You'll probably be surprised to hear this but I am STILL waging an internal war about hosting for my website Mee a Bee.com. I've done an about face and am back on Virb. The long and the short of it is that I don't have time to keep updating an independent site. Virb makes it easy since it pulls the items automagically from my Etsy store.
I wrote a guide to setting up 'shop' on Virb last year. It's still current information - I used it myself to get set up this evening - but my branding has changed, I'm no longer operating as Heartfil. Disregarding that info please read the guide. I hope it might be of use. It's a downloadable PDF.
In my next post I will outline some of the things to consider when setting up your own website.