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It's possible it's genuine traffic and he's using something like a javascript post to hide the referer (which changes to the intermediate site running the j/s)
Or it could be something dodgy like img srcing you from a popup window.
I can't imagine why a bot would fake such a dumb referer as an IP of the seller's own server.
What are you using for analytics? Is it's something "on server", looking at the raw logs, or is it a third party app that requires javascript, like google analytics? If it's the latter, there's a better chance that the visitors are half real... a simple bot won't execute javascript, so its load won't even be counted by GA.
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