Linda Nagata shares her experiences with setting up her own online store:
The Mythic Island Press store is a highly simplified, single-author version of the store I set up for Book View Café. Both stores run on WordPress software, which isn’t something I really recommend from a technical point of view. WordPress is adaptable of course, but it’s blogging software, not e-commerce. Still, it works well enough at a small scale, and my little store is definitely small scale. So I opted to start with a system I already knew well, with the goal of putting up a smoothly functioning store in a very short time span.
If you're an indie author looking for shop solution, check it out. Linda goes through the required plugins and various steps. It's an exciting new world, folks!
Link here: http://hahvi.net/?p=2670