Google My Maps vs a store locator: where a free map stops working
Google My Maps is a free way to pin your locations on a map and embed it. It isn't built for customers searching for their nearest store. Here's what it does, where it stops, and what a store locator adds.
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Sources: Import map features and Layers, Google My Maps Help.
What Google My Maps does well
Google My Maps lets you create a custom map, add pins by hand or by importing a CSV, XLSX, KML or Google Sheet, style the markers by layer or by column, and embed the map on your site. It's free and familiar, and for a handful of locations it can be enough.
Its limits show when customers need to find their nearest store. A map can have up to 10 layers, Google advises keeping imports under 2,000 rows, and the map must be public to embed. Google's help doesn't describe any visitor search by address or radius, or a nearest-locations list. Updating means reimporting your file, and there are no analytics.
Google also offers a Store Locator builder in Google Maps Platform. The builder is free, but it generates code you host yourself and runs on paid APIs (Dynamic Maps is $7 per 1,000 loads after the first 10,000 each month), so you need a Google Cloud billing account and developer time.
A store locator gives visitors address search with autocomplete, results sorted by distance, filters, opening hours and directions, and gives you bulk updates, analytics and a locator that matches your site.
Store Locator Widgets vs Google My Maps
Based on Google's My Maps and Maps Platform documentation.
| Feature | Store Locator Widgets | Google My Maps | Maps Platform builder |
|---|---|---|---|
| Cost | $19 to $299 a month, map usage included | Free | Free builder; pay per API request |
| Setup | Import a spreadsheet and style it in the editor | Create a map and import a file | Generate code, host and maintain it yourself |
| Visitor search | Address search with autocomplete, sorted by distance | Not described in Google's help | Address autocomplete, sorted by distance or travel time |
| Location limits | Up to 100,000 locations on self-serve plans | 10 layers; imports of up to 2,000 rows advised | Depends on your build |
| Filters | Checkbox, dropdown and image filters | Layer on/off only | Depends on your build |
| Keeping data up to date | Bulk import, export and reimport; Google Sheets and Airtable sync | Manual reimport | Business Profile import, or your own code |
| Analytics | Search analytics from Premium; click tracking from Professional | None | Engagement dashboard |
| Support | 24x7 live chat on every plan | Help centre | Developer documentation |
No credit card required · Set up in under 5 minutes
What a store locator adds
Address and postcode search with autocomplete, results sorted by distance, and directions in a click.
Let visitors filter by product, brand or service instead of toggling map layers.
Edit locations in the admin, bulk update by spreadsheet, or sync with Google Sheets.
Search analytics and click tracking show where demand is.
Switch from Google My Maps without the headache
We move your locations, custom fields, filters and settings across for you, with no downtime, no data loss and no charge.
Fourteen days, fully featured, no credit card needed.
Mention it in chat or onboarding and we will take it from there.
Locations, custom fields, filters and settings moved across and checked with you before you go live.
Google My Maps vs a store locator
For a small number of locations, yes, as a map people can browse. It doesn't give visitors a search for their nearest store, filters or analytics, which is what a store locator is for.
The builder is free, but the code it creates runs on Google Maps Platform APIs that are billed per request after the monthly free allowance, and you have to host and maintain it.
Yes. Export your map or the sheet behind it and we will import and geocode the locations for you.
No. ExpressMaps is included on every plan. You can switch to Google Maps with your own key whenever you like.
Competitor details were checked against each vendor’s own website and public review listings in November 2026. Features and pricing change, so check the current details on each vendor’s site before you decide.
Turn your map into a store locator
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