I do not enjoy playing the merchant. It seems like a lot of work for little pay off. You have to go to the village to find out what's "hot," return, then go back to the village to buy the items, return, then go to your stall, add the items from your inventory (and take out your other items), open shop, and then convince people to buy something that's somewhat marked up. And convincing people takes three actions, if you're lucky!