Building a strong brand and a cohesive product line is very important to many Etsy Shop owners. However, as your business grows, you may find yourself selling products that don’t necessarily fit together. There comes a time when you either have too many products in your Etsy shop or you simply want to branch out to other markets. For example, you might begin selling men's clothing and later decide to expand into printable journals or selling women's clothing. In such cases, some Etsy shop owners opt to create a second shop or even multiple shops to better showcase and market their diverse product offerings.

The main question is – can you have more than one Etsy shop?

In this article we will detail everything you need to know about is it better to have multiple Etsy stores, what are the benefits and how successfully you can manage them.
First of all we have to ask a one simple question.

Can I have multiple Etsy shops under one account?

Etsy doesn’t allow account holders to have multiple Etsy shops under one account.

Etsy attaches each shop to a user account, which is created with a unique email address. Each user account and email address are only allowed to have one shop.

Can I have two Etsy shops?

Etsy permits both individuals and business owners to operate multiple shops, and there are no restrictions on the number of shops one can have.

Essentially, Etsy does not prohibit users from opening multiple shops, and in fact, encourages sellers to create additional shops if they have distinct product lines or brands.

To create additional shops on Etsy, you would need to use another email address.

How many Etsy shops can I have?

Etsy will not stop you at two shops either. The same method you used to create your second shop can be used to create multiple Etsy shops.

The number of Etsy shops you can have is only limited by the number of email addresses you have.

As long as you can create new Etsy accounts, you can create new Etsy shops.

The only thing Etsy says about having more than two shops is that you need to comply with Etsy’s Seller Policy.

Do I need a new bank account for more than one shop on Etsy?

The good news is that while Etsy requires different Etsy accounts and email addresses for each of your shops, it will let you use the same financial information across all of your shops.

That means you can use the same bank account or the same credit card and information for all your shops, consolidating your sales profits into a single bank account.

How do I open a second Etsy shop?

To open a second Etsy shop, you’ll first want to log out of your Etsy account. Etsy has a walkthrough on its website, but we’ll explain it below.

To log out of your account, click on the profile button in the top right-hand corner of the Etsy page. At the bottom of the drop-down menu, there will be a “Sign Out” option. Click on it.

Now, click on the “Sign In” button in the top right-hand corner of the page. A pop-up window will appear.

Instead of entering your username and password as you usually would when you sign into Etsy, click on the “Register” button. This will take you to a page to create a new account.

Just like creating your first account, you will need to have an email address. Remember, this email address must be unique, meaning it is not attached to a current Etsy account.

You will also need your name. This can be the same name as your current Etsy account or a different name. After that, create a password.

Once you have set up the new Etsy account, you’re ready to open your second shop.

How to create a second Etsy shop?

To create a second Etsy shop, you take the same steps you took to launch your first Etsy shop. You need to choose an excellent shop name, and you should have a list of names prepared before you begin opening your shop. Often naming the shop is the hardest part so don’t be too picky and let it slow you down.

Once you have your list, click the “Get Started” button, and you’re underway. Etsy will ask you to choose your shop language, country, and currency. Once you’ve selected your preferences, click “Save and Continue.”

Then, it’s time to choose the shop name. You can put your first preference in the “Shop Name” box and click “Check Availability.” If the name is available, you’re ready to start listing. If not, work your way down your list of potential shop names until you reach an available option.

The last step is something you’re familiar with if you already run an Etsy shop. It’s time to stock your shop.

It is important to note that sometimes Etsy suspends new shops as they are trying to figure out if your shop is legit.

Can you link two Etsy shops?

Running two Etsy shops can become double the work if you’re not careful. You’ll end up logging into Etsy to run one of your shops, logging out, and then logging into your second account to manage the second shop.

That’s a lot of extra steps.

It would be nice if Etsy allowed you to link your Etsy shops, but that’s not an option currently. To date, there is no way to link your Etsy shops to one account, and there’s no way to transfer listings from one Etsy shop to another.

Separate also means no merging. Etsy will not allow you to merge two Etsy accounts, just like it will not allow you to link the two shops.

How do I manage multiple Etsy shops?

So, what can you do to make managing multiple Etsy shops a little easier?

First, Etsy suggests that you use two different browsers. According to Etsy, most browsers will not allow you to sign into multiple accounts at one time.

Instead of logging in to an account and then logging out so you can log in to the same web browser with your second account, use two different browsers.

Log in to one Etsy account through your Google Chrome browser, then use your Safari, or Microsoft Edge browser to log in to your second Etsy account.

While this isn’t much faster, it will at least keep you from having to log in and log out of your profiles all of the time.

Can I manage multiple Etsy shops on the Etsy app?

The Etsy app makes it a little easier to manage multiple shops. With the Etsy app, you don’t need to log in and log out each time you want to switch accounts. Instead, you can use the app to toggle between your Etsy accounts.

In this way, Etsy’s app is better to use than a computer since it’s more versatile.

However, this does not keep you from using a computer for your Etsy shop management altogether.

You cannot do certain things with the Etsy app, such as changing your shop name. For that, you would need to use a computer to log on to your Etsy account and change the shop name from there.

Is it better to have multiple Etsy shops?

In general is it better to have multiple Etsy shops depends on the seller's specific circumstances, needs and business goals, but there are different situations which to consider when it comes opening a second shop a smart and necessary decision.

1) Exploring different niches

Selling to new audiences is the most common reason for running multiple Etsy stores.

In fact, defining a niche is crucial to achieving success in Etsy. If your store is trying to reach everyone and missing a unique value proposition, it may be the time to find a niche and distribute your products in different stores.

2) Having too many products

You may not want to target different audiences, but feel like your store has too many products.

In that case, one of the options is to create another store to help organize your product line.

For example, open a second Etsy shop selling only t-shirts, if you first shop has only mugs or selling digital downloads.

3) Reducing shipping costs

Shipping costs considerably affect a store’s profitability and customers’ purchasing decisions.

Some sellers may benefit by creating separate shops to attend different locations to reduce shipping fees and simplify your store’s customer experience.

4) Selling digital products

As we already mentioned sellers can consider creating a second Etsy shop to sell downloadable and printable files, like planners, calendars, or journals.

A shop specializing in digital products may expand your audience and boost profitability because these products are easily accessible, and there are no shipping fees.

What are the advantages and disadvantages of having multiple Etsy stores?

In overall there are some pros and cons to consider of having multiple Etsy shops and we created a short list of them to be aware when you decide to take this step.


  • Sell in other niches and markets;
  • Expand your product line and reach more customers;
  • Test different pricing and marketing strategies;
  • You don't need to apply for a new credit card or open a dedicated business bank account for two different Etsy shops;
  • Each shop can be optimized for different keywords, potentially increasing visibility on Etsy and search engines - for more information you can check our blog;
  • Easier to manage and organize inventory specific to each shop’s focus;


  • Creating and managing various Etsy accounts for more than one shop is more time-consuming;
  • You must use different email addresses to log in, create, and access your accounts;
  • Marketing and promoting more than one shop can add costs;
  • Splitting your attention between multiple shops might make it harder to grow any single shop quickly and effectively;
  • If customers find multiple shops with similar products under your name, it might cause confusion or dilute your brand’s perceived uniqueness.

Are there any other disadvantages to opening a second Etsy shop?

Etsy does not allow two shops to sell the same thing according to their Seller handbook. Some fraudulent sellers may use that method to game the system.

It’s important to avoid creating a second Etsy shop to improve the visibility of your items in search results by listing the same products.

Such actions can result in your shop being reported and removed from the site, so it’s essential to adhere to Etsy’s policies and guidelines to maintain a positive seller experience.

Etsy also requires that you disclose you own both shops so don’t forget to mention that in your About section. They want transparency for their buyers. Some shop owners forget this disclosure as it is easy to overlook.

Are there alternatives to opening multiple Etsy shops?

Sections and Categories

Use sections within a single shop to organize different types of products.

Brand Cohesion

Develop a cohesive brand that can encompass various product lines, allowing you to market more effectively without splitting into multiple shops.

Testing and Feedback

Start with one shop and test various product lines. Gather customer feedback before deciding to split into multiple shops.


Deciding whether to operate multiple Etsy shops depends on your specific business needs and goals. While Etsy allows and even encourages sellers to open multiple shops for different product lines or brands, it's important to weigh the pros and cons carefully. Multiple shops can help you target different audiences, organize your product offerings, and optimize for various keywords, but they also require more time, effort, and resources to manage effectively.

For some, the ability to sell in distinct niches and reduce shipping costs justifies the additional workload. For others, maintaining a single shop with well-defined sections and a cohesive brand might be the better approach. Remember, Etsy requires that you use separate email addresses for each shop and disclose ownership of multiple shops transparently.

Ultimately, your decision should be guided by your ability to manage multiple shops without diluting your brand or overwhelming your resources. Consider starting with one shop, expanding your product lines, and using customer feedback to determine if opening additional shops is a smart and necessary step for your business growth.

Georgi Bosilkov
Etsy SEO Team Lead

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