You can do it yourself BUT it is more work. There are many eCart type programmes that you can use but they require some knowledge of web design and a fair bit of configuration. Alternatively you can use Wordpress and a shopping cart plug-in which is what i have created for an author friend as it allows you to bog about your books as well as sell them all in one place. If you are trying to compete with Amazon, Smashwords or similar you may be too late to the party but for yourself it may be OK BUT you will need to market your site to get people to visit and buy.
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