The Merchant building in Strongford houses various shops:
- Town Shop
- Arena Shop - After unlocking the Arena
- Grand Arena Shop - After unlocking the Grand Arena
- Tower Shop - After unlocking the Tower
- Soul Shop - After reaching Absolute Star with at least one Hero
- Friendship Shop (Browser)
- Highwayman Shop (Mobile)
- Outland Shop - After unlocking the Outland
- Guild War Shop - After unlocking the Guild
- Secret Wealth
Most shops can also be accessed in their corresponding game modes: Arena, Tower, Outland, Guild War. Once more than 1 shop is unlocked you can switch between them in the same window.
The shops offer Hero Soul Stones, consumables, Skins, and coins for different currencies: Gold and Emeralds, Friendship Chips, Arena Coins and Grand Arena Coins, Tower Coins, Soul Coins, Outland Coins, and Guild War Trophies.
New goods appear in shops according to certain timetables. The cooldowns are displayed in each shop window.