A geocoder allows a user to convert an address in text form into geographic coordinates (like latitude and longitude). A geocoder can be optionally associated with a market. By connecting a geocoder to a market, all the shipping and billing addresses belonging to that market orders will be geocoded. The geocoded coordinates can serve many purposes: placing markers or positions on the map, validating the accuracy and reliability of an address, performing target marketing, location-based promotions, and other ecommerce operations.