Store allow you to separate your products under different brands and identities.
Products tied to a particular store will be listed under that storefront's name, and each store receives a dedicated page with your own branding, where buyers can search for products published under that store.
Products not tied to a particular store will always be listed under your own username and linked to your creator page, which will always contain all of your products, regardless of what stores you may have also added them to.
You must upgrade to Ultimate in order to create stores.
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