DIY or hire someone? Well, being in the business, I`d suggest to hire someone... but it really depends upon your level of expertise. If you have the knowledge and expertise to DIY and can create a site comparable to a "professional`s" result... AND you want to devote your time and effort in doing so (your time is not better spent else where), the DIY can work.
Of course if you hire some one you have the challenge of finding a reputable designer.
There are a whole bunch of DIY resources available including ecommerce solutions. As I`ve mentioned before on SUN, there is usually a trade-off when using a DIY solution which can mean some limitations to what can be done for appearance, functions, and ability to change web hosts in the future.
So, when making the decision to DIY or not, be aware of any and all limitations before you choose that path.