Dungeon Merchant is a hybrid, idle, dungeon crawler mixed with shop simulation game. In order to earn gold and improve your business, you must hire heroes to send into the dungeon and retrieve loot. As the dungeon changes so does the demand of certain items, armour and weapons. Use the changes in the dungeon to your advantage to buy low and sell high.
Don't get too greedy though! Lower levels of the dungeon provide better loot but more fierce monsters. If your hero dies in the dungeon, they're gone for good, along with all of the gear you equipped them with! Continue to grow your shop via upgrades and learn more about the world through character dialogue interactions.