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If it were Faerun, then likely the shopkeeper is some random epic level badass.
That is common in that setting.
Yeah... Faerun pushed it a bit too far towards that...
"Welcome to my fish and chips shop! I the propietor am ALSTAG THE UNYIELDING, the fish you devour was plucked from the ethereal voids of the plane of water! MUAHAHAHA!"
or
"I AM THE DEMON KING ULAG! YOU CANNOT RESIST MY OFFER! THESE SHOES ARE CHEAP! ONLY $20.99! YES, BUY THEM! PURCHASE FROM ULAG! GYAHAHAHAHAHA!!!"
I can definately see say a 7-12 running a business though. I mean hell most players want to by that level.

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Now, many businesses in Golarion, pay tribute to Abadar, and through tidings, acquire protection by the church.
Now, if the shop is owned, or otherwise associated with the Aspis Consortium, then you will have serious problems, as they are much like a fantasy version of the East India Trading Company, which historically, was like a nearly comic book villain organization.