how do you make shops?

[JackOLanternBob]

how do you make a shop in the level editor? or is gold even used for anything in user made levels?

[hyperme]

If you use the Spelunky Editor Plus mod, you can add Vending Machines to levels which will sell items, along with many other features.

[Urza]

Spelunky Natural can make fully functional shops with a shopkeeper and everything. I think it's possible in YASM as well, but I couldn't say exactly how. Vending machine are probably a good solution most of the time though, unless you specifically want robbing the shop to be an option.