To warn you, you're much better off changing the event itself. The events loaded by speaking to people are a bit of a hassle to mess with. I'm sure you can decide for yourself which is better, though, so here's the explanation:
The events when speaking to people are determined by the speech data. The pointers for this are 99A00-99DFF (2 bytes, reverse and add 0x99E00) and the speech data is 99E00-9A4FF (variable length). It took me a long while to figure out what the bytes meant, but I believe I have a clear understanding of how it's coded:
FFxx = Load event xx
FEaa = If event flag aa is set...
aa = If event flag aa is clear...
Examples:
aaFFxxFFyy = If event flag aa is clear, then load event xx, else load event yy
FEaabbFFxxFEccFFyyFFzz = If event flag aa is set and bb is clear, then load event xx,
else if event flag cc is set, load event yy, else load event zz
The speech data utilizes events numbers 01-03, which are EE message calls:
"Show message [hex data xx following event call] (from bank 2)"
For example, the Old Man wandering in the town of Baron has the following data (at 99EDE-99EEA):
FE 06 FF 03 FE 0B FF 02 FF 01 03 04 05
This translates to:
Data Meaning
FE 06 If event flag 06 is set,
FF 03 load event 03 (i.e. message call EE 02 = message 05 of bank 2)
FE 0B (else) If event flag 0B is set,
FF 02 load event 02 (i.e. message call EE 01 = message 04 of bank 2)
FF 01 (else) load event 01 (i.e. message call EE 00 = message 03 of bank 2)
03 04 05 Hex data following event call
So you see, it's a pain to change, because you need to keep track of the person/object index and the event flags. Shops aren't conditional, so they would be a simple "FFxx" string. For example, I checked on the Baron Item shop man, and he is person/object number 44. You look that up in the speech data, and the data is "FF 26." Event 26 is "Bring up shop 13." And shop 13 is the item shop that you want. Much easier to just change event 26 to bring up a different shop.
Just a heads up: when writing this out I did notice that person 44 is used by the Baron, Kaipo, and Toroia item shops. That means they all load the same item shop, and if you change the event it'll change all the shops. You'd have to create three different person/object instances to have three different shops.