A candlelight vigil was held for Maurice McDonald outside J and R Perez Grocery in the city's Mantua section.
The shooting happened around 8:30 a.m. Tuesday in the 700 block of North 38th and Aspen streets.
Jose Duran, the owner, was upstairs when four shots were fired inside the store.
Duran told police he rushed downstairs and saw McDonald lying on the floor. He had been hit multiple times.
Officers rushed the victim to Penn Presbyterian Medical Center. He was pronounced dead 20 minutes later.
Police are interviewing several witnesses that were inside the store. There was also a small girl inside when shots were fired, police said.
So far, no arrests have been made.