An online store merchant is not just a common seller but in broader terms a store manager. Apart from selling the products, an online merchant is also responsible for store inventory and also for promotions of the store.
A merchant can also be termed a system administrator that can set the norms and functionality of a store. Along with sales and inventory, a merchant also manages various factors that affect the sales of the store. These factors can be managing the conversion ratio, visibility of the store, bounce rate, store navigation and others. To put it in a nutshell, a merchant doesn’t only deal in sales, but in creating a brand.