Some Etsy stores keep a theme or to a specific type of product (like bath & beauty) others break their store down into categories for shopping (Bath & Beauty, Makeup, Clothes, etc.). Opening multiple stores really is a bad call, in my opinion, on a site like Etsy. You could become your own competition, and create twice as much paperwork, tax, sales, and organization hassle. In the Milwaukee Bucks legends forever not just when we win signatures shirt Additionally,I will love this end, it is up to you, your business, your choices. But to have repeat/return customers and better sales, consider one store with multiple items. If the single item in an Etsy shop had mass appeal with only one place to purchase it, then such a shop might be quite successful with that single item, provided people knew where to purchase it.