A sourced comparison
Handled Locator vs Storemapper.
Storemapper is a long-established hosted locator with a wide list of ecommerce platform integrations, sold self-serve at published prices with an unlimited-locations tier at the top.
Storemapper publishes more of its pricing than most, which makes this an unusually checkable comparison. The clearest differences are the price of the entry tier, whether the top plan is capped, and one thing worth knowing before you buy: its own two pages disagree about how many users you get.
Handled wrote this page, and Handled is one of the two products on it. Treat it as a vendor comparison, not a review. Every figure in the other column is what that vendor published on its own site on the date below, and a vendor can change its pricing and features the day after we read them.
Storemapper pages read on September 7, 2026. Check the current version before you buy either product.
Side by side, with nothing in the Storemapper column we did not read on their site.
| Decision point | Handled Locator | Storemapper |
|---|---|---|
| Starting price | From $19 a month, published. A 7-day trial with no card, and no free plan after it. | Micro $24.99, Pro $49.99, Premium $69.99 and Corporate $199.99 a month, published on its pricing page. Free for 7 days, no credit card required. |
| Locations included | 200 on Starter, 2,000 on Pro, 10,000 on Business. Above that is a scoped agreement, not a self-serve plan. | 100 on Micro, 1,000 on Pro, 10,000 on Premium, and unlimited on Corporate. The uncapped top tier is a real advantage over our ceiling if you need it. |
| Seats and permissions | 2 seats on Starter, 5 on Pro, 20 on Business, with owner, admin and editor roles enforced on every write. | Its two pages do not agree. Pricing lists up to 5 users on Premium and up to 10 on Corporate and states no number for Micro or Pro, while the features page says to add as many users as you like and decide what permissions they should have. Get this in writing for the plan you are buying. |
| Who bills you for the map | You create your own Mapbox or Google Maps key. That provider meters and bills your map traffic directly, and Handled adds no margin to it. It is one extra setup step and it is the reason our sticker price is not the whole cost story either. | It supports both providers, saying that whether you prefer the convenience of Google Maps or the versatility of Mapbox, they have you covered. Neither the pricing page nor the features page states whether map usage is included in the subscription or billed to a key of yours, which is the single question to settle before comparing monthly figures. |
| Getting your locations in | CSV import with column detection, geocoding and de-duplication, plus a Google Sheets sync that previews creates, updates, conflicts and missing rows before the first apply. Export back to CSV at any time. | A bulk uploader from a spreadsheet, CSV uploads, Google Drive sync, Google Business Profile import, and automatic geocoding and de-duplication. |
| Categories and custom fields | Categories, tags and your own custom fields, with filters that match any or all selections, show counts, and can sit inline or in a dropdown. An open-now filter reads each location's real opening hours. | An unlimited number of categories per location with user-facing filtering, custom fields for anything else, distance-based filtering, and Google autocomplete search suggestions. |
| What a location can be | A location can be a street address, a service area with a coverage radius drawn on the map, or an online stockist shown in its own tab and as the fallback when nothing is nearby. Featured locations can be promoted above the rest within a radius you set. | The feature pages describe stores and their details, plus business hours and reviews sourced from Google. Service areas with a coverage radius and online-only stockists are not described, so ask if you need either. |
| Design control | 85+ settings covering search, results, filters, hours, maps, markers, layout, links and formatting, every visible string editable, and your own CSS when the settings run out. The widget renders in a shadow root so it cannot collide with your stylesheet. | Custom CSS, layouts, logos and images, with free customization stated as included in every plan and a set of presets to start from. |
| Platform coverage | Shopify, WordPress with an official plugin, Squarespace, Webflow, Wix, and any page you can paste HTML into. One script tag, no build step, and settings changes go live without touching the snippet. | A longer published list, including Shopify, WordPress, Squarespace, BigCommerce, Wix, WooCommerce, Magento, Volusion, Drupal, Joomla, Weebly and any HTML site via embed code. |
| API | A REST Location API to create, read, update and archive locations, a Query API for building your own front end, and account-scoped keys that can be issued read-only. Keys are a Pro and Business capability, not a Starter one. Also documented browser events for analytics. | Not described on the pages we read. Ask Storemapper directly if you need programmatic access. |
| Locators per account | One. An account styles and serves a single locator, because the embed snippet carries an account id and no configuration id. If you need two different locators on one site, this is the wrong product today. | Not stated on the pricing or features pages we read. If you need a second locator showing a filtered subset of the same list, ask before you buy, because we cannot do it at all. |
Sources: Storemapper pricing, Storemapper features, Storemapper homepage. Figures are as published on Storemapper’s own site and may change without notice. Handled figures come from the same constants our checkout charges against.
What we left out, and why.
A missing row is the honest outcome when a vendor has not published something. Filling it in from memory is how comparison pages become fiction, so these are named instead.
- Location landing pages. Storemapper's design copy mentions flexible location pages, but we could not establish from its site whether that means indexable pages of their own or a detail view inside the widget, so it is not a row. Handled does not generate pages either way.
- Analytics depth. Storemapper advertises locator analytics and heatmaps; we did not find a published description detailed enough to compare against ours honestly.
- Annual pricing for Storemapper, which its pricing page did not show us.
What Handled does not do.
The same list we publish on our own features page, unedited. If one of these decides your purchase, we would rather you found it here than three weeks into a trial.
A page per location
The locator is embedded in your site rather than generating indexable pages of its own.
Managed CRM or ERP synchronization
Handled does not currently maintain a live CRM or ERP connection, emit webhooks, or run automatic bidirectional synchronization. Use the REST and Query APIs from a scheduled job in your own system when you need one.
Scheduled banners and promotions
No rules engine for showing a message in a region during a date range.
More than one locator per account
One account styles and serves one locator. There is no per-page variant showing a filtered subset of your locations, because the embed snippet carries no configuration id.
Translated location details
The locator's own controls can be held in several languages and matched to each visitor. Your location data cannot: a store's name, description and custom fields are stored once and read the same to everyone. Platforms that do translate the data give each language its own copy of every location and its own locator, which is the gap above as much as this one.
County, state and drawn territory areas
A territory is a list of postcodes, which is how most dealer agreements are written anyway, and a service area is a radius the map draws. A county or a state cannot be picked by name in the dashboard: the rule can be stored and the engine resolves it, but there is no region picker to author one and no boundary data is loaded outside the United States, so a rule naming a British county or a Canadian region covers nothing. There is no drawing a shape on a map at all.
Leads delivered into your own systems
The locator can take an enquiry and route it to the dealer whose territory covers the address, email them, and list it under Leads. What it will not do is put that lead anywhere else: there is no webhook when one arrives, no CRM or ERP push, and no dealer login. A dealer works from the email and its one-enquiry status link, and your team works from the dashboard. There is no leads endpoint on the API either, so if the record has to live in the system your sales team already uses, this does not put it there.
Best for us
Choose Handled when
- Your entry tier matters. Handled Starter is published below Storemapper Micro and holds twice the locations.
- You need map billing to be unambiguous, in your own provider account, with no markup.
- Some of your locations are service areas or online stockists rather than addresses.
- You want a documented REST and Query API with scoped keys.
Best for them
Choose Storemapper when
- You genuinely need more than 10,000 locations self-serve. Corporate is uncapped and our ceiling is a hard one.
- You are on a platform we do not have a guide for, such as Volusion, Magento or OpenCart, and want a vendor that lists it.
- You want Google Business Profile import or Google reviews and hours pulled in automatically, which we do not do.
- You are already on Storemapper and it works. That is a better reason to stay than any row above is to move.
Try both against the same brief.
Load the same locations, filters, fields and brand direction into each product. The one your team can keep useful six months after launch is the right answer, and no table settles that.