Just to throw in my 2 cents... I'm going through this same process right now. Actually HAVE BEEN for quite a while but only tinkering when I have time. I'm not finished or settled on everything but I can share what I know so far.
I too have very little interest in ETSY. I don't like the idea of having to up my prices to cover all the fees. And I agree there is already too much competition. I'm sure it's a great company and wonderful for many but it's just not for me. I do internal (non-internet) web development for my company so I decided to see what I could do on my own.
I registered my domain name with 1and1.com. It belongs to me and I can do whatever I like with it as long as I pay the $7 bucks or so for it each year. They offer hosting, domain registration as well as canned site design software and templates. Initially I was using their canned templates to play with my site but really didn't like that I had no real control over it. And I would not be able to migrate my site to another host if I ever wanted to. However you don't HAVE to use their software... you can upload your own code and then you would be able to move it to another host at will. They offer both Linux and Windows servers and lots of software options as well as several hosting packages to fit your needs.
They have a control panel which let's you easily and pretty immediately redirect your domain... which I did when I decided to try out a new host (A to Z) who supports ColdFusion (which I use in my job). I could have switched the domain registration to them too but like Kate says... I like the idea of keeping them in different places and I don't feel like waiting for the transfer to happen. If for whatever reason I decide I don't like my web host I can simply create an account in minutes with
another host and then point my domain there. Assuming I have a local copy of my website files (I do) I could probably have it up and running on a new host inside of an hour or two.
As far as the web site software, I tried Wordpress on someone else's recommendation (see Wordpress.org). It is basically an open source blogging software with tons of free plugins. Many people use this for their website even if their site is not a traditional blog. I liked it but found it a bit clunky and a little slow. However I would still recommend looking at it and trying it out to decide for yourself. THOUSANDS of people use it and love it.
This brings me to last week where I discovered MANGO... which is simply another free canned blogging tool just like Wordpress. I set it up in under 30 minutes and have been playing with it ever since. I REALLY like it so far. It is not quite as widely used as WP but still very popular. I think it does the same job as WP but maybe a little better and a little easier.
Both WP and Mango use an online Admin page to control the content and settings and plugins on your site. Both have lots of free "skins" that control how your site looks and changing to a new skin can be done in a few clicks. Unless you are very picky like me... you may not need to do any actual coding. Both allow you to have multiple custom non-blog type pages (which we will need to show our products etc) though to me Mango makes this a little easier. Both allow people to "subscribe" to your site and be alerted when new posts are made.
Getting started is not too hard though you may want to get a techie friend or a teenager involved for support
. Both require a database to be configured which is not really that difficult. And once it is setup you don't really need to think about it again. You mainly just need to name it and setup a user and password... then feed that info into your setup program. Both require a one time download of their files and an upload to your host... then almost everything (including updates) is done online from your admin page.
You can make changes to individual files and upload those but it's not mandatory. If you want some help with HTML or other code I highly recommend looking at the free tutorials and reference at
I have not played with a shopping cart yet but planned to use Mals because I understand you can make the product links fit into your visual design.
Sorry this is so long... I just hope to maybe save someone some time and effort.
I will certainly add my site to my signature when it's ready to go live.