Would like to know if this is the best route to take

I run a address label business. I basically sell pre-made address label designs, and I print their address on labels and ship the sheet to them. I sell everything online, no physical location. I'm currently selling on Etsy at the moment, and I'm seeing decent growth over the past 5 years I've been doing it.I'd like to take it a step further and start a website and sell on there. The benefits will be less fees, I can design the site and I can implement useful apps to help with automation.The area I need advice or opinions on is the reality of the whole thing. Is it worth spending the time & money starting one up? There are already well known websites and print sites that do this and already have all of the design automation that I'd like to incorporate. They will be my main competition, but I'm good at story telling and I believe I can convince people to go with me. I will also be able to bring people over and purchase from the site, rather then Etsy through flyers in their orders if they'd like to return and purchase more.Any opinions or advice will be great, or just overall thoughts of the idea.Thank you see hubwealthy.com/wealthy