A "Where to Buy" page shows customers which retailers, dealers or distributors sell your products. For brands that sell through partners, a store locator on your own website is the usual way to build it: search by address, filters for product lines and a map. We make StoreRocket, so weigh our view with that in mind.
This guide covers what to include, how to tier retailers and how to set one up.
The short answer
- Include: address search, retailer names and addresses, phone and website links, and filters for the products or services each retailer offers.
- Products: in StoreRocket, products are filters or custom fields on each retailer, kept current by your team from your own retailer list.
- Tiers: label authorized or preferred retailers with filters or their own marker, or with location types (depending on the plan).
- Link it from your main navigation and from every product page.
- Keep the data current: audit the retailer list on a schedule.
A free map or a simple list is enough when
- You sell through a handful of retailers and the list rarely changes.
- Customers only need to see where the stockists are.
- You do not need filters by product or any search by address.
Use StoreRocket when
- You have many retailers or dealers and customers need the nearest ones to their address.
- Your team keeps the list in a spreadsheet and nobody on it is a developer.
- Customers should filter by product line, retailer type or service.
- You want to see what shoppers search for and which retailers they open, depending on the plan.
Only a few retailers and no budget? You may not need a store locator at all. A free embedded map with a pin for each retailer 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.
What is a "Where to Buy" Page?
A "Where to Buy" page (also called a store locator, dealer locator, or retailer finder) helps customers find:
- Stores that carry your products
- Authorized dealers or distributors
- Service centers for repairs
- Online retailers (optional)
For brands that don't sell direct to consumers, this page is how customers find where to complete their purchase.
Related: What is a store locator? | Best dealer locator software | Distribution strategy guide | Store locator examples | Store locator ROI | Product locator vs store locator | Best product locator software | Store locator for golf brands | Store locator for mattress brands | Store locator for watch brands
Why "Where to Buy" Pages Matter
The Purchase Intent Problem
Customers on your brand website have researched your products and want to buy, but cannot buy from you directly. A "Where to Buy" page gives them the next step. Research firms publish figures on how often nearby searches lead to visits: see Think with Google and BrightLocal for current numbers, and treat any figure as a general trend rather than your own result.
The Alternative is Worse
Without your own "Where to Buy" page, customers search for your brand + "where to buy". They may find generic results or unauthorized sellers. Your own page keeps the journey on your site and lists the partners you choose.
Types of "Where to Buy" Pages
Pure Retail Locator
Shows brick-and-mortar stores:
- Retail stores
- Department stores
- Specialty shops
- Independent retailers
Best for: Consumer goods, apparel, accessories
Dealer/Distributor Locator
Shows business partners:
- Authorized dealers
- Distributors
- Resellers
- Value-added resellers
Best for: B2B products, professional equipment, automotive
Hybrid (Retail + Online)
Shows both options:
- Physical retailers
- E-commerce partners
- Your own online store
- Marketplace links (Amazon, etc.)
Best for: Brands with omnichannel distribution
Service Locator
Shows service providers:
- Authorized service centers
- Repair facilities
- Installation partners
- Certified technicians
Best for: Products requiring service/installation
Essential "Where to Buy" Features
Search Functionality
Location-based search:
- GPS "near me"
- Zip code search
- City/state search
- Country selector (if international)
Product-based search:
- Find retailers by product line or category (as filters; custom fields add other details)
- Filters for the models or ranges a retailer carries
Retailer Information
Basic details:
- Retailer name
- Full address
- Phone number
- Distance from search
Enhanced details:
- Products carried
- Retailer tier (authorized, preferred, etc.)
- Special certifications
- Link to retailer website
Differentiation
Not all retailers are equal. Show:
- Preferred/premium partners
- Product expertise levels
- Service capabilities
- Stock status, if you keep it current in your own data
Best Practices for "Where to Buy" Pages
Make It Findable
- Add "Where to Buy" to main navigation
- Link from every product page
- Include in footer
- Feature on homepage
- Link from email communications
Make It Fast
- A page that loads quickly
- Search results that appear as soon as the visitor searches
- "Use my location" as an option
- No unnecessary steps
Make It Mobile
- Many visitors will search on a phone
- A "use my location" option
- Phone numbers that are easy to tap
- A directions link
Show Relevant Information
Don't just show a map, show:
- Which products are available
- Retailer specialties
- Distance clearly stated
- Hours if available
Protect Your Brand
- Show only authorized retailers
- Differentiate partner tiers
- Handle discontinued retailers
- Verify data regularly
Retailer Tier Strategies
Why Tier Retailers?
Not all retailers deserve equal prominence:
- Some have deeper inventory
- Some have better customer experience
- Some have exclusive products
- Some are better brand partners
Tiering Approaches
Visual differentiation:
- Premium badge or icon
- Different map marker colors
- Featured placement in results
- "Recommended" labels
Functional differentiation:
- Premium retailers shown first (location types and priority, plan-dependent)
- Special filtering for premium
- Enhanced information display
Example Tier Structure
| Tier | Criteria | Display |
|---|---|---|
| Platinum | Full line, trained staff, premium displays | Featured, special icon |
| Gold | Core products, good inventory | Prominent |
| Silver | Limited selection | Standard |
| Service Only | Repairs/service only | Separate filter |
Lead Capture for "Where to Buy"
Why Capture Leads?
When customers search "Where to Buy":
- They're ready to purchase
- They're high-intent prospects
- They're valuable to your retailers
- They're valuable to your brand
What to Capture
For retailers:
- Customer contact info
- Product interest
- Location preference
- Purchase timeline
For your brand:
- Market demand data
- Customer preferences
- Geographic interest
- Product interest patterns
What StoreRocket's lead form does
With StoreRocket (depending on the plan), a lead form appears when a search finds no location nearby. The visitor's details land in your dashboard and your team gets an email for each new lead. The form does not send an enquiry to a retailer, so route follow-up to your retailers yourself.
E-Commerce Integration
When to Include Online Options
Include online retailers if:
- Products are available online
- Online fits your distribution strategy
- Customers expect online option
- It doesn't undercut retail partners
How to Balance Online and Retail
Options:
- Show retail first, online as "Also available online"
- Let customers choose preference
- Show closest/fastest option
- Exclude online (retail-only strategy)
Online Retailer Display
For e-commerce partners:
- Retailer name and logo
- "Shop Online" CTA
- Direct link to product page
- In-stock indicator if available
International "Where to Buy"
Multi-Country Considerations
- Country selector (or auto-detect)
- Language preferences
- Currency display
- Regional distribution differences
Implementation Approaches
Single global locator:
- All countries in one interface
- Country filter
- Unified management
Regional locators:
- Separate locators by region
- Region-specific URLs
- Different feature sets
Measuring "Where to Buy" Performance
Key Metrics
Engagement:
- Total searches
- Searches that found nothing nearby
- Retailer clicks
- Lead form submissions
Business value:
- Leads generated
- Retailer feedback
- Market demand insights
Analytics to Enable
- Search term tracking
- Geographic demand mapping
- Which retailers visitors open
Building Your "Where to Buy" Page
With StoreRocket
StoreRocket makes "Where to Buy" easy:
Retailer management:
- Import retailers from a spreadsheet
- Google Sheets sync for updates (plan-dependent)
- Custom fields for products, tiers
- Show or hide a retailer with one switch
Product filters:
- Filters and custom fields for the products each retailer carries
- Location types that label each retailer's tier (plan-dependent)
Lead capture (plan-dependent):
- A lead form appears when a search finds no retailer nearby
- Your team gets an email for each new lead
Analytics (depends on the plan):
- What shoppers search for
- A map of where people searched
- Searches that found no retailer nearby
- Clicks per retailer
Design:
- Choose the style, brand colour and font, and every word it shows
- A layout that adapts from a desktop map to a phone
Implementation Checklist
Data Preparation
- Complete retailer list with addresses
- Products/categories by retailer
- Tier assignments
- Contact information
- Links to retailer websites
Configuration
- Filters match product/category structure
- Tier differentiation configured
- Lead form enabled, if your plan includes it
- Locator design matches brand guidelines
- Mobile tested
Launch
- Page linked in navigation
- Linked from product pages
- Search functionality verified
- All retailers displaying correctly
- Lead form tested
Ongoing
- Regular retailer data audits
- New retailer onboarding
- Terminated retailer removal
- Monthly analytics review
Common Mistakes
❌ Burying "Where to Buy"
If customers can't find it, they'll leave. Make it prominent.
❌ Showing Unauthorized Retailers
Damages brand and creates customer service issues.
❌ Outdated Retailer Data
Wrong information destroys trust.
❌ No Product Filtering
If retailers carry different products, let customers filter.
❌ Ignoring Lead Capture
High-intent visitors should be captured and nurtured.
❌ Desktop-Only Design
Many visitors will search on a phone. Optimize accordingly.
For ideas on layout and features, see our store locator examples.
SEO Benefits of "Where to Buy" Pages
A well-built "Where to Buy" page isn't just a utility, it's an SEO asset.
Keyword Targeting
Your "Where to Buy" page can rank for:
- "[Brand name] where to buy"
- "[Brand name] near me"
- "[Product] stores near me"
- "[Brand name] retailers"
- "[Brand name] dealers"
These searches usually come from people close to buying.
Location Pages for SEO
If you have enough retail locations, individual location pages for each city can create additional ranking opportunities, but only when each page has useful content of its own (which retailers, which products, local details). Near-identical city pages are what Google calls doorway pages. Done well, they support your local SEO.
Schema Markup
Mark up your brand with Organization schema. LocalBusiness or Store schema markup describes one location on a page about that location, so use it on pages for stores you own or operate; a retailer's store is the retailer's to mark up on its own site. See Google's local business structured data guidelines. StoreRocket provides the locator; location pages and their markup are pages you create on your own site.
StoreRocket gives brands that sell through retailers a store locator for their own website: import your retailers from a spreadsheet, match it to your brand and paste one embed code. Create your locator with a free trial, no credit card needed.
Frequently Asked Questions
What is a "Where to Buy" page?
A "Where to Buy" page is a section on a brand's website that helps customers find physical or online retailers that sell the brand's products. It typically includes an interactive map with search functionality, so customers can enter their location and find the nearest authorized retailers carrying specific products.
How do I create a "Where to Buy" page?
You have three options: build a custom solution with developers, use a free Google Maps embed (simple, with no search or analytics), or use a store locator platform like StoreRocket that provides an embeddable locator with retailer management, search filters, a lead form and analytics (some depend on the plan). Our guide to building a store locator with AI covers what a custom build needs.
What should a "Where to Buy" page include?
At minimum: a location search, retailer names and addresses, phone numbers, and directions. Better pages also include product filtering (which retailers carry which products), retailer tier labels (authorized, preferred), hours of operation, links to retailer websites, and a way for visitors to leave their details when nothing is nearby.
How do "Where to Buy" pages drive sales?
They give customers a next step when they decide to buy. A customer who has researched your product needs to know where to buy it, and your page lists the retailers you choose.
Should I include online retailers on my "Where to Buy" page?
It depends on your distribution strategy. If you sell through both physical and online retailers, including both gives customers maximum flexibility. You could show physical retailers first with online as a secondary option. If including Amazon or other marketplaces would undercut your retail partners, consider omitting them or showing them only when no physical retailers are nearby.
How do I keep retailer data up to date?
Keep the list in a spreadsheet. A platform that supports Google Sheets sync or CSV import lets your team update the spreadsheet instead of editing code (our guide to what a store locator is covers the basics). With StoreRocket, a Google Sheet syncs on demand or once a day (depending on the plan), and an import shows what will change before you publish it. Set a monthly audit cadence to check for closed stores, new locations, and changed contact information.
Questions about "Where to Buy" pages? Contact us.