Clive...the census records were checked through Findmypast and Ancestry, the newspaper advert came from The British Newspaper Archive.
We dropped a little unlucky that Mr Morton wasn't at the address in the 1891 or 1901 census'...that would have given us his forename and other family member names that we could use to really track him down.
We could use electoral rolls that may give extra information but unfortunately Sheffield's are not online...visit to the archives in person only. I also used the search for W Morton, Grocer, Sheffield, 1891-1901 and did find one, unfortunately at an address in Grimesthorpe Road in 1891 and 1901, so probably not our man.
My guess is that he took the shop but it was not a success ( although I can find no record of a bankruptcy) and after a couple of years went back to his original trade. He could have died of course...there are four deaths for W Morton's in Sheffield between 1898 and 1901 but without ordering death certificates there is no way of knowing if any are our man. If you were interested enough you could order the certificates one by one at £7 from the GRO, you might strike gold with the first, however Mr Morton may not have died in which case it would be money wasted...you never know till you try.
The house was condemned in the slum clearances of 1939 but the picture below( from Picture Sheffield) is from the 1960's when the street was still up, it shows No's 131 to 143, suggesting 193 would have been 25 houses around the corner.