Definitely, go for ebay listings. u will be able to sell faster. but u also create ur own store using this ebay listings. there are companies out there that will provide u 'ebay listings import tool' using which u can create ur own store without having to re-enter data. u should do both but not create a store outside ebay where to purchase the customer is linked back to ebay listing.
If you're looking to sell products quick, here is what I would do. eBay AUCTIONS, craigslist, overstock Auctions and possibly Amazon. I understand the long-term intention of starting the business but the best way to get a grasp on that market is start to sell in the fashion i listed above to see what results you get before you invest TIME in uploading products to a store, etc.
i closed my ebay store a few months back. their fees were ridiculous!. all of my earnings went to pay fees!.