Based on my personal experience, selling stuff on line is a major pain unless you are selling thousands upon thousands of units and can make enough to have someone else either "drop ship" or handle warehousing and distribution. For 4 years, my wife and I created calendars featuring our photography. We had regular and repeat buyers and sold about 100 per year which is all we really wanted to deal with.
The work to pick out our favorite photos for each season and organizing them into months was the fun part.
Once we had the calendar organized, ordering them and paying for them up front cam Eto lay.
They got delivered and we started collecting money and trying to get them out once a week between late October and early December. Creating mailing labels, buying padded envelopes, dealing with damage from the post office, and getting the checks deposited was work.
We only sold these to family, friends and friends of friends (word of mouth). Our goal was to break even on them for cost of goods sold (calendar, envelopes, postage). We did not factor in our time, expertise in the capturing of the images, mileage to and from post office, depreciation on equipment, etc. Just recoup our personal out of pocket expenses.
Given a percentage of lost in mail and/or damaged in mail we rarely broke even. If we considered out time and personal materials we lost money.
It was; however, a labor of love and not a business opportunity. We did not do a calendar this year. 1) costs for postage went up and cost of the calendars went up. Hard to justify the cost when everyone has a calendar on their phone anyway. 2) we lost about one dollar per calendar last year due to an unexpected increase in our costs. 3) I love to be in the field in October and November capturing images of Whitetail Deer rut (well, the big bucks chasing does at least). The calendar work was taking time away from the activity I really enjoyed.
I say all this because it is probably an equal pain for Steve with an equally small return. He, as a business, is doing it for profit and there really isn't a whole lot of profit when total end to end cost of goods sold is calculated.
Jeff