What is a group of Merchants called?

A group of merchants is commonly called a Company. Other collective nouns you may see include Route and Bazaar.

A collective noun for merchants is a "bazaar", which refers to a group of merchants or stalls that gather in a specific area to sell goods or services. A bustling hub of commerce and trade, a bazaar symbolizes the vibrant energy and diversity of merchants coming together to showcase their offerings and cater to the needs and preferences of consumers. In a bazaar, independent vendors converge to create a lively marketplace, displaying their products and engaging in traditional sales tactics to attract potential customers. From street vendors selling delectable street food to artisans showcasing their beautifully crafted wares, a bazaar is an immersive retail experience where different merchants collaborate to create a vibrant tapestry of commerce. Each bazaar represents a microcosm of diverse merchants with their own set of products, skills, and styles of negotiation. Some may specialize in textiles, while others offer ornamental crafts, jewelry, spices, or artwork. By pooling their resources, these merchants benefit from shared space, shared customer footfall, and the opportunity to interact and network within their trade community. Beyond merely a market, a collective noun like "bazaar" often encapsulates the cultural heritage, history, and traditions unique to a particular region or country. For centuries, bazaars have served as vital economic hubs, urban meeting points, and social spaces where different cultures converge to exchange goods, ideas, and experiences. While the term "bazaar" typically refers to markets in the Middle East or South Asia, the concept of a collective noun for merchants can also apply to Western contexts, like farmers markets, trade fairs, or artisanal markets. In these settings, farmers, craftsmen, and merchants team up to provide diverse products directly to the local community, fostering a sense of camaraderie and mutual support amongst themselves. Overall, a collective noun like "bazaar" captures the essence of merchants coming together in a vibrant, bustling marketplace to showcase their goods in the hope of attracting customers and promoting trade. It symbolizes the fusion of commerce, culture, and diversity in a shared space, creating an exciting and immersive experience for both buyers and sellers.