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https://masseffect.fandom.com/wiki/Merchants_Guide
In ME1 the store discount is across-the-board in function of your Charm/Intimidate scores.
In ME2 some--not all--stores offer a discount if you take a specific action. There are varied actions required at different stores. Some details are included at the Wiki.
In ME3 the only "discount" available is from buying at the store itself, thus avoiding the 10 percent markup / delivery charge if you order from the console in the Normandy's cargo bay.
Certain stores require you to do stuff for them before they offer a discount (Illium illegal tech lady comes to mind), but mostly you just need high Paragon or Renegade scores.
EDIT: Forgot you also find a second piece of intel during the Ardat Yakshi monastery mission (Gallae's Electronic Signature) that gives another 5%. So, at most, you can have a 10% store-wide discount if you choose the discount upgrade for both options.
Personally I am generally more than happy to pay the premium. While you may not be swimming in cash to quite the extent you are in ME1 and ME2, there's certainly plenty of it sloshing about.
But if I'm on the Citadel or in its near vicinity I'll take the "discount."