It's a manga, and is likely to be a light novel adaptation. I can't remember if this is actually a reincarnation/isekai story, but I do remember it being set in a fantasy world. I read this sometime last year before MangaDex's maintenance break.
I recall the male protagonist being a merchant or similar occupation, and was business partners with a wolf girl. The wolf girl may have been described as a lycanthrope. She had droopy ears, and I distinctly remember there was a comment about her species only letting special people touch their ears, and hinted that the boy could touch her ears. She had a thorny personality to others except for the boy.
The boy also had a maid, who loves (or respects) the boy. The maid was competitive with the wolf girl for the boy's attention, knowing that the wolf girl likes the boy.
The boy MAY have went to school, and for some reason had to move. The wolf girl moved her business location to operate close to him.