If you are serious about selling products and want a shot at being successful, you have to hire people to set it up properly. There are many variable that can make or break a site including usability, aesthetics, search engine friendliness of the cart, proper analytics implementation, etc.
Can you learn the basics to set things up on your own? If you have some technical expertise, are resourceful, and a quick learner, then sure. Otherwise, you may end up making some big mistakes along the way and proper implementation may take a very long time.
Are you selling other people's products or your own? If your own, and you have no budget or no way of obtaining funds then you may want to look at getting your products listed on other people's sites and having them do the selling for you.
Best of luck!
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