The best thing about merchantwords toolkit was its price tag! It makes sense that they would charge more since it provides so much value compared with other similar platforms out there (like Google Keyword Planner).
I wish we could have had some kind insight into why people were searching but no such luck unfortunately :(The platform does provide valuable insights which can be used as an input when creating content or ads/ad groups etc.. You will need someone who knows SEO well because learning everything yourself takes time - don't expect results quickly if this isn't already something familiar within their skill set. Using google keywords planner gives too broad information like "shopping" vs using merchants words where actual shopping terms are searched e.g car part suppliers.