The noun 商家 (shāngjiā) means "merchant," "vendor," or "business," referring to a person or entity that sells goods or services. It is commonly used in commercial and consumer contexts. It is a neutral, widely used term in modern Chinese.
很多商家在双十一期间推出了打折活动。
hěnduō shāngjiā zài shuāng shíyī qījiān tuīchū le dǎzhé huódòng.
Many merchants launched discount promotions during Double Eleven.
消费者在购物前应该多比较几家商家的价格。
xiāofèizhě zài gòuwù qián yīnggāi duō bǐjiào jǐ jiā shāngjiā de jiàgé.
Consumers should compare prices from several merchants before shopping.
这家商家的售后服务口碑一直很好。
zhè jiā shāngjiā de shòuhòu fúwù kǒubēi yìzhí hěn hǎo.
This merchant has always had a good reputation for after-sales service.