A buyer is someone who purchases something, exchanging money or other payment for goods or services. When you walk into a store and pay for a new book, you're the buyer. The store is the seller, and you're the buyer.

In business, buyers often have specialized roles. A buyer for a clothing store travels to fashion shows and meets with manufacturers to choose which shirts, pants, and shoes the store will stock on its shelves. A buyer for a school cafeteria decides which food suppliers to purchase from, comparing prices and quality. These professional buyers need to understand what people want, how much things should cost, and how to negotiate good deals.

The phrase buyer beware (or in Latin, caveat emptor) reminds shoppers to examine purchases carefully before buying. If you're buying a used bicycle, you should check the brakes, tires, and gears yourself, because once you complete the purchase, any problems become yours to fix.

In real estate, a buyer is someone purchasing a house or land. During a buyer's market, many properties are for sale and buyers can often negotiate better prices because sellers are competing for their business.