Your own website?

I recently saw this article on Handmadeology.
http://www.handmadeology.com/etsy-shop-suspended-what-you-need-to-know/

This woman had her shop suspended, and then she realized that she had put all of her "eggs in one basket" so to speak. Without her Etsy shop, she had no selling venue (a.k.a no second income for her family!)
It opened my eyes a little to the fact that indeed, all of my eggs are in one basket. I have www.redmarionette.com, but it is a splash page that directs right to my Etsy shop.
Are there many of you out there with your own storefront? How is that working out for you? What platforms/hosting have you found work best for your needs?

I'd love to hear your opinions as small businesses and crafters. From customers: Would you rather shop on a big site like Etsy or are you comfortable with small business websites?
Definitely lots to think about!