Although I have occasionally used other selling venues such as eBay in eCommerce your web domain name is your brand. I have used different shopping carts such as yahoo, PayPal, and custom but I own my domain and I keep it independent of the shopping carts. It can take years to get a domain name well established in the online community and search engines.
Cheers,
Mark
http://www.facebook.com/FrameDestination
http://www.framedestination.com/
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