Sellers

A seller is a person or organization that offers goods or services in exchange for money. In economic terms, sellers interact with buyers in markets to supply goods, set prices, and facilitate transactions. They can be producers, wholesalers, retailers, brokers, or agents, and may operate in physical stores, online platforms, or directly with customers.

Market structure affects seller power: in perfect competition many sellers offer homogeneous products and are price takers, while in monopolistic, oligopolistic, or monopsony settings individual sellers can influence prices through product differentiation or market power. Pricing decisions reflect costs, margins, competition, and demand, and sellers may use dynamic pricing, promotions, bundles, or channel-specific offers. Selling channels include direct-to-consumer avenues and intermediaries, including wholesalers, retailers, and online marketplaces.

Sellers provide product information, warranties, and after-sales service to build trust. They must comply with consumer protection and advertising regulations, labeling and safety standards, and other legal requirements. Reputation, measured by reviews and customer feedback, is increasingly important in online environments. Challenges include counterfeit goods, fraud, and shifting consumer preferences, while technology has expanded opportunities through e-commerce, marketplaces, and cross-border selling.