The small town, and it is generous to call it that, is a bit "out of the way". Yet it is the only outpost of civilization for a good distance. Travelling in this country is a bit hard, given the terrain and the unpredictable weather, so people do it only when they can. Thus a market day was not convient for anyone, venders or local. Alanus solved this problem.
His was the idea of a "General Store", one where goods from many merchants were sold to him, then resold to everyone else. Normally each merchant would have their own store or market booth. Yet given the unpredictable flow of people, many merchants would spend too much time waiting for customers that never came than making goods. So by selling to Alanus, he spends all day doing nothing but selling (and putting in an occasional order to the various merchants and traders) and they are free to make goods.
The General Store carries dry goods, some groceries, hardware from The Smith and travelling tinkers, candles, blankets, soft goods, and some fabric from local weavers and traded goods. Thus everyone can go to Alanus’s for most of their needs, unless they need a real weapon. Alanus’s religious beliefs do not allow him to sell weapons.
Before any of you wonder why this concept is so miraculous, after all we live with a variety of stores, the earliest "general store" came into existance in the late 1700s. So it is a proper near modern invention occuring long after the Renaissance. Until that time, all trade was done with individual market stalls which limited the owner’s ability to produce as they spent time selling. These general stores were the first places to do "bulk sales". The department store did not develop until the mid 1800s.