Actually setting up your own website is not necessarily more expensive than ebay fees.  I ran my own website for five years (closed down last year due to personal reasons) very successfully and cheaply - it got to the point that website sales so outstripped ebay that I gave up ebay completely (just back on here recently to get rid of the last of my stock, but will sell it at the Sunday markets after 15 Sept, for only $15 flat fee). My original website was custom built and yes, very expensive to set up and maintain, but as I outgrew that web developer (and got a lot smarter about the costs), I switched to  BigCommerce.com.au. It was really easy to use, (including fully customisable templates) and much cheaper than ebay fees, once you took into account listing and FVF fees.  There is a flat monthly fee for the Bigcommerce set-up which includes the hosting. You don't even have to go the merchant account/gateway if you don't want to, as the shopping cart can be fully integrated with paypal. I am sure there are more website systems out there like that, but Bigcommerce worked really well for me.

Should also have mentioned that they have a free 15 day trial so you can trial all of the features before committing.  And no, I'm not affiliated in any way, just a satisfied customer.