As part of an Internet Retailer analysis of the website personalization of 125 leading online merchants, we looked to see whether e-commerce sites gave any indication of detecting the location of the shopper. Just under half of merchants studied showed some awareness of where the visitor was geographically located, but only about one in five narrowed it down to the more granular city or zip code level.

Here’s a look at how this group—including some digitally native retailers—fared on the geolocation front with some samples on how this tool was integrated on their sites.

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