You have to modify the vendor faction.
Creating a merchant, starting with duping an existing one:
Type "Belethor" into the search bar.
Click "All" at the bottom of the list on the left.
Click and open Belethor.
Click "Factions"
You'll see Services Whiterun Belethor Goods Faction.
Change the ID of the open Belethor to whatever you want.
Change the name.
Press okay. You've now made a duplicated belethor.
Open the duplicated belethor.
Click factions.
Double click "ServicesWhiterunBelethorGoodsFaction".
Change the ID.
Change the name.
Click okay. The game will create a new faction for you.
Delete ServicesWhiterunBelethorGoodFaction from Belethor.
Right click the factions window, click "New", and find the new faction you made.
Double click the faction in the factions window.
Click the "Vendor" tab
See "Reference"? It says BelethorsMerchantChest.
Go to the search bar in the items list on the left and find BelethorsMerchantChest.
Duplicate it.
Change the ID.
Change the Name.
Save.
now in the Vendors tab of the new faction you made, change the Reference to the new chest you made.
Now double click the new chest you made and you'll get a window with an inventory section labeled "Item list".
Inside that list are vendor object groups.
You can edit or duplicate or whatever the hell you want to these- but if you edit one, it will apply to ALL merchants who use it, so if you're making your own merchant and want to ADD things, make a new one.
Simply drag items into the list. The "Count" variable determines how many the vendor can have at any given time, and the "Chance None" variable determines what the chance is that the vendor doesnt have ANY of the items in that grouping on hand.
Sorry if that's hard to follow.
Basically, a vendor requires:
Vendor Faction, which includes
Vendor Chest, which includes
Vendor Item Lists, which include
Items and quantities and the chance they appear in the shop.
It's not as complicated as it sounds. The steps described above simply work backwards from an existing vendor to learn how the information comes together.
http://steamcommunity.com/sharedfiles/filedetails/?id=7766
I made this mod by creating a new vendor item list by duping a separate one, and loaded it with gemstones. Then I added that list to belethor's WhiterunGoodsChest, which is tied to his faction, which is tied to him as an NPC. It's really quite simple.