The merchant, also known as the product creator, advertiser, seller, or vendor, refers to the company that provides products for sale. The merchant is the company that owns the offer. Their role is to create and produce a product or service for sale. The merchant can be an individual, a store, a manufacturer, or a large enterprise. It can be anyone from a solopreneur to a big company. Whatever the size of the merchant, they are the ones who offer revenue sharing and commissions.