seller

A seller is an individual or organization that offers goods or services for sale and transfers ownership or use rights to a buyer in exchange for money or other consideration. In contract and commercial law, the seller has duties that may include delivering conforming goods, transferring title, and honoring warranties or guarantees where applicable. The counterpart to a seller is the buyer, who receives goods or services in return for payment.

Types of sellers include manufacturers who sell directly to customers, retailers who offer products through stores or online, wholesalers who supply other businesses, brokers who facilitate transactions, and online marketplaces that host multiple sellers. A "seller" can also be a private individual when selling personal items. In specialized markets, sellers may act as licensors, lessors, or licensees, depending on the asset involved.

Core seller activities cover pricing, advertising or promotion, negotiations, order processing, fulfillment, and after-sales service. Compliance with consumer protection laws, disclosure requirements, and quality standards is common across jurisdictions. Returns, refunds, and dispute resolution are typical aspects of post-sale obligations. Sellers may use various channels, including physical stores, websites, social media, or auction platforms.

In economics, sellers contribute to supply and price formation. In real estate and securities markets, sellers may influence liquidity and capitalization by offering properties or assets for sale. Liability for misrepresentation, defective goods, or breach of contract can establish legal risk for sellers, while warranties and standardized terms allocate risk between parties.