A store is more reasonable to put your name on because generally if you want to meet the person running it you could just walk into it regardless of whether you know their name.
The internet has created a culture of deranged harassment that makes posting your identity online alongside anything you publish more insane than ever. And your market is more or less the entire world rather than your local community.
Occasionally mobs of hateful psychos will target individuals with harassment. There is absolutely not enough protection from unwanted messages, unwanted phone calls, false reports to SWAT teams, identity theft, who knows what else.
Europe has basically applied the same principle to websites as to stores, unlike the US where both websites and stores can be fairly anonymous.