diff --git a/src/calibre/gui2/store/config/chooser/models.py b/src/calibre/gui2/store/config/chooser/models.py
index 2eaa1655ce..6c95d74ffc 100644
--- a/src/calibre/gui2/store/config/chooser/models.py
+++ b/src/calibre/gui2/store/config/chooser/models.py
@@ -103,7 +103,22 @@ class Matches(QAbstractItemModel):
                     return Qt.Unchecked
                 return Qt.Checked
         elif role == Qt.ToolTipRole:
-            return QVariant('<p>%s</p>' % result.description)
+            if col == 0:
+                if is_disabled(result):
+                    return QVariant(_('<p>This store is currently diabled and cannot be used in other parts of calibre.</p>'))
+                else:
+                    return QVariant(_('<p>This store is currently enabled and can be used in other parts of calibre.</p>'))
+            elif col == 1:
+                return QVariant('<p>%s</p>' % result.description)
+            elif col == 2:
+                if result.drm_free_only:
+                    return QVariant(_('<p>This store only distributes ebooks with DRM.</p>'))
+                else:
+                    return QVariant(_('<p>This store distributes ebooks with DRM. It may have some titles without DRM, but you will need to check on a per title basis.</p>'))
+            elif col == 3:
+                return QVariant(_('<p>This store is headquartered in %s. This is a good indication of what market the store caters to. However, this does not necessarily mean that the store is limited to that market only.</p>') % result.headquarters)
+            elif col == 4:
+                return QVariant(_('<p>This store distributes ebooks in the following formats: %s</p>') % ', '.join(result.formats))
         return NONE
 
     def setData(self, index, data, role):