I’ve seen business owners selling the same products through two websites. The difference between both of them are only copy writing – the tone they use to talk to customers, and design – presenting goods using different layout.
In my opinion this is a good way to for testing out ideas. We all have different ideas when it comes to everything – for example, what are the products to be place in the first page, where to place contact details, how large should our product photo be, etc. Without putting out our ideas in the wild, we are just guessing with our own bias on how our customers might behave when we throw something out on our website.
By having multiple site to try out different ideas, we can be certain on what works and what doesn’t. And then we will get better in understanding our customers, as times goes by.