> ## Documentation Index > Fetch the complete documentation index at: https://docs.interchange.io/llms.txt > Use this file to discover all available pages before exploring further. # The Merchandising Agent > A storefront runs on two agents — Murph, the assistant you work with to train your seller, and the Merchandising Agent, which does the selling — across five jobs: Represent, Offer, Govern, Transact, Learn. A storefront is run by two agents with different jobs. **You** talk to one. **Buyers' agents** talk to the other. The agent **you** talk to. Murph helps you set up, train, and coach your Merchandising Agent in plain language — never by hand-editing config. Same Murph across the platform; different powers per role. Your **seller**. It meets buyers' agents, reads their briefs, builds and prices proposals in your voice, and runs the deal through — while you sleep. It is what actually sells. The split is the whole model: **you work with Murph to train the seller; the Merchandising Agent does the selling.** You're the coach; Murph is how you coach — you train the agent, and it sells for you. **Two different "fives" — don't conflate them.** The Interchange hosts five *agent types* (Buyer, Seller, Creative, Strategy, Governance). Your Merchandising Agent is the **Seller** agent. This page is about the five *jobs* that one agent does — which is a different list. In particular, the **Govern** job below is your Merchandising Agent enforcing *your* rules; a *Governance agent* is a separate marketplace participant (brand suitability, content standards). Same word, different thing. ## What it works from vs. how it sells Every job has two sides: * **What it works from** — everything the agent draws on to sell. Some you set up (your profile, rules, approval settings); some you hand over (your rate card, sales decks, past proposals); and some is **live** — connect your ad server today, your OMS or CRM in time, and it works from active avails, real-time pricing, and current inventory, not a static snapshot. * **How it sells** — what the Merchandising Agent does with all of it, live, for the buyer in front of it. The definition of each job is always the second one. What it works from is the substrate; selling is the product. The bar for any storefront capability is the same: *does this make the Merchandising Agent a better seller, or just a more complete picture of your business?* The two sides map onto the two agents: **you connect and shape what it works from by working with Murph; the Merchandising Agent turns it into selling.** ## The five jobs ### Represent **Your storefront sounds like you and sells with your judgment — not a generic bot.** The Merchandising Agent carries your identity, values, and standards into every buyer conversation, so an agent that meets it is meeting your best salesperson. You shape it with Murph by authoring your **Business Profile** (who you are, what you sell, what you'll never do) and your verified identity. Identity is resolved against the public registry, not free-typed. How your storefront's profile and resolved brand identity are stored. See also [identity documents](/v2/concepts/identity-documents). ### Offer **It turns what you have into a proposal shaped for the buyer in front of it.** Not a static rate card returned to everyone — the Merchandising Agent composes products from your inventory and signals to fit *this* brief, at *this* buyer's price. You shape it with Murph by connecting **inventory sources**, defining the **components** and **operating instructions** (your merchandising rulebook), setting **pricing and terms**, and adding **buyer instructions** for buyers who get different treatment. Turn connected inventory into sellable products. The versioned rulebook that steers how the agent composes. Per-buyer rules — discounts, notes — applied at composition time. How a brief becomes a proposal a buyer can select. ### Govern **You decide what auto-clears, what it escalates to you, and what it never does — so the agent can act safely when no human is present.** This is *your* judgment, delegated; it is not the platform governing you. You shape it with Murph by writing your **acceptance policy** and setting **approval gates** for media buys and creatives. On-policy work can clear automatically; anything outside your rules is held for you. The queue and the auto-clear vs. escalate decision. How submitted creatives are evaluated against your policy. ### Transact **It takes a fitting offer through to an executed buy — agent to agent.** The Merchandising Agent agrees terms and runs the AdCP media-buy workflow to your connected sources; the Interchange handles settlement. This is the step where "submit-and-forward" becomes a closer. The mechanics of a buy's lifecycle, and how money settles, live in their own guides. How a buy moves from accepted to delivering to complete. How the Interchange clears and pays out. ### Learn **It gets better at selling your way the more it sells.** Outcomes feed back: the Merchandising Agent reads what has been converting and shifts how it sells — for example, leaning into the negotiation posture that books best for a given buyer. Over time your agent encodes *your* distinctive way of selling. You see this through **seller analytics** — win rate, ask-to-book, which posture is converting — and Murph surfaces what the agent learned so you can adjust the rules above. The agent adapts *how it sells*; you stay in control of *the rules it sells by*. Win rate, posture conversion, repeat buyers, and the signals behind them. ## The five jobs at a glance | Job | What it does for you | What it works from (with Murph) | | ------------- | ---------------------------------------------- | ---------------------------------------------------------------------------------- | | **Represent** | Sells in your voice and judgment | Business Profile, verified identity | | **Offer** | Builds a proposal for the buyer in front of it | Inventory sources, components, operating instructions, pricing, buyer instructions | | **Govern** | Acts within your rules when you're away | Acceptance policy, approval gates | | **Transact** | Agrees terms, runs the buy, settles | Connected sources, billing setup | | **Learn** | Gets sharper every deal | Seller analytics; Murph surfaces what changed | The shortest summary: **you work with Murph to train your Merchandising Agent; it represents you, answers the brief, follows your rules, closes the deal, and gets better at selling your way.** ## Next steps Go from nothing to a live, selling Merchandising Agent. How you train and operate the agent through chat. The operator's map of everything a storefront holds. The agent-first design choices behind v2.