This article applies to Classic Commerce. (Looking for Contextual Commerce documentation?)
There are a number of reasons why you might like an additional store in your account. If you are using more than one website to sell products, and you need to have different settings in Store Settings, such as support contact information or different available payment methods, then an additional store may be a good option. If, however, you just need to have a different visual look and feel for your new products, you do not need an additional store. You can make a request for an additional store by opening a support ticket. Please include the additional URL where you will be selling your products, as well as a brief description of your products.