A Retail Merchant is usually a shop-keeper or store owner who purchases goods at wholesale and resells them directly to customers. The general public makes the majority of their purchases from Retail Merchants.

The term Retail refers to the price paid by the ultimate consumer, and such sales are, for the most part, transacted in smaller quantities, as opposed to Wholesale, where things are bought in bulk.

Retail Merchants sell their goods in either a walk-in store, or an on-line web store, or both. Their mission is to make a profit on the goods they resell to the public.

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