diff --git a/imports/plugins/core/accounts/client/components/updateEmail.js b/imports/plugins/core/accounts/client/components/updateEmail.js
index c4d2cbef75d..4f3f05af2ca 100644
--- a/imports/plugins/core/accounts/client/components/updateEmail.js
+++ b/imports/plugins/core/accounts/client/components/updateEmail.js
@@ -50,7 +50,7 @@ class UpdateEmail extends Component {
         />
         <Components.Button
           bezelStyle={"solid"}
-          icon={showSpinner && "fa fa-spin fa-circle-o-notch"}
+          icon={showSpinner ? "fa fa-spin fa-circle-o-notch" : ""}
           i18nKeyLabel={showSpinner ? "accountsUI.updatingEmailAddress" : "accountsUI.updateEmailAddress"}
           label={showSpinner ? "Updating Email Address" : "Update Email Address"}
           status={"primary"}
diff --git a/imports/plugins/core/accounts/client/templates/profile/profile.html b/imports/plugins/core/accounts/client/templates/profile/profile.html
index 0561fe0bbe0..b54e1c41300 100644
--- a/imports/plugins/core/accounts/client/templates/profile/profile.html
+++ b/imports/plugins/core/accounts/client/templates/profile/profile.html
@@ -45,7 +45,7 @@ <h3 class="panel-title" data-i18n="accountsUI.yourOrders">Your Orders</h3>
       {{> addressBookPanel}}
     </div>
 
-    {{#if isMarketplaceGuest }}
+    {{#if showMerchantSignup }}
       <div class="flex-item">
         <div class="panel panel-default">
           <div class="panel-heading">
@@ -57,18 +57,6 @@ <h3 class="panel-title" data-i18n="marketplace.becomeSeller">Become a Seller</h3
           </div>
         </div>
       </div>
-
-      <div class="flex-item">
-        <div class="panel panel-default">
-          <div class="panel-heading">
-            <h3 class="panel-title" data-i18n="marketplace.stripeConnectSignup">Start Accepting Payments</h3>
-          </div>
-
-          <div class="panel-content">
-            {{> stripeConnectSignupButton}}
-          </div>
-        </div>
-      </div>
     {{/if}}
   </div>
 
diff --git a/imports/plugins/core/accounts/client/templates/profile/profile.js b/imports/plugins/core/accounts/client/templates/profile/profile.js
index 88c4c0f0c26..a6ec8b2dbf9 100644
--- a/imports/plugins/core/accounts/client/templates/profile/profile.js
+++ b/imports/plugins/core/accounts/client/templates/profile/profile.js
@@ -1,6 +1,5 @@
 import { Meteor } from "meteor/meteor";
 import { Template } from "meteor/templating";
-import { Roles } from "meteor/alanning:roles";
 import { ReactiveVar } from "meteor/reactive-var";
 import { Reaction } from "/client/api";
 import { i18next } from  "/client/api";
@@ -66,55 +65,38 @@ Template.accountProfile.helpers({
     }
   },
 
-  /**
-   * User's account profile
-   * @return {Object} account profile
-   */
-  account() {
-    return Collections.Accounts.findOne();
-  },
-
   /**
    * User's display name
    * @return {String} display name
    */
   displayName() {
-    const userId = Meteor.userId() || {};
-    const user = Collections.Accounts.findOne(userId);
-
-    if (user) {
-      if (user.name) {
-        return user.name;
-      } else if (user.username) {
-        return user.username;
-      } else if (user.profile && user.profile.name) {
-        return user.profile.name;
+    if (Reaction.Subscriptions && Reaction.Subscriptions.Account && Reaction.Subscriptions.Account.ready()) {
+      const account = Collections.Accounts.findOne(Meteor.userId());
+      if (account) {
+        if (account.name) {
+          return account.name;
+        } else if (account.username) {
+          return account.username;
+        } else if (account.profile && account.profile.name) {
+          return account.profile.name;
+        }
       }
     }
 
-    if (Roles.userIsInRole(user._id || user.userId, "account/profile",
-      Reaction.getShopId())) {
+    if (Reaction.hasPermission("account/profile")) {
       return i18next.t("accountsUI.guest", { defaultValue: "Guest" });
     }
   },
 
-  /**
-   * Returns the address book default view
-   * @return {String} "addressBookGrid" || "addressBookAdd"
-   */
-  addressBookView: function () {
-    const account = Collections.Accounts.findOne();
-    if (account.profile) {
-      return "addressBookGrid";
+  showMerchantSignup: function () {
+    if (Reaction.Subscriptions && Reaction.Subscriptions.Account && Reaction.Subscriptions.Account.ready()) {
+      const account = Collections.Accounts.findOne({ _id: Meteor.userId() });
+      const marketplaceEnabled = Reaction.marketplace && Reaction.marketplace.enabled === true;
+      const allowMerchantSignup = Reaction.marketplace && Reaction.marketplace.allowMerchantSignup === true;
+      // A user has the primaryShopId until a shop is created for them.
+      const userHasShop = account.shopId !== Reaction.getPrimaryShopId();
+      return marketplaceEnabled && allowMerchantSignup && !userHasShop;
     }
-    return "addressBookAdd";
-  },
-
-  isMarketplaceGuest: function () {
-    return (Reaction.hasMarketplaceAccess("guest") && !Reaction.hasAdminAccess());
-  },
-
-  isMarketplaceSeller: function () {
-    return (Reaction.hasMarketplaceAccess() && !Reaction.hasOwnerAccess());
+    return false;
   }
 });
diff --git a/imports/plugins/included/marketplace/client/templates/becomeSellerButton/becomeSellerButton.html b/imports/plugins/included/marketplace/client/templates/becomeSellerButton/becomeSellerButton.html
index c1dd773326f..7e51c1f9cca 100644
--- a/imports/plugins/included/marketplace/client/templates/becomeSellerButton/becomeSellerButton.html
+++ b/imports/plugins/included/marketplace/client/templates/becomeSellerButton/becomeSellerButton.html
@@ -1,6 +1,6 @@
 <template name="becomeSellerButton">
   <button
-    class="btn {{classes}}"
+    class="btn btn-info"
     data-event-category="marketplace"
     data-event-action="button-click-become-seller"
     data-event-label="Become a Seller button click"
diff --git a/imports/plugins/included/marketplace/client/templates/becomeSellerButton/becomeSellerButton.js b/imports/plugins/included/marketplace/client/templates/becomeSellerButton/becomeSellerButton.js
index 7472ad10500..ad9a85b570c 100644
--- a/imports/plugins/included/marketplace/client/templates/becomeSellerButton/becomeSellerButton.js
+++ b/imports/plugins/included/marketplace/client/templates/becomeSellerButton/becomeSellerButton.js
@@ -2,33 +2,12 @@ import { Meteor } from "meteor/meteor";
 import { Template } from "meteor/templating";
 import { Reaction, i18next } from "/client/api";
 
-
-// Page
-
-
-// Button
-Template.becomeSellerButton.helpers({
-  /**
-   * Give it a size and style
-   * @return {String} The classes
-   */
-  classes() {
-    const classes = [
-      (this.type || "btn-info"),
-      (this.size || "")
-    ];
-
-    return classes.join(" ");
-  }
-});
-
-
 Template.becomeSellerButton.events({
   "click [data-event-action='button-click-become-seller']": function () {
     Meteor.call("shop/createShop", Meteor.userId(), function (error, response) {
       if (error) {
         const errorMessage = i18next.t("marketplace.errorCannotCreateShop", { defaultValue: "Could not create shop for current user {{user}}" });
-        return Alerts.toast(errorMessage, "error");
+        return Alerts.toast(`${errorMessage} ${error}`, "error");
       }
 
       const success = i18next.t("marketplace.yourShopIsReady", { defaultValue: "Your shop is now ready!" });
diff --git a/imports/plugins/included/marketplace/client/templates/dashboard/settings.html b/imports/plugins/included/marketplace/client/templates/dashboard/settings.html
index 2ecc1bee2c2..d53ef17a706 100644
--- a/imports/plugins/included/marketplace/client/templates/dashboard/settings.html
+++ b/imports/plugins/included/marketplace/client/templates/dashboard/settings.html
@@ -1,27 +1,8 @@
-<template name="marketplaceSettings">
-    <div class="panel panel-default">
-      <div class="panel-heading panel-heading-flex">
-        <h3 class="panel-title">
-          <i class="{{PackageData.settings.icon}}"></i> General
-        </h3>
-      </div>
-      <div class="panel-body">
-        {{#autoForm collection=Collections.Packages schema=MarketplacePackageConfig
-                    doc=packageData id="marketplaceOptionsForm" type="update" autosave=true}}
-          {{> afFieldInput name="settings.public.allowGuestSellers"}}
-        {{/autoForm}}
-
-        {{schema}}
-      </div>
-    </div>
-</template>
-
 <template name="marketplaceShopSettings">
   {{#autoForm collection=Collections.Packages schema=MarketplacePackageConfig
               doc=packageData id="marketplaceOptionsForm" type="update" autosave=true}}
-    {{> afFieldInput name="settings.public.allowGuestSellers"}}
-    {{> afFieldInput name="settings.public.merchantFulfillment"}}
     {{> afFieldInput name="settings.public.allowMerchantSignup"}}
+    <!-- TODO: As we add optional functionality to marketplace, add options here -->
   {{/autoForm}}
 
   {{schema}}
diff --git a/imports/plugins/included/marketplace/client/templates/dashboard/settings.js b/imports/plugins/included/marketplace/client/templates/dashboard/settings.js
index 982f2ca2254..9a53f8f5d2b 100644
--- a/imports/plugins/included/marketplace/client/templates/dashboard/settings.js
+++ b/imports/plugins/included/marketplace/client/templates/dashboard/settings.js
@@ -6,10 +6,10 @@ import { MarketplacePackageConfig } from "../../../lib/collections/schemas";
 import { Components } from "@reactioncommerce/reaction-components";
 
 /**
- * marketplaceSettings helpers
+ * marketplaceShopSettings helpers
  *
  */
-Template.marketplaceSettings.helpers({
+Template.marketplaceShopSettings.helpers({
   MarketplacePackageConfig() {
     return MarketplacePackageConfig;
   },
@@ -25,11 +25,6 @@ Template.marketplaceSettings.helpers({
   }
 });
 
-/**
- * marketplace Catalog settings
- */
-Template.marketplaceShopSettings.inheritsHelpersFrom("marketplaceSettings");
-
 /**
  * marketplaceSettings autoform alerts
  */
diff --git a/imports/plugins/included/marketplace/lib/collections/schemas/marketplace.js b/imports/plugins/included/marketplace/lib/collections/schemas/marketplace.js
index aa622bf867e..a46a68dec49 100644
--- a/imports/plugins/included/marketplace/lib/collections/schemas/marketplace.js
+++ b/imports/plugins/included/marketplace/lib/collections/schemas/marketplace.js
@@ -58,6 +58,9 @@ export const MarketplacePackageConfig = new SimpleSchema([
       type: Boolean,
       defaultValue: false
     },
+    // Deprecated - no longer used in any marketplace considerations
+    // marketplace is enabled and disabled via the package
+    // seller signup is controlled by the allowMerchantSignup setting
     "settings.public.allowGuestSellers": {
       type: Boolean,
       defaultValue: false
diff --git a/imports/plugins/included/marketplace/register.js b/imports/plugins/included/marketplace/register.js
index df4a8fa999c..a38a4ce489a 100644
--- a/imports/plugins/included/marketplace/register.js
+++ b/imports/plugins/included/marketplace/register.js
@@ -49,7 +49,6 @@ Reaction.registerPackage({
       }]
     },
     public: {
-      allowGuestSellers: true, // TODO: Eliminate in favor of marketplace.enabled and allowMerchantSignup
       allowMerchantSignup: false, // Merchants can sign up without an invite
       marketplaceNakedRoutes: true, // Routes to the primary marketplace shop should not use shop prefix
       merchantCart: false, // Unique cart for each merchant
diff --git a/lib/api/core.js b/lib/api/core.js
index 0448642bad5..c3c82cb8c7e 100644
--- a/lib/api/core.js
+++ b/lib/api/core.js
@@ -93,31 +93,11 @@ function getSellerShop(user, noFallback = false) {
   return Shops.findOne({ _id });
 }
 
-/**
- * hasMarketplaceAccess
- * @summary Checks if the current user has access to the marketplace based on role(s),
- *          when the Marketplace module is enabled and with guest access on
- * @param {String|Array} role The role(s) to check for access
- * @returns {Boolean} True if current user has access
- */
-function hasMarketplaceAccess(role = "admin") {
-  const currentUser = Meteor.user();
-  const packageSettings = Core.Reaction.getPackageSettings("reaction-marketplace");
-
-  return (
-    packageSettings &&
-    packageSettings.enabled &&
-    packageSettings.settings.public.allowGuestSellers &&
-    Roles.userIsInRole(currentUser, role, this.getSellerShopId())
-  );
-}
-
 const Reaction = Object.assign(Core.Reaction, {
   isPackageEnabled,
   getSeller,
   getSellerShopId,
-  getSellerShop,
-  hasMarketplaceAccess
+  getSellerShop
 });
 
 export {
diff --git a/server/methods/core/shop.js b/server/methods/core/shop.js
index 0cb25b00fb6..f9adc13032c 100644
--- a/server/methods/core/shop.js
+++ b/server/methods/core/shop.js
@@ -24,72 +24,97 @@ Meteor.methods({
     check(shopAdminUserId, Match.Optional(String));
     check(shopData, Match.Optional(Schemas.Shop));
 
+    // Get the current marketplace settings
+    const marketplace = Reaction.getMarketplaceSettings();
+
+    // check to see if the current user has owner permissions for the primary shop
+    const hasPrimaryShopOwnerPermission = Reaction.hasPermission("owner", Meteor.userId(), Reaction.getPrimaryShopId());
+
+    // only permit merchant signup if marketplace is enabled and allowMerchantSignup is enabled
+    let allowMerchantShopCreation = false;
+    if (marketplace && marketplace.enabled && marketplace.public && marketplace.public.allowMerchantSignup) {
+      allowMerchantShopCreation = true;
+    }
+
     // must have owner access to create new shops when marketplace is disabled
-    if (!Reaction.hasOwnerAccess() && !Reaction.hasMarketplaceAccess("guest")) {
-      throw new Meteor.Error(403, "Access Denied");
+    if (!hasPrimaryShopOwnerPermission && !allowMerchantShopCreation) {
+      throw new Meteor.Error("access-denied", "Access Denied");
+    }
+
+    // Users may only create shops for themselves
+    if (!hasPrimaryShopOwnerPermission && shopAdminUserId !== Meteor.userId()) {
+      throw new Meteor.Error("access-denied", "Access Denied");
+    }
+
+    // Anonymous users should never be permitted to create a shop
+    if (!hasPrimaryShopOwnerPermission &&
+        Reaction.hasPermission("anonymous", Meteor.userId(), Reaction.getPrimaryShopId())) {
+      throw new Meteor.Error("access-denied", "Access Denied");
     }
 
-    // this.unblock();
     const count = Collections.Shops.find().count() || "";
     const currentUser = Meteor.user();
     const currentAccount = Collections.Accounts.findOne({ _id: currentUser._id });
-
     if (!currentUser) {
-      throw new Meteor.Error("Unable to create shop with specified user");
+      throw new Meteor.Error("Unable to create shop without a user");
+    }
+
+    let shopUser = currentUser;
+    let shopAccount = currentAccount;
+
+    // TODO: Create a grantable permission for creating shops so we can decouple ownership from shop creation
+    // Only marketplace owners can create shops for others
+    if (hasPrimaryShopOwnerPermission) {
+      shopUser = Meteor.users.findOne({ _id: shopAdminUserId }) || currentUser;
+      shopAccount = Collections.Accounts.findOne({ _id: shopAdminUserId }) || currentAccount;
+    }
+
+    // Disallow creation of multiple shops, even for marketplace owners
+    if (shopAccount.shopId !== Reaction.getPrimaryShopId()) {
+      throw new Meteor.Error("operation-not-permitted",
+        "This user already has a shop. Each user may only have one shop.");
     }
 
     // we'll accept a shop object, or clone the current shop
-    const shop = shopData || Collections.Shops.findOne(Reaction.getShopId());
-    // if we don't have any shop data, use fixture
+    const seedShop = shopData || Collections.Shops.findOne(Reaction.getPrimaryShopId());
 
     // Never create a second primary shop
-    if (shop.shopType === "primary") {
-      shop.shopType = "merchant";
+    if (seedShop.shopType === "primary") {
+      seedShop.shopType = "merchant";
     }
 
-    // identify a shop owner
-    const userId = shopAdminUserId || currentUser._id;
-
     // ensure unique id and shop name
-    shop._id = Random.id();
-    shop.name = shop.name + count;
+    seedShop._id = Random.id();
+    seedShop.name = seedShop.name + count;
 
     // We trust the owner's shop clone, check only when shopData is passed as an argument
     if (shopData) {
-      check(shop, Schemas.Shop);
+      check(seedShop, Schemas.Shop);
     }
 
-    // admin or marketplace needs to be on and guests allowed to create shops
-    if (currentUser && Reaction.hasMarketplaceAccess("guest")) {
-      // add user info for new shop
-      shop.emails = currentUser.emails;
-
-
-      // Reaction currently stores addressBook in Accounts collection not users
-      if (currentAccount && currentAccount.addressBook && Array.isArray(currentAccount.addressBook)) {
-        shop.addressBook = currentAccount.addressBook;
-      }
-
-      // TODO: SEUN REVIEW. Changed to above from below
-      // if (currentUser.profile && currentUser.profile.addressBook) {
-      //   shop.addressBook = [currentUser.profile && currentUser.profile.addressBook];
-      // }
+    const shop = Object.assign({}, seedShop, {
+      emails: shopUser.emails,
+      addressBook: shopAccount.addressBook
+    });
 
+    // Clean up values that get automatically added
+    delete shop.createdAt;
+    delete shop.updatedAt;
+    delete shop.slug;
+    // TODO audience permissions need to be consolidated into [object] and not [string]
+    // permissions with [string] on layout ie. orders and checkout, cause the insert to fail
+    delete shop.layout;
 
-      // clean up new shop
-      delete shop.createdAt;
-      delete shop.updatedAt;
-      // TODO audience permissions need to be consolidated into [object] and not [string]
-      // permissions with [string] on layout ie. orders and checkout, cause the insert to fail
-      delete shop.layout;
-    }
+    let newShopId;
 
     try {
-      Collections.Shops.insert(shop);
+      newShopId = Collections.Shops.insert(shop);
     } catch (error) {
       return Logger.error(error, "Failed to shop/createShop");
     }
 
+    const newShop = Collections.Shops.findOne({ _id: newShopId });
+
     // we should have created new shop, or errored
     Logger.info("Created shop: ", shop._id);
 
@@ -97,8 +122,8 @@ Meteor.methods({
     Reaction.insertPackagesForShop(shop._id);
     Reaction.createDefaultGroups({ shopId: shop._id });
     const ownerGroup = Collections.Groups.findOne({ slug: "owner", shopId: shop._id });
-    Roles.addUsersToRoles([currentUser, userId], ownerGroup.permissions, shop._id);
-    Collections.Accounts.update({ _id: userId }, {
+    Roles.addUsersToRoles([currentUser, shopUser._id], ownerGroup.permissions, shop._id);
+    Collections.Accounts.update({ _id: shopUser._id }, {
       $set: {
         shopId: shop._id
       },
@@ -107,6 +132,17 @@ Meteor.methods({
       }
     });
 
+    // Add this shop to the merchant
+    Collections.Shops.update({ _id: Reaction.getPrimaryShopId() }, {
+      $addToSet: {
+        merchantShops: {
+          _id: newShop._id,
+          slug: newShop.slug,
+          name: newShop.name
+        }
+      }
+    });
+
     // Set active shop to new shop.
     return { shopId: shop._id };
   },
diff --git a/server/methods/core/shops.app-test.js b/server/methods/core/shops.app-test.js
index b2b47cf4920..bc7b212c7c9 100644
--- a/server/methods/core/shops.app-test.js
+++ b/server/methods/core/shops.app-test.js
@@ -1,5 +1,6 @@
 /* eslint dot-notation: 0 */
 import { Meteor } from "meteor/meteor";
+import { Random } from "meteor/random";
 import { expect } from "meteor/practicalmeteor:chai";
 import { Factory } from "meteor/dburles:factory";
 import { sinon, stubs, spies } from "meteor/practicalmeteor:sinon";
@@ -69,8 +70,11 @@ describe("core shop methods", function () {
           }]
         };
       });
+      const shopId = Random.id();
+      Factory.create("account", { _id: "12345678", shopId: shopId });
 
-      sandbox.stub(Reaction, "hasOwnerAccess", () => true);
+      sandbox.stub(Reaction, "hasPermission", () => true);
+      sandbox.stub(Reaction, "getPrimaryShopId", () => shopId);
       Meteor.call("shop/createShop", "12345678", shop);
       const newShopCount = Shops.find({ name: shop.name }).count();
       expect(newShopCount).to.equal(1);