I really wish there was an easy way to make an ecommerce site that was very popular
Start with a popular and a new one (your own) at the same time. Sell on both and while selling on the popular one, advertise the non-popular one in every possible way, even in that popular website.
I did this a year and a half ago and today I can stay away from feebay. I am having an average of 1-2 sales daily, but since I sell services, about 98% of the revenue turns into profit. I sell also some related goods that are cheaper on feebay, but many prefer to buy from me. I attribute that to (1) promotion and tactics, (2) the customer finding my product first because of that promo and (3) feebay is every time less trusted by many buyers due to scams, Chinese replicas, etc.
I average a net of $3500 - $4000 a month. May be not much, but it's net, no fees and for me is OK for now.
I could not get rid of PayPal due to bad credit, not allowing me to use my own merchant account. So I use paypal standard checkout. Not a problem until now. Now my nightmare is the IRS with the new law for online payment collectors reporting to them after annually $20K or more.
So summarizing, it takes some time, but if you start today, maybe next year or two you will be on your way, laughing out of feebay.
P.S.
For eCommerce platform, I use ZenCart (free), a TM template I got from a forum (free too), shared hosting (very cheap) and not even have SSL.