These characters are owners or employees of Gaia Shops. They provide a service to Gaians by providing items in exchange for Gaia Gold. The shopkeepers are viewed as the primary characters of Gaia Online. Each shopkeeper greets a Gaian entering their shop by a popup text bubble, this bubble contains their name in bold and quote. Customers are able to further talk to the keeper by pressing the 'Talk to __' button located below the image of the keeper.
Many of them have made appearances in manga, mini-comics and site events.