I can't tell you how many times I get this question. I would say it really depends on your specific niche. If you carry dollar store items or more of flea market genre then I would say ebay is the better choice. Mainly because you would benifit from ebay's large audience at a more economic standpoint than you would if you invested money and advertising into your own website. The main attraction to ebay is that they do all the advertising for you. Customers know ebay, they check ebay, and they definetly buy from ebay. So as a result the customers are there, its just up to you to lay your merchandise out for them to see. If you were to open a website for dollar store items, it would be very expensive and time consuming to market each individual product. To create an adword campaign for each product would put you out of business the first week. Now I'm not saying it can't be done with a website, because it can and it is. However its not an easy task. I myself sell brand name apparel. So hands down opening up a website would be a better choice than using ebay. I'm not saying it won't work, because I sell on ebay as well and use it as another avenue of revenue. However I pull a much larger margin from my own website than I do ebay. Why? Having your own website is like operating a closed market, where you dictate the prices, styles, and terms. Once a customers visits your website, hes yours. You can tell him or her what the prices are and what your specific terms are. And if they choose to purchase something from your site you have the oppurtunity to form a long lasting relationship with that customer for years to come. Now, with ebay, customers have choices and in my opinion too much freedom. Why do you think its so hard to find the right niche to even pull a small margin? You have thousands of competitors doing the very same thing you are(not really much) I'll give you a real life example. I sell North Face Denali fleece both on ebay and my own site. On ebay I get on average 70-85 for North Face denali Fleece. (Higher for rare colors and this holiday season) On my website I have a fixed price of 110.00(free shipping) This price does not change. Its my store price. I run a Adowrds campaign that costs me about 52.00 per day. I sell about 5-6 jackets per day at 110.00 each. Thats roughly 600.00 per day. And I also compile a list of customers who bought from me and e-mail them weekly updates on new styles. They are now my customers who trust me and love my site. Not with ebay...customers who purchase from me don't even give me a second look, they have a sea of choices. For more advice or if you want to carry some of our products feel free to PM me.