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Seeing as you are new, you should only sell small stuff to start off with. Say if you start off by selling something huge and expensive, and you have no feedback, buyers will be reluctant to bid. Once you start getting feedback from buyers, then people will begin to trust you, and bid on your larger items.
As for the feature, personally I don't think it is worth it, but if you feel you need to add the fancy stuff, go ahead, $20 is a bit steep though.
I'm no expert on the ebay stores, someone else may be able to answer that.
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