A store locator helps customers find your own locations. A product locator helps them find third-party retailers that carry your products. A store locator like StoreRocket covers both when you set the retailer list yourself and mark which products each one carries. If you need live stock by store, you need a product-availability tool instead. We make StoreRocket, so weigh our view with that in mind.
This guide breaks down what each tool does, when you need one over the other (or both), and where a store locator stops and a product-availability tool starts.
The short answer
A simple map is enough when
- You have a handful of stores or stockists that rarely change.
- Visitors only need to see where to buy, not which place is nearest.
- Nobody needs to filter by product line or store type.
Use a store locator like StoreRocket when
- Visitors pick the nearest of many stores, retailers or dealers.
- You set which product lines each retailer carries and show them as filters or custom fields.
- Your team, not a developer, keeps the list current from a dashboard or a spreadsheet.
- You want one embed code for your own stores and your retail partners.
Only a few locations and no budget? You may not need a store locator at all. A free embedded map with a pin for each location is fine when the list is short, rarely changes and visitors only need to see where you are. Our guide to free store locator options compares them.
Who needs a real product-availability tool? A store locator shows the retailers you list and the products you tag on them. It does not receive live stock from a retailer or a product feed. If visitors must see what is on the shelf at each store right now, you need a tool built for product availability, fed by retailer inventory data. Many brands start with a list of stockists and product filters and only need live stock later, if at all.
Related: What is a store locator? | Best store locator software 2026 | Best dealer locator software | Where to buy page guide | Distribution strategy | Store locator examples
Store, Product or Dealer Locator at a Glance
If you own the stores your customers visit, you need a store locator. If customers buy your products at stores you don't own, you need a product locator.
| Feature | Store Locator | Product Locator | Dealer Locator |
|---|---|---|---|
| Core question | "Where is your nearest store?" | "Where can I buy your product?" | "Where is your nearest dealer?" |
| Who owns the locations | You do | Third-party retailers | Authorized partners |
| Typical user | Retail chains, restaurants, banks | CPG brands, beverage companies, beauty brands | Manufacturers, equipment companies |
| Page name on website | "Find a Store" or "Locations" | "Where to Buy" or "Find a Retailer" | "Find a Dealer" or "Authorized Dealers" |
Most businesses know which one they need. The edge cases are where the choice takes thought.
What Is a Store Locator?
A store locator is a tool on your website that helps customers find the nearest physical location that your company owns or directly operates. The customer types in a zip code or city, and the locator shows them your stores on a map, sorted by distance, with addresses, hours, phone numbers, and directions.
The defining characteristic: you control the locations. Every pin on the map is a store you own, a franchise you operate, or a location you're directly responsible for.
Store Locator Examples
Starbucks operates stores worldwide. Their store locator helps customers find the nearest Starbucks, filter by drive-through availability, see today's hours, and get directions. Every location on the map is a Starbucks-branded store.
Apple uses a store locator to direct customers to Apple Store locations for purchases, repairs, and Genius Bar appointments. They own every location and control the entire experience.
Nike maintains a store locator for their branded retail stores, factory stores, and clearance stores. Customers filter by store type and see which services are available at each location.
Target helps customers find the nearest store, check if specific items are in stock, and schedule same-day pickup. Each location is a Target-operated store with standardized hours and services.
What Store Locators Typically Show
Store name and type, full address with directions, business hours, phone and email, services available, storefront photos, and sometimes real-time inventory availability.
For a deeper dive into how store locators work, read our complete guide to store locators.
What Is a Product Locator?
A product locator (also called a "where to buy" tool or retail locator) is a tool on your website that helps customers find third-party stores that carry your products. The customer searches by location, and the locator shows them retailers, shops, and distributors where they can purchase your products.
The defining characteristic: you don't own the locations. Every pin on the map is someone else's store that happens to sell your product. You're pointing customers to your retail partners.
Product Locator Examples
Hydro Flask sells water bottles through many retailers. Their product locator helps customers find the nearest REI, Dick's Sporting Goods, Target, or local outdoor shop that carries Hydro Flask products. Hydro Flask doesn't own any of those stores.
CamelBak similarly directs customers to retail partners where they can buy CamelBak bottles, packs, and reservoirs. Their "Find a Store" page is actually a product locator because the locations are all third-party retailers.
Wine and spirits brands use product locators extensively. A craft whiskey brand might have their bottles in 500 liquor stores across 30 states. Their product locator helps customers find which stores near them carry the brand, with filters for specific products like "single barrel reserve." Read more about locators for beverage brands.
Supplement brands use product locators to show customers which health food stores, pharmacies, and grocery chains carry their supplements. See our supplement brand guide for more.
What Product Locators Typically Show
Retailer name and logo, store address and directions, which of your products that retailer carries, retailer type or tier, link to the retailer's website, and distance from the customer's location.
The "Where to Buy" Page
Product locators almost always live on a page called "Where to Buy" rather than "Find a Store." This naming distinction matters because it sets the right expectation: the customer understands they'll be directed to someone else's store, not yours.
For a complete guide on building an effective "Where to Buy" page, see our Where to Buy page guide.
What Is a Dealer Locator?
A dealer locator is a specialized type of product locator built for manufacturers and companies that sell through authorized dealers, distributors, or service partners. The mechanics are similar to a product locator, but the relationships and requirements are more structured.
The defining characteristic: formal partnerships with defined territories, tiers, and certifications. Dealer relationships are contractual, not just a matter of stocking shelves.
Dealer Locator Examples
Carrier HVAC manufactures heating, ventilation, and air conditioning systems. Homeowners use Carrier's dealer locator to find a local certified installer who can assess their home, recommend the right system, and handle installation. Dealer tiers like "President's Award" and "Factory Authorized" help customers identify the most qualified installers. Learn more about HVAC dealer locators.
Trek Bikes sells through a network of authorized bike shops. Their dealer locator helps cyclists find shops that carry Trek bikes, can service them, and meet Trek's quality standards.
Caterpillar makes heavy equipment sold through authorized dealers worldwide. Their dealer locator helps construction companies find the nearest dealer for equipment purchases, parts, rentals, and service. See our equipment dealer locator guide.
John Deere, Husqvarna, and Stihl all maintain dealer locators with detailed information about what each dealer is authorized to sell and service.
What Dealer Locators Typically Show
Dealer name and contact info, authorized product lines, certification level or tier, territory coverage, services offered (sales, service, parts, rentals), lead capture forms, and dealer ratings or awards.
For the full breakdown, read our best dealer locator software guide.
Key Differences: Store Locator vs Product Locator vs Dealer Locator
Here's a detailed comparison across every dimension that matters:
| Feature | Store Locator | Product Locator | Dealer Locator |
|---|---|---|---|
| Who owns the locations | You do | Third-party retailers | Authorized partners |
| Relationship type | Direct ownership/franchise | Retail distribution | Contractual partnership |
| Number of locations | Tens to thousands | Hundreds to tens of thousands | Dozens to thousands |
| Data source | Your own systems (POS, ERP) | Retailer databases, manual entry, distributor feeds | Dealer agreements, CRM |
| Data accuracy | High (you control it) | Variable (retailers change without telling you) | Medium (contractual but not real-time) |
| Update frequency | As needed (you decide) | Constantly (retailers open/close, stock changes) | Quarterly to annually |
| Typical page name | "Find a Store" / "Locations" | "Where to Buy" / "Find a Retailer" | "Find a Dealer" / "Authorized Dealers" |
| Lead capture need | Low (customers visit directly) | Medium (brands want purchase data) | High (dealers want qualified leads) |
| Filter complexity | Low to medium (store type, services) | Medium (product lines, retailer type) | High (certifications, territories, product lines) |
| Territory management | Rarely needed | Sometimes needed | Almost always needed |
| Brand control | Full control over experience | Limited control over retail experience | Moderate control via dealer agreements |
| SEO value | Location pages for each store | Retailer pages, "where to buy" rankings | Dealer pages, service area rankings |
| Primary CTA | "Get Directions" | "Visit Retailer" or "Buy Now" | "Request Quote" or "Contact Dealer" |
| Analytics focus | Foot traffic, search patterns | Retailer performance, product demand by region | Lead generation, dealer coverage gaps |
| Integration needs | POS, inventory, Google Business Profile | Distributor feeds, retailer APIs | CRM, lead routing, territory management |
The biggest practical differences: who controls the data, how complex the filtering is, and whether you need lead capture.
When You Need a Store Locator
You need a store locator if your business operates physical locations where customers visit directly. Here are the clearest signals:
You Own or Operate Retail Locations
If you're a retail chain with 5 locations or 5,000, a store locator is how customers find the nearest one. This is the most straightforward use case. Retail brands of all sizes use store locators as a core part of their website.
You're a Franchise Business
Franchise businesses like fast food chains, fitness studios, and service providers need store locators to help customers find the nearest franchise location. Even though each franchise is independently owned, the brand controls the locator centrally. Our franchise guide covers the specific requirements.
You're a Restaurant or Food Service Chain
Multi-location restaurants, coffee shops, fast-casual chains, and food trucks all need store locators. Customers searching "pizza near me" or "coffee shop downtown" need to quickly find your nearest location, check if it's open, and get directions. See restaurant SEO for how this connects to local search.
You're a Service Business with Physical Locations
Banks, healthcare providers, salons, gyms, auto repair shops, and any service business with multiple locations needs a store locator. Customers are visiting your location to receive a service.
You're a DTC Brand with Your Own Stores
If you're a DTC brand that has opened physical retail locations, you need a store locator for those owned locations. You may also need a product locator if you sell through other retailers, which we'll cover later.
The Common Thread
In every case above, you are responsible for the customer experience at the location. You train the staff, set the hours, control the inventory, and design the space. The store locator is directing customers to an experience you fully control.
When You Need a Product Locator
You need a product locator if your customers buy your products at stores you don't own. This is the reality for most consumer product brands.
You're a CPG (Consumer Packaged Goods) Brand
If your products sit on shelves at grocery stores, pharmacies, and big-box retailers, customers need to know which stores near them carry your brand. A customer who discovers your product on Instagram needs to know where to actually buy it. Our CPG marketing guide explains why this is critical for conversion.
You're a Beverage Company
Beer, wine, spirits, kombucha, energy drinks, and any beverage brand selling through bars, restaurants, liquor stores, and grocery chains needs a product locator. Distribution in the beverage industry is notoriously fragmented. A craft beer might be available in 200 stores in one state and zero in the next. A product locator shows customers exactly where to find you.
You're a Beauty or Skincare Brand
Beauty brands that sell through Sephora, Ulta, department stores, salons, and independent beauty shops need product locators. Customers often want to try a product in person before buying, and they need to know which stores near them carry your specific product line. See our beauty brand guide.
You're a Supplement or Wellness Brand
Supplement brands selling through health food stores, vitamin shops, pharmacies, and grocery chains face the same challenge as CPG brands, with the added complexity that customers often need specific formulations. A product locator with filters for specific products helps them find the right one.
You're a Pet Product Brand
Pet brands selling through pet stores, veterinary offices, and farm supply stores need product locators. Pet owners are loyal to specific brands, and if they can't find yours locally, they want to know the nearest alternative.
You're a Fashion or Apparel Brand
If your clothing or accessories sell through department stores, boutiques, and multi-brand retailers, a product locator helps customers find stockists near them. Especially important for fashion brands with selective distribution.
You're an Audio or Electronics Brand
Audio brands, speaker companies, and electronics manufacturers selling through specialty shops and retailers use product locators to direct customers to authorized locations where they can demo products before buying.
The Common Thread
In every case above, you don't control where the customer buys. You control the product but not the retail experience. The product locator bridges the gap between your brand's marketing and the actual point of purchase.
When You Need a Dealer Locator
You need a dealer locator if you sell through authorized dealers, distributors, or certified partners who have formal agreements with your company.
You're a Manufacturer
Any company that manufactures products and sells them through a dealer or distributor network needs a dealer locator. This is the bread and butter of the manufacturing industry. Whether you make HVAC systems, power tools, agricultural equipment, or industrial machinery, your customers need to find the right dealer.
You're an Equipment Company
Heavy equipment, industrial equipment, medical devices, and commercial kitchen equipment all sell through specialized dealer networks. The dealer locator is often the primary lead generation tool because these are high-consideration purchases that require expert guidance.
You're in the Automotive Industry
Auto parts manufacturers, aftermarket accessory companies, and specialty vehicle manufacturers use dealer locators extensively. Automotive brands need to show not just where dealers are, but what they're certified to sell and service. The automotive SEO guide explains how this connects to search visibility.
You Sell Through Certified Installers
Products requiring professional installation (HVAC systems, solar panels, commercial flooring, security systems) need dealer locators that emphasize certification and service capability.
Your Dealers Have Territories
Many dealer networks assign exclusive territories. StoreRocket shows the dealers nearest to a search, with filters for things like certification or product line. Exclusive-territory rules belong in your dealer agreements or CRM.
The Common Thread
In every case above, the relationship is contractual and structured. Dealers invest significant money and training to carry your brand. The dealer locator respects those relationships by routing customers to the right partner.
When You Need Both
Some businesses genuinely need both a store locator and a product locator. This isn't unusual. It's actually a sign of a mature distribution strategy.
DTC Brands Expanding to Retail
You started selling online and through your own stores. Now your products are also available at third-party retailers. You need a store locator for your owned locations and a product locator for retail partners. DTC brands in this position are increasingly common. Our DTC marketing guide covers the strategy.
Brands with Flagship Stores and Wholesale Distribution
Nike is the textbook example. They operate Nike-branded stores (store locator) but also sell through Foot Locker, Nordstrom, and many other retailers (product locator). Customers need to find both.
Manufacturers with Company Stores and Dealer Networks
Some manufacturers operate their own retail or service locations alongside an independent dealer network. Customers need to find both, and to tell them apart.
Beverage Companies with Taprooms and Retail Distribution
A craft brewery might operate three taprooms (store locator) while distributing to 400 bars and liquor stores (product locator). See our brewery and winery marketing guide.
The Right Approach for "Both"
You don't necessarily need two separate tools. You need one tool that can distinguish between location types. A customer should be able to see all locations on one map and filter by "Our Stores" vs "Authorized Retailers." StoreRocket does this with filters, which we cover in the next section.
Whether you need a store locator, a product locator, or both, StoreRocket can show them on one map. Create your locator with a free trial, no credit card needed.
Can One Tool Do Both?
Yes. And in most cases, one tool that handles both is better than two separate tools.
The market confusion comes from naming. "Store locator" has become a generic term for any tool that plots locations on a map, whether those are your own stores, retail partners, or authorized dealers. Unless you need live stock by store, the underlying technology is the same. What makes a product locator different from a store locator is how you organize and present the data.
How StoreRocket Handles All Three
StoreRocket can show your own stores, retail partners and dealers on one map. Here's how:
Filters and categories let you create location types like "Our Stores," "Authorized Retailers," and "Premium Dealers." Customers filter the map by these categories to find what they need.
Custom fields let you add data points like "Certification Level," "Products Carried," or "Retailer Type" to any location, and they appear on the location card. To let a visitor narrow the map by one of them, add a matching filter and tag the locations with it: filters are their own object and they are what the search actually queries.
Lead capture (depends on the plan) collects the visitor's details in your dashboard when a search finds no location nearby, and your team gets an email for each new lead. Useful for dealer networks, where a buyer outside your current coverage still wants a quote.
Custom buttons add your own links to each location: "Visit Website" for retail partners, "Request a Quote" for dealers. Directions open in Google Maps.
Analytics (depends on the plan) show searches, a map of where people searched, searches that found nothing nearby, and clicks per location. Use them to spot coverage gaps and see which retailers get the most clicks. See pricing for what each plan includes.
One dashboard, one embed code. StoreRocket maintains the hosted locator and delivers updates through the embed already on your site.
How to Set Up a Product Locator with StoreRocket
If you're a brand that sells through third-party retailers, here's how to set up a product locator:
Step 1: Import Your Retailers
Upload your retailer list as a spreadsheet, keep it in a linked Google Sheet that syncs once a day or on demand (depends on the plan), or add locations manually. Our best dealer locator software guide compares how other tools handle large partner lists. The dashboard shows what will change before you publish an import. Follow the Google Sheets setup guide to create the linked spreadsheet. For each retailer, include:
- Retailer name
- Address (StoreRocket places each address on the map when you import)
- Phone number and website
- Which of your products they carry (a custom field or a filter you set)
- Retailer type (chain or independent)
- Any certifications or tier levels
Step 2: Create Product Filters
Set up filters so customers can narrow results. Common product locator filters include:
- Product line: "Show me stores that carry your protein powder" vs "Show me stores that carry your collagen peptides"
- Retailer type: "Big box" vs "Independent"
- Retailer tier: "Authorized" vs "Premium" vs "Flagship"
Step 3: Configure Your CTAs
For a product locator, the primary CTA is usually "Visit Retailer" linking to the retailer's website or product page, rather than "Get Directions." You might also add a "View Products" button that links to the retailer's page for your brand.
Step 4: Embed the Widget
Copy your embed code from the Install page and paste it on your "Where to Buy" page. Works with Shopify, WordPress, Squarespace, Wix, WooCommerce, BigCommerce, Magento, Webflow, and any other platform that supports HTML. See our full guide on how to add a store locator to your website.
Step 5: Track Performance
Monitor which retailers get the most clicks and where customers are searching from, on the plans that include analytics. Use this data to identify gaps in your distribution (lots of searches in an area with no retailers) and optimize your retail partnerships.
How to Set Up a Store Locator with StoreRocket
If you own and operate your locations, the process is similar but simpler:
- Import your locations from a spreadsheet or add them by hand. Include store name, address, hours, phone, services, and photos.
- Customize the design. Choose the locator style, set brand colors, and use your own marker image. See store locator examples for design ideas.
- Add service filters so customers can narrow by store type, services (drive-through, repairs), or features (parking, Wi-Fi).
- Embed and launch. Copy the embed code from the Install page onto your "Locations" page. Adding a store locator to your website walks through each platform.
- Optimize with analytics. On the plans that include analytics, track search patterns to spot demand in areas without a store. Read our store locator ROI guide for benchmarks.
Impact on SEO
Individual location pages are what rank for local searches, and they are a separate project from the embedded locator. An embedded locator helps visitors who already reached your site. It does not create one page per location, so plan location pages as their own work.
Location Pages Drive Local Rankings
Pages you build for each location can rank for local searches like "Nike store in Miami," "where to buy Hydro Flask in Portland," or "authorized Carrier dealer near Denver."
For store locators, these pages target searches like:
- "[Brand] store [city]"
- "[Brand] near me"
- "[Brand] locations [state]"
For product locators, these pages target:
- "Where to buy [product] in [city]"
- "[Product] near me"
- "[Product] retailers [city]"
For dealer locators, these pages target:
- "[Brand] dealer [city]"
- "Authorized [brand] installer near me"
- "[Product] service center [state]"
Our location pages SEO guide covers best practices for making these pages rank, and our multi-location SEO guide explains the strategy for businesses with many locations.
"Near Me" Search Optimization
"Near me" searches are a common way people look for a store or retailer. Our "near me" SEO guide explains how to optimize for these queries.
Schema Markup and Rich Results
Structured data on your location pages can help search engines read each address and its hours.
The SEO Advantage of Having Both
If you list both owned stores and retail partners on location pages, each page can target a different local query. Keep the pages for retail partners useful on their own, with real local content.
For more on local search strategy, see our guides on local SEO for small business, local SEO ranking factors, and the local SEO checklist.
Frequently Asked Questions
What does a store locator cost to run for a product brand?
It depends on the plan, which is sized by the number of locations: see StoreRocket pricing. The free trial needs no credit card and includes a map. After you subscribe, you connect your own Google Maps or Mapbox key and pay that provider directly for map usage.
Do I need both a product locator and a store locator?
Only if you have both owned locations and third-party retail partners. If you only sell through your own stores, a store locator is all you need. If you only sell through other retailers, a product locator is enough. If you do both, a single tool like StoreRocket can show all your location types, with filters to let customers tell them apart.
Is a dealer locator the same as a product locator?
A dealer locator is a specialized type of product locator. The core functionality is the same, but dealer locators typically add certification tiers, lead capture and more complex filtering, and some add territory management. If your dealers have formal agreements and certifications, plan for filters and custom fields that show them.
How many locations can a product locator handle?
Plans are sized by the number of locations; see current plans.
How do I keep my retailer data up to date?
This is one of the biggest product locator challenges. On the plans that include them, Google Sheets sync keeps your retailer list in a spreadsheet that syncs to the locator, on demand or once a day, and the REST API lets your own software update locations.
Can customers filter by specific products?
Yes, using filters you set. You tag each retailer with the product lines it carries, so customers can narrow the list to retailers that carry a specific line. A supplement brand might let customers filter by "Protein Powder," "Collagen," or "Probiotics." The filters show what you recorded for each retailer, not live stock.
Does a product locator work for e-commerce brands too?
Yes. Even primarily online brands benefit from showing customers where to buy in person. Many customers prefer to try a product before buying, and a product locator shows them where they can.
How do I measure the ROI of a product locator?
On the plans that include analytics, track searches (demand), clicks per location (referrals), and leads. Compare the tool's running cost against the profit on sales from directed customers, not their revenue. Our store locator ROI guide gives the formula.
What's the difference between a product locator and a "where to buy" page?
They're the same thing. A "where to buy" page is the webpage on your site, and the product locator is the interactive tool embedded on that page. The terms are used interchangeably. Our where to buy page guide covers everything about designing and optimizing this page.
Can I use Google Maps alone as a product locator?
A basic embedded Google Map with custom pins comes without address search, filters, analytics or lead capture. For anything beyond a handful of locations, you need a dedicated tool. See our guide to using the Google Maps API for free and our guide on putting multiple locations on Google Maps.
How is a product locator different from a store finder?
"Store finder" and "store locator" mean the same thing and refer to finding a brand's own locations. "Product locator" specifically means finding third-party retailers that carry your products. The distinction is about who owns the locations, not the technology.
The Bottom Line
The choice between a product locator and a store locator comes down to one question: who owns the locations your customers visit?
- You own them → Store locator
- Someone else owns them → Product locator
- Authorized partners → Dealer locator
- A mix → One tool that handles all types
You don't need three separate tools. A locator like StoreRocket can show all three from a single dashboard and embed code. Live stock by store is the exception: that needs a product-availability tool.
Whatever your business model, the goal is the same: make it easy for customers to find where to buy.
Ready to build your product locator, store locator, or dealer locator? Create your locator with a free trial. No credit card required.
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