As Nathan says, its more of a tool to enable vendor participation and increase the visibility of the vendors on your forums. At heart its a trader directory, with a few funky extras bolted on (i.e. Keyword notification).

i.e. this is the trader directory on ours (we only launched it over the weekend, so I'm having to wait for vendors to populate the directory with their info!)

MG-Rover.org Vendor Directory

Overall its a pretty good product. With a bit more development, it will turn into a must-have product for any forum I'm sure.