We have two shops. one for physical prints and one for digital downloads. You do need two email accounts. I think it can be a two-edged sword, because having another shop might allow you to spread your listings out so that the amount of listings in one shop doesn't seem overwhelming, but you also end up starting over with your shop relevancy. I don't know if this is still true, but it used to be true that the more listings you had the more you show up in searches and categories, because it shows a greater investment and legitimacy to Etsy. That may not still be true. Our second shop is a lot smaller and we don't spend a lot of time promoting it, but have still gotten a handful of sales from it, so it may be worth it eventually.