I did the same thing as my other venue to sale,because relying on am for money is pretty stressing.
Paypal wont limit you unless you sell too much or ⊗⊗⊗⊗ stuff. If you think,you can setup a website and sell for example only DVDs,good luck because then Paypal will do just that.
You can have Google checkout,very nice and easy to use. also you need a merchant account to accept credit cards beside Paypal.
If you have a solid company to host your ecommerce website and you have patience,you can learn SEO without spending a penny. It takes time but all is possible.
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