스토어 로케이터 벤치마크: 매장은 몇 개 지점을 공개할까

2026년 운영 표본에서 로케이터 사용 매장의 중앙값은 4개 지점입니다. 전체 표본은 4,981개 매장과 1,219,473개 공개 지점을 포함했으며, 지점 1개인 매장이 2,282개, 45.8%로 가장 컸습니다.

That means a store locator is not only an enterprise feature. It is also a common way for small retailers, dealer networks, franchise brands, and wholesale brands to answer one practical customer question: where can I buy or pick up nearby?

What We Counted

We counted stores using one locator system and included only stores with at least one listed location. The benchmark is about public locator data, not the number of internal inventory locations a merchant has inside Shopify.

That distinction matters. Shopify describes a location as a physical place where a merchant sells, fulfills, or stocks inventory.

The GraphQL Admin API Location object also treats locations as fulfillment and inventory records. A customer-facing locator can overlap with that data, but it is not the same database.

For a separate view of which locator apps appeared in a Shopify scan, see our 2026 store locator app data. This article answers a different question: after a store has a locator, how many places does it actually list?

Results

The distribution was uneven, which is why the median is more useful than the average.

• 1 location: 2,282 stores, or 45.8%.
• 2 to 9 locations: 473 stores, or 9.5%.
• 10 to 99 locations: 1,187 stores, or 23.8%.
• 100 or more locations: 1,039 stores, or 20.9%.
• 1,000 or more locations: 221 stores, or 4.4%.

Locator usage was not only theoretical. In the last 30 days, we counted 948,712 customer location searches, and 2,085 stores, or 41.9%, had locator traffic.

Product-level store finding was rare in this sample. Only 17 stores, or 0.3%, had a product locator, where the shopper can search availability for a specific item instead of only finding the nearest address.

Country Mix

The largest store-profile countries were the United States with 1,482 stores, Canada with 405, the United Kingdom with 347, France with 337, Australia with 251, and Germany with 236.

Those shares are of the wider database of 5,887 stores: 25.2%, 6.9%, 5.9%, 5.7%, 4.3%, and 4%. Country comes from the store profile, and some profiles do not provide it, so this is a profile-country view, not a customer-country view.

What This Means for Merchants

Use the benchmark as an audit prompt, not a target to copy.

1. If you list 1 location, ask whether a full locator is needed or whether a clean contact page and map answer the customer faster.
2. If you list 2 to 9 locations, test mobile search, distance sorting, opening hours, and directions before adding complex filters.
3. If you list 10 to 99 locations, make CSV import, bulk editing, duplicate cleanup, and bad-address reporting part of vendor selection.
4. If you list 100 or more locations, assign ownership for hours, closures, tags, and regional changes before the locator becomes stale.
5. If shoppers ask for product availability by store, do not assume a basic locator covers it. In our sample, product locator behavior appeared in only 17 stores.
6. If you are adding a locator outside Shopify, the same data hygiene applies. Our Squarespace store locator workflow uses the same practical test: import real addresses, search from a phone, and verify pins before launch.

How We Measured This

Source: the production Progus Store Locator database on 2026-10-05. The wider database held 5,887 stores: 4,983 Shopify stores, 766 Wix stores, and 138 WordPress stores.

The locator-location benchmark used the 4,981 stores with at least one listed location and counted 1,219,473 locations in total. Customer searches came from locator queries in the last 30 days and excluded bot-like events by requiring geolocation.

This is not the whole ecommerce market. It is a dataset from stores using one app. A few very large networks also list tens of thousands of places, so the median describes a normal store better than the average.

Final Thoughts

The useful benchmark is not the largest network. It is the median of 4 locations and the fact that nearly half of stores listed 1 location. Start with the smallest locator that answers the customer's real question.

For larger lists, the risk changes from design to operations. The locator succeeds when address updates, hours, categories, and search behavior stay accurate after launch.