Retailer’s counterpart

BUYER

This person often negotiates prices or searches for the best deals before making a purchase. Think of the opposite role in a marketplace transaction.

In a retail setting, the seller is the one offering goods, so their natural counterpart is the person purchasing them—the buyer. The clue plays on the straightforward business relationship where "retailer" implies someone selling, making "buyer" the obvious opposite. No wordplay or hidden meanings here; it’s a direct definition.