What is a good ecommerce site for average joes like me to set up a store that is reputable?

[BooBooshanubo]

Of course one that includes all the bells and whistles, receiving credit card payments and shopping cart stuff.

[Unstoppable Dreams]

I would suggest that you look into the option of setting up your own website and online store. There are a few great web hosts out there that will help you get one set up. I would focus on web hosts that teach the importance of content to drive targeted traffic from the search engines. You can take a look at the web host that I use as one of your options. http://find.sitesell.com/UnstoppableDreams.html

BEST WISHES!