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You can build your own outpost/village/town(s) anywhere (mostly) else, of course. But these outposts don't have any "life" beyond what you put in there. If you build your own city on trade routes you may occasionally get trade visitors. They may buy something from your shop counter (make your town public and make the house that the shop counter is in public too). Stock it with trade goods and passers-by may just buy stuff.
I find the trade aspect mostly broken. In truth, I don't think Kenshi is a static trading game really. It is much better as a mobile trading process. You and your followers walk from town to town selling and buying like a trader of old. Think of Marco Polo, for example.
The shop counter in the town you built in already is going to work though. Just stock it with stuff to sell and make the house public. It won't make you a lot of cats though.
As an example, I have a farm making food (dustwich and the other cactus food thing I've forgotton the name of). I have another farm making the rice based food somewhere else. Using pack animals I load up from these farms and walk to various others places to sell it. Some goes into shop counter(s) but really the majority is sold by me. Other trade goods, medicine for example, sell well. High value stuff doesn't tend to sell well at all. Along the way I buy others goods when the price is low and sell thsoe when the price is high. You can make a lot of cats this way.
Anyway, long answer to a short question. Go explore, fight and die (nearly) a few times. Train your group and dominate through power rather than trade. Money is NOT everything in this game :)
Prospective buyers do not have much money currently, and I don't believe the AI is completely worked out. It may come with diplomacy (that's a big update in and of itself). Right now, trading is much better carried out manually.
The best bang for the buck is actually in weapons. Turn iron plate, or steel and fabrics into cats. High value, relatively low investment. You start out losing money (because your craft skill is somewhat below an infant's skill at symphonic composition), but once you can make refitted and catun grade weapons, you can clean up. Katanas and heavy weapons sell for the most.