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Ebay Shop

I've been asked to do a fully redesigned Ebay Shop, but I don't totally know how to go about it. I know there's an area which you can create your custom page in full html, but I'm not sure how to go about the coding, i.e. to display the item listings etc...

There's a big company called Frooition who do very good Ebay shop designs, and I'm not expecting to do anything on their level just yet. See their website for examples.

So would I go about the ebay shop just like creating a html website? Has anyone done this?
Any advice much appreciated.