I've never really tried selling products on Ebay, because with the few attempts I've made the auctions, fees and other shipping head aches made it now worth it.
Right now I'm working with Prostores.com it is owned by Ebay, but basically gives you templates to set up your own web address and online store fees are low, around $30/month and there is a small transaction fee of a couple percent, but they also set up all your invoices, shopping carts and templates that you can use as is or modify with HTML.
Not the option for everyone as you need to be selling a fair amount each month, but very userfriendly and helpful so far.
check out the site as a sample: www.HappyScarf.com