Individuals in this position work for him/herself to earn income through selling products or services directly to the customers instead of working for an employer that pays a salary/wage. An Individual in this position can also be a Direct Sales Agent / Salesman working to achieve objectives business objectives.

The individual in this position is also known as Retail Store Owner. He/ She is the primary or sole operator for the business who employs / engages others for daily operations. He/ she effectively manages inventory, customer service, marketing, and sales strategies to succeed in a competitive market.