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exactly. i think part of the problem is people see cathkidston.com and think "that looks easy, yeah i'll do that".
deleted-
Also, bang an Etsy up and see what happens. The whole process of making a website with shop functionality is a MUCH bigger undertaking. Admittedly not as big as it used to be with things like square space and big cartel, but having a standalone website is like having a shop with no footfall, compared to Etsy being more like a market stall (not a great analogy but you get the idea).
Nef
The product is instantly searchable on Etsy which provides a much greater degree of exposure. A standalone website is unlikely to have any serendipitous traffic, unless you pay for Google listings etc.