The Cons.
DSR, distance selling regulations, too heavily weighted in the customers favour.
PSP/Banking, no bank will ever lose money (at least not to us) so whatever happens banks push any possible loss onto the merchant.
Fraud/Theft, just like any business you will find yourself the target of some dodgy people wanting things for free although you do learn very quickly how to spot them.
Can take's over your life, be prepared if you're serious about having a site that will bring in the money you're going to have to keep it up to date and maintained and you can get sucked in.
Too many so called marketing compaines will 'guarantee to get you to the top of Google'.
DON'T LISTEN, IT'S BULL
The Pros.
You can make money when you're sleeping, nothing better waking up on a wet and windy morning know you have got the days takings in the 'bag'
Smaller overheads.
The whole world is your market place and can become your customer.
With some planning you can run a busy site and still have time to enjoy life (I've just not found it yet)
In all
I feel that if you can set yourself a monthly sales target and when you reach it be happy and see any extra as a bonus you'll have the money in the bank and some time to enjoy life (and spend the money) however if you don't set targets you'll constantly be chasing your tail.
Now I just need to pratice what I preach!!!