Why would you split up your etsy shop?

I swear, every day there's a new thread in the etsy forums by a shop owner trying to decide whether to open a second shop. Ninety-nine times out of 100, I think it's an awful idea.

I mean, I just blogged about how the best way to promote your shop is to have more items for sale... when you split up your shop, you're diluting your efforts exponentially. Why do you think Target is so successful? Because people run in for a box of detergent, and right there in front is a fabulous new dress they never imagined needing today. But they buy it! That's what you're missing out on, the serendipity, the combining.

I've even seen people suggest that you post links to your other shop from the listings in your first one... what a mess. Those links should be around to show people around to things you think they might be interested in. If you start a second shop, you're basically assuming that they're not interested in your new product line. So what's the point?

And don't get me started on the etsy functionality headaches... customers at your second shop won't be able to see the feedback you've earned from your first one. When you post in teams, people can't see that you have multiple shops. Customers can't combine shipping on orders from multiple shops... that's a barrier that can DEFINITELY cost you sales.

I think people try to split off shops for all the wrong reasons... they want a new banner, or they want a different color scheme in their new products and don't want the backgrounds to clash. Puh-lease. 90% of your shop sales come from the search anyway, customers don't get to etsy through your shop unless they're your friends, and they care even less about your color scheme.

The whole point of etsy is that shoppers buy from people. There is only one you. Don't try to be a conglomerate, be yourself. Keep your shop as your shop and have it reflect all the dimensions of your wonderful personality. That's what people love about buying handmade.