This page was last checked against game version 0.2.1; the game is now at 0.3.0. Some explanations may be out of date (tables are always current).
Most shops are in Dawnmere Village; outside it there are only the Stiltwater Trader in the Mistfen Marshes and the Lighthouse Keeper on the Saltwind Coast. Each shop sells its own goods for Gold, and every shop in the village also has a Sell tab where you sell your items back. Shop prices are fixed and much higher than what an NPC pays you back.
Inn “The Weary Boar” — food that heals you and some that gives Well Fed. You can also eat a meal (5 Gold) or sleep for free, which fully heals you and gives Rested.
Smithy — weapons and armour for every slot, including the marsh scale set and the crabshell armour from the coast, the Driftwood Buckler, the Iron Pickaxe (a better pickaxe that mines faster) and the Whetstone. The smith also repairs and upgrades your gear.
Market Stall — tools for your actions (Rusty Knife for hunting, Hatchet for chopping wood, Stone Sickle for faster herb gathering), the Fishing Rod for fishing, the Pickaxe for mining, crafting materials (also marsh goods such as Wreck Iron, Toad Skin and Mist Lotus) and the Sunken Key for an extra dungeon entry. The Satchel maker at the market enlarges your two bags for Gold, step by step as you level up.
Stiltwater Trader — in the Mistfen Marshes: a fishing rod, a pickaxe, antidotes, potions, food and whetstones at marsh prices. Sells only.
Lighthouse Keeper — on the Saltwind Coast: a fishing rod, potions, food and whetstones. Sells only. See Saltwind Coast.
Academy of the Five Phases — in the village, open once you reach Foundation Establishment. It sells no goods: its courses (Elemental Infusion, Re-attunement) cost Gold and materials. See Academy.
Guild Hall — sells nothing; you found and manage guilds there.
The last column shows what an NPC pays you if you sell the item back.
Buy your tools early. Hunt Rabbits needs a knife and Chop Wood needs a hatchet. The sickle is optional but makes herb gathering faster. In the marshes, Fish in the Mire needs a fishing rod; mining needs a pickaxe.
Don’t buy gear you can loot soon. Loot can roll a higher rarity with extra stats; shop gear never does.
Food vs. potions. Food is for between fights, potions for during a fight. A meal at the inn is the cheapest heal in the village.
Selling back loses Gold. Buying and selling the same item always costs you the difference.
Antidote and 
Clarity Incense for the breakthrough. Potions can be used in combat, food can’t.
Driftwood Buckler, the 
Iron Pickaxe (a better pickaxe that mines faster) and the 
Whetstone. The smith also repairs and upgrades your gear.
Rusty Knife for hunting, 
Hatchet for chopping wood, 
Stone Sickle for faster herb gathering), the 
Fishing Rod for fishing, the 
Pickaxe for mining, crafting materials (also marsh goods such as 
Wreck Iron, 
Toad Skin and 
Mist Lotus) and the 
Sunken Key for an extra dungeon entry. The Satchel maker at the market enlarges your two bags for Gold, step by step as you level up.
Honey Bread
Roast Rabbit
Hearty Stew
Small Healing Potion
Healing Potion
Mana Potion
Greater Healing Potion
Superior Healing Potion
Wooden Sword
Wooden Shield
Leather Cap
Leather Gloves
Leather Boots
Leather Vest
Stalker Spear
Scale Helm
Scale Vest
Scale Gloves
Scale Boots
Bog Oak Shield
Crabshell Helm
Crabshell Vest
Crabshell Gloves
Crabshell Boots
Mountain-Steel Helm
Mountain-Steel Gauntlets
Mountain-Steel Sabatons
Mountain-Steel Kite Shield
Mountain-Steel Cuirass
Mountain-Steel Sword
Goathide Cloak
Steel Pickaxe
Batleather Hood
Batleather Gloves
Batleather Boots
Night-Iron Buckler
Batleather Coat
Spiritweave Hood
Spiritweave Gloves
Spiritweave Boots
Skyiron Shield
Skyiron Cuirass
Leather Strap
Oak Plank
Bog Oak Plank
Invitation Card
Bat Leather
Yew Plank
Charcoal
Innkeeper's Platter