Shop salespersons sell a range of goods and services directly to the public or on behalf of retail and wholesale establishments. They explain the functions and qualities of these goods and services, and may operate small shops or supervise the activities of shop sales assistants and cashiers.

Tasks performed usually include: determining customer requirements and advising on product range, price, delivery, warranties and product use and care; demonstrating, explaining and selling goods and services to customers; accepting payment for good and services by a variety of payment methods, and preparing sales invoices; undertaking or assisting with the ongoing management of stock such as product inventories, and participating in stock takes; stacking and displaying goods for sale, and wrapping and packing goods sold; determining product mix, stock and price levels for goods to be sold; supervising and coordinating the activities of shop sales assistants, checkout operators and other workers in supermarkets and department stores.