An interactive map to guide people away from main high streets and towards small businesses is being launched today.
Shoppers can download information about some of the best streets for independent shops, as well as hidden gems off the beaten track, on their phone or tablet.
Portobello Market and Golborne Road in Notting Hill are covered, along with Kensington High Street, King's Road, Knightsbridge, South Kensington and Brompton Cross.
As well as pointing out landmarks such as Kensington Palace, Harrods and Harvey Nichols, the maps also alert customers to delis, boutiques and specialist shops.
GPS technology points out exactly where the user is in relation to a shop. The website provides links and information about each outlet.
The initiative by Kensington and Chelsea council was welcomed by independent retailers in the borough who have suffered in the recession and from the opening of Westfield.
Alicia Holden, 25, PR manager for jewellery boutique Kirsten Goss in Holland Street, Kensington, said: "It's frustrating if you go down to the high street and it's bustling and you think, 'We are tucked away'.
"Often even residents say they didn't know we are here. It would be great if people took advantage of what's on their doorstep."
Marketing manager Kate Kuhlman, 29, said: "People don't necessarily want to shop in a mall but they don't know the little fun streets."
Bill Hornet, co-owner of Hornets second-hand menswear shop in Kensington Church Walk, said the map would be particularly useful for foreign visitors. "We are a destination shop offering high quality second-hand clothes," he said.
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"This is an excellent idea. It's a recession and this will make what we offer more accessible."
Alison Jensen, owner of furniture shop Jensen & Ballantine in Pembridge Road, said the feature could help attract more tourists walking towards Portobello Market into nearby shops.
Mrs Jensen, 59, said: "On Saturday mornings you can see them pouring towards Portobello but only a few turn off to see what's tucked away. It's a question of providing local knowledge to more people. Not everyone wants to buy their things in John Lewis after all."
Researchers found the main reason visitors come to Kensington and Chelsea is to shop.
Council leader Sir Merrick Cockell said: "The map is the first initiative of its kind in London, developed by the council to provide a comprehensive resource for shoppers and to support our diverse mix of retailers and high streets."
