You can't do much better than to use rob's site, I have been using his free template builder for many years now and used in conjunction with his hosting site, EAPH.com, (a very small monthly charge) and Turbo Lister you have no need to pay hundreds of dollars for a store front.

Once you have your store up and running and you are selling enough to make it worthwhile you could use a custom store front instead of what is available through ebay but it is not something you should be spending money on until you know it is going to be cost effective.