Been there done that. Remember Eclectic Beadery? It was well done and had a lot of talent (still does) but it's hard to get customers. It took so much of my time that I didn't have time to make beads. Most of that time was devoted to maintaining the site and advertising. And we didn't get a lot of business, because good advertising costs money.
Most artists do not have the means to maintain and advertise their own site enough to get enough customers to justify the cost. eBay does that for a fraction of the cost. The fees are very well worth it.