Whether a customer is searching for a nearby coffee shop, browsing retail options, or looking for a service provider in their area, many of today’s shopping journeys begin online. A 2026 survey by BrightLocal found that nearly all consumers — 97% — read online reviews for local businesses before making any purchasing decisions.
Improving your discoverability helps bridge the gap between customer intent and purchase. Tools like digital maps, online review platforms, and Merchant directories can help your business reach customers who are already looking for places to shop. Here’s how to make your business easier to find — and easier to choose.
How the American Express Shop Small® Map improves your small business visibility
When a customer starts their buying journey online, visibility becomes especially important, particularly in competitive local markets. If your business doesn’t appear where customers are searching, you may miss out on opportunities to connect with people who are ready to make a purchase. Digital discovery tools, like those available through American Express, can help connect customers with businesses that match their interests.
For example, the American Express Shop Small Map helps customers discover nearby businesses that accept American Express. For business owners, it’s a way to show up where customers are already browsing and exploring local options. This tool allows customers to explore small businesses in their area, making it easier for them to discover new local places to shop, dine, and support.
For small business owners, being included in a discovery platform like this can help expand reach beyond existing customers. Merchants can also add their social media handles to their listing, giving customers another way to explore and engage with their business before visiting.
American Express helps drive discovery by promoting eligible businesses on the Shop Small Map across multiple Card Member touchpoints, including email, online accounts, and other digital channels. In 2025, American Express recommended over 6 million businesses to 19.5 million Card Members through its Shop Small Map, driving $14 million in new spend at local businesses.* These recommendations can introduce your business to new customers, which helps build awareness and drive additional traffic.
Consider adding or updating your business listing on the Amex Shop Small Map to improve your visibility.
Other practical ways to improve your small business discoverability
While discovery platforms can expand your reach, they work best when combined with a strong overall presence. Here are a few more strategies to help make your business more discoverable, both online and in person.
Build out your social media presence
A strong social media presence and marketing strategy can help potential customers discover your business and stay engaged. Platforms like Instagram, Facebook, and TikTok allow you to showcase your products or services, share updates, and engage directly with your audience. Over time, consistent posting and interaction can help increase awareness and keep your business top of mind.
If you’re not sure where to start, creating a simple content plan can help. Focus on sharing a mix of product highlights, behind-the-scenes content, and customer stories. For example, posting a few times per week and responding to comments can help improve visibility on many platforms.
You can also take advantage of free marketing assets, such as those available through American Express Shop Small® Resource Hub, including ready-to-use social media graphics and messaging ideas to make it easier to promote your business online. Linking your social profiles to your Shop Small Map listing can also make it easier for customers to discover and engage with your business across channels.
Maintain an accurate, search-friendly online presence
Keeping your business information accurate and consistent across the internet is an important step you can take to improve discoverability. This includes your website, Google Business Profile, map listings, and online directories.
Search engines rely on this information to determine when and where to show your business in search results. Keeping your name, address, phone number, hours, and website up to date makes it easier for customers to find your business.
Local search engine optimization (SEO) and AI search optimization (GEO, or generative engine optimization) can also help improve your visibility. Simple steps like including location-specific keywords on your website or keeping your listings updated can increase your chances of appearing in local search results when customers are actively looking for businesses like yours.
Encourage customer reviews
Customer reviews can influence both your visibility and your credibility. Many search engines, LLMs, and platforms factor in recent, positive reviews when ranking businesses, which can influence how prominently your business appears in search results.
Encouraging satisfied customers to leave a review can be as simple as asking after a positive interaction or sending a follow-up email with a review link. Over time, a steady stream of authentic feedback can help build trust with potential customers and improve your chances of being discovered.
Participate in programs that highlight local businesses
Programs and organizations that promote small businesses can also help increase visibility. Local chambers of commerce, business associations, and community initiatives often provide opportunities for exposure through directories, events, and promotional campaigns. Joining these types of organizations can help strengthen your reputation while also making it easier for customers to find your business.
Similarly, programs like Shop Small by American Express are designed to spotlight local businesses and connect them with customers who are actively looking to support small, independent Merchants.
Focus on visibility to get your small business discovered
Tools that improve visibility can help connect small businesses with customers who are ready to shop. By prioritizing online discoverability through your social media presence, online reviews, and participation in programs like the American Express Shop Small Map, you can reach new audiences and strengthen your presence in the community. Sign your business up to start reaching customers who are actively looking to support small businesses.
*Source: 2025 Internal Amex Recommendations Data. New Spend is defined as American Express® Card Members with no activity at an SE 90 days prior to the recommendation but spend within 30 days after the Card Member sees the recommendation.