What does Retail Merchant mean?

A retail merchant is the person who sells goods to a customer; the retail merchant is the one selling in a department store, at a kiosk or a simple shopkeeper. The opposite of retail merchant is the wholesale merchant who basically acts as a middleman between the producer and the retailer, and he has a wider area of functioning than a retail merchant. It should be noted that a phone merchant or a travel and entertainment merchant is not considered a retail merchant.