To change the number of products displayed on the product listing page go to /desktopmodules/smith.buynow and open up productlist.ascx line 4-21 change the first ListItem value for the dropdown to the number you want to display.  See the line below that is hightlighted in yellow
 
<tr>
        <td class="NormalText">
            Search:  <asp:DropDownList ID="ddlSearch" runat="server" Width="120px">
            asp:DropDownList>td>
        <td width="5px">
        td>
        <td class="NormalText">
             <asp:TextBox ID="txtSearch" runat="server" Width="208px">asp:TextBox>  
            <asp:Button ID="btnSearch" runat="server" Text="Go" OnClick="btnSearch_Click" />          
            Records:  
            <asp:DropDownList ID="ddlRecords" runat="server" AutoPostBack="True" OnSelectedIndexChanged="ddlRecords_SelectedIndexChanged">
                <asp:ListItem>10asp:ListItem>
                <asp:ListItem>20asp:ListItem>
                <asp:ListItem>50asp:ListItem>
                <asp:ListItem>100asp:ListItem>
            asp:DropDownList>
        td>
    tr>