I battle with this every day. I've done e-commerce in the past, and would say I did pretty well (over £70,000 turnover in the first year). I've also built dozen

I battle with this every day. I've done e-commerce in the past, and would say I did pretty well (over £70,000 turnover in the first year). I've also built dozens of e-commerce sites for other people and advised them on how to achieve success. With my existing code, I could probably build an e-commerce site by this time tomorrow, then spend a few hours populating the site and bang... with PPC advertising I could have orders coming in by the end of the week. The problem is, it's too easy - there's no challenge there for me and running an e-commerce site is a lot of hassle, especially if you ship products yourself, hold inventory etc etc. That's why at the moment, I'm focusing on my stock photo startup, it's more of a challenge, and if it works how I hope it will, it should require less physical work on my part (no shipping products etc).