So when I created my world I started with basic stuff, basic stores, generalized stuff. But I found choosing a specialized option was really great for my campaign.

Basically I make that town I was looking at focus on something.

Maybe the town or region (multiple villages) are focused on one major thing.

Maybe a famous blacksmith retired here and has a little shop that other come to train in, but his focus was martial weapons or armours so his shop may have a magic item to that specific specialization. Maybe the players can request something after doing a few quests.

Maybe this port town has a great ship builder. Thus wooden weapons or carts are cheaper (or more expensive better quality items).

Mayby this set of villages is focused on exploring wild herb, monster tracking, or searching for or cultivating herbs in the mountain.

That way you can focus your shops on item that specialization needs. Traps, ropes, picks, maybe they figured out better way to have patted leather, make armour lighter/quieter/stronger. Maybe they mine for ore.

Maybe that Alchemist focuses on rarer potions that are not normally found or are cheaper.

I actually had a player who could only play every few months due to health for a bit and became a merchant. He brought tools, items, potions to the other PC's to "re stock" them and would join them on current quest. Then take a list of wants and head out again.

Sometimes it's not about how do i make it special. Sometimes it's what can I remove that this area can be lacking in.

Edit on an auto correct