The problem with your own website as compared to a shopping network site where storefronts are free or very cheap is this.
According to Netcraft: www.labnol.org/internet/total-websites-on-internet.../5206/
there are about 182 million as of 2008.
So, someone finding your site is 1 in 182 million. Imagine trying to look at 182 million billboards to find what you want. Type in any product in google and you will find 20 to over 100 MILLION results.
Shopping networks such as e-bay, Amazon, yahoo and such at least narrow down the field. If you can be price competitive, Google product search can actually send some customers your way.
Selling online can be a tough business. You have to find reliable suppliers
that you can buy from with competitive prices. Problem is, everyone claims to be a supplier or wholesaler, but most are just middleman making profit off your lack of knowledge.
I am not trying to discourage anyone, just letting you know a little about the reality of the business.