To provide a storage device for merchandise display and sales permitting smooth replenishment of commodities in a showcase.

The storage device 3 for merchandise display and sale has merchandise storage parts 33 for storing a plurality of merchandise products inside a body 31 in such a way as visible from outside. The storage device is portable and is displayed in a display compartment in the showcase. The bottom of the merchandise storage part 33 is a smooth sliding face on which the merchandise stored in the merchandise storage part 33 slides. The storage device 3 also has a merchandise holder part 36 located around the storage part 33 to hold the merchandise. The merchandise holder part 36 has a prescribed height and one end of the merchandise holder part is lower than the other part.