This was a really cool concept, i was pretty excited to try it. The idea is great and the leveling/mob generation is really cool.
I struggled because seems like nothing to do in the beginning as the shopkeeper other then wait for them to be able to upgrade the axe. Plus the long animation make the grinding less fun. Needed some early purchases. Gotta hook me early you know aha.
Great job, I'd legitimately love to give it another try if you go back and polish it.