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I'm not sure why you want to set up your own site, and there can be good reasons for wanting to do it yourself.
There are several options to consider.
1) ebooks are just another good. Any shopping cart solution will work. At the low end, consider eBa. Or just set up webpages and use paypal to collect funds. Search for something like "ecommerce applications fo my web site". Or "shopping carts" or stores.
2) sell it on an existing store. For example, sell it through Amazon. Amabzob will take a 30% cut. Then, set up your own web pages with buy links that go back to Amazon. If you also sign up as an Amazon associate/affiliate, Amazon will give you back from 4% to 8% making your net cost as low as 22%. Smashwords.com is another popular self publishing choice. You can also look into b&n or explore Baen's webscriptions (they don't do self publishing, but they do sell books from other publishers.
Depending on the direction you go, the missing piece may be in book production. Sigil can be found at the top level of these forums. It is a tool to help you edit ePub format. You can use calibre to then convert to other formats. Alternatively, calibre can take source documents in formats like rich txt and convert them to various formats.
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