The owner/proprietor/manager of a small retail store.
In The Western and many other low-population settings, the Shopkeeper is the person who runs the "General Store" which sells (and sometimes buys) just about anything the locals or visitors could possibly need. He or she is a fairly important member of the community, since everyone visits their establishment while in town for vital supplies. This makes the general store a good informal meeting place and a handy source of local gossip. This kind of store is often the Only Shop in Town.
In larger or more modernized communities, shopkeepers tend to be more specialized, at first between perishable items and "dry goods", and increasingly narrowing down to the point where one store might only sell candles and candle accessories, and half-a-dozen shops might need to be visited for a single day's shopping trip.
A shopkeeper often fills the role of Meek Townsman in Western stories—he's got a business to protect, after all. Relatively rarely, one might be seen as a Corrupt Hick who uses the fact that he's the only source of supplies to dictate policy to the town.
The Asian Store-Owner, the Friendly Shopkeeper, and the Super-Stoic Shopkeeper are common enough sub-tropes to merit their own pages. If the merchant chooses to travel around to sell things instead of staying in one place, see Intrepid Merchant. Don't even think about shoplifting.
- An EC Comics story featured a drugstore owner who was miserly, paranoid and exceedingly crabby. During the story, he flips out when a little girl sets up a lemonade stand in front of his store. He's so obnoxious about this "competition" that the locals buy her lemonade just to spite him. Since this is an EC Comic, it turns out that he's the one secretly supplying the little girl's lemonade. He built up a mask of a jerkass over decades to prevent people from taking advantage of him, and just can't get himself to drop it for genuine charity cases.
- Jonathon and Martha Kent in the pre-Crisis Superboy stories ran a general store in Smallville.
- Nels Oleson of Little House on the Prairie.
- Mr. Grafton in Shane, though he's not the Meek Townsman; he keeps a sawed-off shotgun to protect his place and is so renowned for being tough but fair that he's the unofficial magistrate for the town.
- Star Wars: Kenobi: Annileen Calwell owns and manages Dannar's Claim, a combination general store/livery/garage/restaurant/cantina, and the center of life in the Pika Oasis on Tatooine. The nearest small town, Bestine, has more services, but Dannar's Claim is more conveniently located for all of the local moisture farmers.
- Black Saddle: In "Client: Meade", a shopkeeper in Latigo is the only witness to a shootout, and the only person who prove Clay's client is innocent of murder. However, he is a Meek Townsman who allows himself to be bullied by the dead man's family into perjuring himself: a decision with tragic consequences for just about everyone.
- Derry Girls has Dennis, proprietor of Denniss Wee Shop. His every interaction with the girls ends with him Suddenly Shouting for them to "GET OUT!"
- Loren Bray, who ran the town general store on Dr. Quinn, Medicine Woman.
- Sam Drucker on Green Acres and Petticoat Junction, with occasional crossover appearances on The Beverly Hillbillies. Also doubles as postmaster, newspaper editor/publisher, constable, Justice of the Peace, school superintendent, and part of the Hooterville Volunteer Fire Department.
- Gracie Leigh in Jericho (2006). (And later Dale and Skyler after her death.)
- Ruth-Anne Miller is the elderly, level-headed owner of the local general store and a 30-year resident of Cicely in Northern Exposure.
- Arkwright from Open All Hours, although he can be more of a Honest John's Dealership.
- Mr. Hooper of Sesame Street.
- David Rose and Patrick Brewer own Rose Apothecary in the town of Schitt's Creek.
- Ike Godsey on The Waltons
- The title characters in Lum and Abner ran a general store in the small town of Pine Ridge, Arkansas.
- Hachi, retired Orange Star CO from the Advance Wars games (Wars World trilogy).
- Tom Nook, the
raccoontanuki proprietor of the local store in every Animal Crossing village. From Wild World on, the Able Sisters nearby specialize in clothing, accessories, and umbrellas.
- Freddie Merchantry the Singing Shopkeeper in Crypt Of The Necrodancer mans the shops in the dungeon and sings along to the background music, which serves as a handy way of telling that you're not far from a shop. He's very jovial and relaxed for the most part, not really minding if you bomb out his shop's walls for money. Attack him, however, and he'll chase after you, becoming one of the few enemies who can move diagonally. And he does a monstrous amount of damage if he hits you.
- Dragon Quest IV's Torneko Taloon. Not content in a small-time shop, he spends his chapter setting off to find a place to go into business for himself. Staying around in the old place a while beforehand, however, can be good for loading up on some cash and goods for the journey.
- Fantasy Quest's shopkeeper is a warm befuddled man who refuses to talk of matters above his station.
- Hometown Story is in part Harvest Moon with the player running a shop instead of a farm.
- Witch from Puyo Puyo works as a shopkeeper selling potions. However, she doesn't sell many of her potions since they have such specific effects that they're next to useless (one, for example, helps to take care of a person's fear of mochi buns).
- The Legend of Zelda: A Link to the Past has a feature where you can set off a bomb next to a crack and it will reveal a cave that you can explore. One of these caves contains a shop, complete with shopkeeper, where you can buy potions and stuff. One wonders how he keeps his business afloat in a previously sealed off cave.
- Recette, the main character of the Simulation Game/Action RPG Recettear: An Item Shop's Tale.
- Minor NPC Herbert Moon is the only named shopkeeper in Red Dead Redemption, and as such has become something of a meme, both for his bizarre Third-Person Person tendencies and the truly absurd depths of his bigotry.
- Shotgun-toting, easily provoked, and extremely deadly in Spelunky. It is all but impossible to meet a seasoned player who has never died to one.
- Rinnosuke, The One Guy from Touhou who sells antiques and rarities in the human village.
- In Double Homework, this is eventually what Johanna and Tamara become (and the protagonist in the two girls epilogue) after Tamara opens a boutique.
- In Melody, one of Amys roles in the business she owns in to man her shop. Although a good portion of the business is done online, there is also a brick-and-mortar storefront.
- An Animaniacs story set in Old Salem featured a witch hunter who accused the shopkeeper of being a witch on the mere grounds the shopkeeper was holding a broom. The characters singing about the witch hunter then pointed out even the shopkeeper isn't safe from him just to show how much he should be feared.
- Craig of the Creek has Kit, who runs The Trading Tree. She sells everything from snacks to medical supplies to the kids of the Creek, and her store is considered the heart of the community.
- The Raccoons has Mr. Willow, the owner of Willow's General Store where the other characters usually do their shopping at.