store locator? | Best store locator software 2026 | Store locator ROI
The short answer
A free option is enough when
- You have one location, or a short list that rarely changes.
- Your site runs on WordPress and someone will keep a plugin updated: WP Store Locator gives visitors search, filters and opening hours for free.
- The map is for your own team, a one-off event or a test of whether a locator is worth having.
- A developer on your team will build and maintain a locator on Leaflet or Mapbox.
Choose StoreRocket when
- You want the locator hosted and kept working for you, with nothing to install or update.
- The people who update locations aren’t developers, and the list changes often.
- You want one locator in your brand on Shopify, Wix, Squarespace or any other site, not only WordPress.
- You want to see what visitors searched for, sync from a Google Sheet or capture leads, depending on the plan.
Free tools that make the map for you
If a map with pins is all you need, start here. These StoreRocket tools are free and need no account:
- Google Maps embed generator: a Google Map with several pins and the embed code to paste into your site. Google's own share embed shows one place.
- Mapbox embed generator: the same on Mapbox, with a choice of map styles.
- Map marker generator: a custom map pin in your colours, as PNG, SVG or WebP.
- Map API cost calculator: what your monthly map loads, geocodes and autocomplete calls would cost on Google Maps and Mapbox, if you plan to build on either.
What a free option leaves to you
The free options below do what they say. The gaps are in the work around them:
- Search. The embed generators and Google's share embed show pins, not a search for the nearest location. Google My Maps lets viewers search the map's contents, not find the nearest location from their own address.
- Updates. With an embed, each new or changed location means making the map again and replacing the code on your site.
- Upkeep. With the free WordPress plugins and the do-it-yourself libraries, you keep the plugin or code working through updates. They need your own map provider key and billing, as StoreRocket does after its trial.
- Reports and leads. Where a free option has search analytics or lead forms, its own pages list them as add-ons, paid plans or coming later.
If none of those matter for your list, a free option is the right choice. When they do, create your locator and try it with your own list.
Free Store Locator Options
1. Google My Maps
Best for: Internal use, very small businesses with under 5 locations
Where StoreRocket differs: My Maps is free and carries Google's interface. StoreRocket carries yours and, depending on the plan, tells you what visitors searched for and where they found nothing.
What it is: Google's free custom map builder that lets you create, customize, and share maps with your own location data.
How to use it:
- Go to google.com/mymaps
- Create a new map
- Add locations manually or import from a spreadsheet (up to 2,000 rows)
- Customize markers with limited color and icon options
- Share the link or embed on your website via iframe
What you get:
- Free forever with no usage limits on views
- Import from CSV, XLSX, or Google Sheets
- Basic marker customization (colors, icons)
- Shareable links and embeddable iframes
- Layers for organizing different location types
Verdict: Google My Maps works for internal team use or simple "here's where we are" displays on a contact page. Viewers can search the map's contents, but it is built for sharing a map rather than running a locator on a commercial site.
Related: How to use Google Maps API for free | Google Maps widget options
2. Google Maps Embed (Simple Iframe)
Best for: Single-location businesses that just need a map on their contact page
What it is: A basic Google Maps embed using an iframe, either from the "Share" button on Google Maps or through the Maps Embed API.
How to use it:
- Search for your business on Google Maps
- Click "Share" and then "Embed a map"
- Copy the iframe code and paste it into your website
What you get:
- Completely free with no API key needed for the basic embed
- Shows your business location with Google's standard map
- Includes directions link
- Works on any website (HTML, WordPress, Shopify, Squarespace)
Verdict: If you have one location and need a map on a contact page, the basic embed provides a map and directions link.
Related: How to embed Google Maps in WordPress
3. BatchGeo (Free Tier)
Best for: Quick internal visualizations and one-off presentations
Where StoreRocket differs: BatchGeo's free maps carry ads and removing them is $99 a month. StoreRocket is ad-free on every plan including the trial; lead capture, a heatmap of where people searched, Sheets sync, the REST API and white label depend on the plan.
What it is: A spreadsheet-to-map converter that turns your location data into an interactive map.
How to use it:
- Go to batchgeo.com
- Paste your spreadsheet data (addresses, names, phone numbers)
- Click "Map Now" and BatchGeo geocodes everything
- Copy the embed code or share the link
What you get:
- Free tier available with basic functionality
- Spreadsheet-to-map workflow
- Shareable links
- Basic embedding via iframe
- Geocoding included (it converts addresses to coordinates)
- Full-text search and data filtering
- Preset marker and map styling
What $99/mo BatchGeo Pro actually buys, from their own pricing page:
- Ad-free maps, and password protection
- Ten users, and up to 100,000 markers per map
- Street View integration, and PDF, PNG and KML export
- A heat map layer that plots the density of your own rows
- Route optimisation for up to 23 stops
Verdict: BatchGeo turns spreadsheet data into a visual map. Its free maps display BatchGeo branding; the published Pro plan costs $99/month and removes it.
4. WP Store Locator (WordPress Plugin)
Best for: WordPress sites that need basic search functionality without paying for a SaaS tool
Where StoreRocket differs: the plugin is free, runs only on WordPress and you maintain it through WordPress and PHP upgrades. StoreRocket is hosted, works on any site that accepts an embed code and places each address on the map when you import. On OpenStreetMap the plugin needs no map key; StoreRocket runs on your own Google Maps or Mapbox key after the trial.
What it is: A free WordPress plugin with address search, radius and category filters and opening hours, on OpenStreetMap, Stadia Maps, Mapbox or Google Maps.
How to use it:
- Install the plugin from the WordPress plugin repository
- Choose a map provider in its setup: OpenStreetMap needs no API key, Google account or credit card; Google Maps needs your own key on a billing-enabled Google Cloud project
- Add locations manually through the WordPress admin, or import a CSV file with the paid CSV Manager add-on
- Use the
[wpsl]shortcode on any page
What you get:
- Free plugin with no usage limits
- Search by address, postcode, city or store name
- WordPress integration with familiar admin interface
- Category support for filtering locations
- Radius-based search
- Opening hours with an Open now badge
- A map with no key or billing on OpenStreetMap
- Shortcode embedding
Feature availability:
- Search analytics are available through the Statistics add-on
- Lead forms are listed as coming in the Pro version
- CSV import and export come with the CSV Manager add-on
On Google Maps it needs your own API key and a billing-enabled Google Cloud project: Dynamic Maps includes 10,000 free monthly loads, then costs $7 per 1,000 in the first paid band. On OpenStreetMap it needs neither.
Verdict: on a WordPress site, WP Store Locator gives visitors search, filters and opening hours at no cost, with no map bill on OpenStreetMap. Search analytics and CSV import are paid add-ons, and you keep the plugin updated yourself.
Related: Best WordPress store locator plugins | How to add a store locator to WordPress
5. Store Locator Plus (WordPress - Free Version)
Best for: WordPress users who want to test before committing to add-ons
Where StoreRocket differs: Premier is $275 a year plus a non-refundable sign-up fee, on a plugin you maintain yourself. StoreRocket is hosted, publishes its plans on its pricing page with a free trial and no sales call, and offers analytics and lead capture depending on the plan.
What it is: Another free WordPress plugin with a freemium model where most useful features require paid add-ons.
What you get:
- Basic locator functionality with search
- Category support
- Radius search
- WordPress admin integration
- Territory management
- Support, with priority support paid
Tradeoffs:
- Premier is $275/year plus a non-refundable sign-up fee, and the rest arrives through add-ons
- Advanced reporting is available as a paid service
Pricing: Store Locator Plus Premier costs $275/year plus a non-refundable sign-up fee.
6. Leaflet + OpenStreetMap (DIY)
Best for: Developers who need full control and have specific technical requirements
What it is: Leaflet is an open-source JavaScript mapping library. OpenStreetMap data and Leaflet have no licence fee, but a production locator still needs suitable tile hosting and geocoding infrastructure.
What you get:
- No licence fee for Leaflet or OpenStreetMap data
- Full control over every aspect of the UI and functionality
- No vendor lock-in
- Huge plugin ecosystem for additional features
- Full control over the hosting capacity you provision
What you need:
- JavaScript and front-end development skills
- A server or hosting to serve the application
- Development time
- Ongoing maintenance for browser updates, security patches, and new features
- Your own geocoding solution (public Nominatim is limited to one request per second and forbids autocomplete)
What you don't get (without building it yourself):
- Analytics dashboard
- Lead capture
- Easy location management interface (you'll need to build an admin panel)
- Support
- Automatic updates
Verdict: Leaflet provides a flexible base for a custom locator, but your team must build and maintain the application around it.
7. Mapbox GL JS (Free Tier)
Best for: Developers who want customizable maps and have moderate traffic
What it is: Mapbox's JavaScript mapping library with a free usage allowance that includes custom map styles.
Free tier includes:
- 50,000 map loads per month
- 100,000 temporary geocoding requests per month
- Customizable map styles
- 3D terrain and building extrusion
- Mapbox Studio for custom map design
What you need:
- Front-end development skills (React, vanilla JS, or similar)
- Time to build a full store locator
- Ongoing maintenance budget
- Monitoring to avoid exceeding free tier limits
Verdict: Mapbox provides the rendering layer. Your team must build the locator application and its supporting workflows.
Related: How to use Mapbox API for free | Mapbox pricing breakdown | Google Maps vs Mapbox
Comprehensive Free vs Paid Comparison
How the options compare on the features a business locator usually needs:
| Solution | Price | Max Locations | Search | Analytics | Lead Capture | Filters | Support |
|---|---|---|---|---|---|---|---|
| Google My Maps | Free | 10,000 total (2,000/layer) | Map-content search | — | — | Layers | Google Help |
| Google Maps Embed | Free | 1 | — | — | — | — | Google docs |
| BatchGeo Free | Free | 250 | Yes | — | — | Yes | Published support |
| WP Store Locator | Free (no map key on OpenStreetMap) | Unlimited | Yes | Add-on | Listed as coming | Yes | Community |
| Store Locator Plus | Free + add-ons | — | Yes | Paid reporting | — | Yes | Forums |
| Leaflet DIY | Free (dev time) | Unlimited | Build it | Build it | Build it | Build it | None |
| Mapbox DIY | Free tier | Unlimited | Build it | Build it | Build it | Build it | Docs |
| StoreRocket | Current plans | Sized by plan | Yes | Yes, depends on the plan | Yes, depends on the plan | Yes | Chat and email |
A dash means the capability is not part of that vendor's published plan list or product page. It is not a statement that the product cannot do it, and their sales or support team is the right place to confirm.
Related: Store locator examples from real brands
When Free Is Genuinely Fine
We sell store locator software, and plenty of businesses don't need to pay for one. These are the situations where a free option is the right choice.
Internal Use Only
If only your team views the map for logistics, planning, or internal reference, Google My Maps may meet the requirement.
Proof of Concept
Testing whether a store locator adds value to your website? Start with a free embed. Watch whether customers mention it and whether "how do I find you?" questions change. If it helps, move to a full locator.
Very Small Scale
A handful of locations, little website traffic and no plans to grow soon? A Google Maps embed on your contact page, or a map with several pins from the embed generator, may be all you need.
Developer on Staff with Time to Spare
If you have a front-end developer available to build and maintain it, Leaflet plus OpenStreetMap is a technical option.
Temporary or Event-Based
Running a pop-up shop for two weeks, or an event across several venues? A free map you can throw away afterwards makes sense. There is no reason to pay monthly for something you need once.
The Best Path Forward
Our recommendation, by where you are:
Step 1: Be Honest About Your Needs
If you have one to three locations and just need a basic map on your contact page, a Google Maps embed is fine. Embed that and you're done.
Step 2: Compare Search Workflows
If visitors need to search by address, zip code, or "near me," test that workflow with your own location data before choosing a product.
Step 3: Try Before You Buy
Create your locator with StoreRocket, with a free trial and no credit card needed. Import your locations, customize the widget, and embed it on your site. Then decide which plan fits your requirements.
Step 4: Measure the ROI
During the free trial, review the searches, location engagement, and any captured leads. Use that data to evaluate the investment.
Related: How to measure store locator ROI
Start with a free trial, no credit card needed. Import your locations, embed the widget, and evaluate it with your own data. StoreRocket maintains the hosted locator and delivers updates through the embed already on your site.
Questions about free vs paid store locators? Contact us for honest advice. We'll tell you if free is fine for your situation.
Frequently Asked Questions
Which costs less to run over time, a free option or StoreRocket?
For one location or a short list that rarely changes, a free embed costs least: there is nothing to pay and little to maintain. Free plugins and do-it-yourself builds have no licence fee, but they need your own map provider key and its bills, hosting for a self-built locator, and someone's time to keep it working. StoreRocket is a monthly or yearly plan (see pricing); after the trial you connect your own Google Maps or Mapbox key and pay that provider directly. StoreRocket maintains the hosted locator, so the upkeep is ours.
Is there a completely free store locator?
Yes. Google My Maps is free and viewers can search its map contents, and it is built for sharing a map rather than running a locator on a commercial site. WP Store Locator gives a WordPress site search, filters and opening hours and runs on OpenStreetMap without a map key; search statistics are a paid add-on, and lead forms are listed as coming in its Pro version.
What's the best free store locator for Shopify?
Check the current Shopify App Store listings for free plans and published feature limits. StoreRocket can be added to Shopify with its app from the Shopify App Store, which creates a Store Locator page, or with an embed code, and has a free trial with no credit card needed.
Can I use Google Maps as a store locator for free?
You can embed a Google Map free using an iframe. A custom multi-location locator can use the Google Maps JavaScript API with a billing-enabled project. Dynamic Maps includes 10,000 free monthly loads, then costs $7 per 1,000 in the first paid band, so monitor usage.
What do I lose with a free store locator?
It depends on the option. Embeds show pins without a nearest-location search, plugins and do-it-yourself builds leave the map key and upkeep to you, and analytics or lead forms are add-ons or paid plans where they exist. Compare each option's published support for analytics, lead capture, filters, data sync, and support before choosing one.
How much does a professional store locator cost?
Professional store locator pricing varies by vendor, location count, and features. StoreRocket's plans are sized by the number of locations; see StoreRocket's current plans. Analytics, lead capture, daily Google Sheets sync and the REST API depend on the plan.
Is StoreRocket free?
No. StoreRocket offers a free trial, no credit card needed, then a paid plan. You can import your locations, embed the widget on your site, and see how visitors use it before making any payment decision.
Can I build my own store locator for free?
Yes. Open-source libraries like Leaflet.js and OpenStreetMap data have no licence fee. OSMF's public tiles are best-effort infrastructure rather than an unlimited production CDN, and public Nominatim is rate-limited, so production hosting and geocoding still carry infrastructure or provider costs. Your team must also build and maintain the locator application.