Your potential customer catchment area may be further away from your locality than you are currently reaching. Most shops & businesses make sure they have their Google ‘My Business’ listing verified, which gets your business added to the ‘Local Pack’.
Your ‘My Business’ listing is shown to people who search for your business name, regardless of their location. Your business is added to the ‘Local Pack’ which is shown to people who search for your business type, only when they are located within what Google considers your local area. Outside of your local area, people will be shown a different ‘Local Pack’ which highlights businesses in their location.
So, is this enough to catch all of the people who might be your potential customers? Definitely not.