But behind the colorful facade lies a grueling, complex Internet retail operation. Every day, Gearing cuts, folds and mails 30 yards of fabric to customers around the world who buy from her online. And each year, her business, SusieCraft, grows bigger and more demanding.

The same is true for Jennifer Canty, a Sterling, Va., entrepreneur who started refurbishing iPods and other gadgets and selling them on eBay three years ago, primarily so she could work from home and care for her infant son. Today, the company she founded, Dyscern, employs 12, occupies a 10,000-square-foot warehouse and projects $6 million in annual revenues.

As Internet shopping matures and enters its 12th holiday season, veteran eBay sellers are discovering what it takes to make a long-term career out of selling online. Internet sales have become as competitive as traditional retail but compounded by the furious pace of change on the Web.

"You have to have a big range of skills that have to come together," Gearing said.

Gearing, 60, and Canty, 35, are among the 1.3 million sellers who make all or some of their living on eBay, the global bazaar where $12.6 billion worth of merchandise changed hands in the most recent quarter. Both have recruited their husbands to help, but both say it's a fantasy that self-employment is stress-free.

"We joke that it was easier when we worked for other people," Canty said, adding that the initial joy of working for herself morphed into another challenge: "Don't let the business take over your life."

After eight years of selling on eBay, Gearing still operates out of her home, with no outside staff. She said her business rings up $15,000 in monthly sales during the busy winter period, generating enough income to match her previous salary as a museum director and to augment her husband's retirement income. But like many eBay sellers who don't want to grow too big, Gearing has resisted hiring the people required to take her sales to the next level.

Many businesses stumble as they grow beyond a part-time hobby and start to require hiring, accounting, financing and office space, said Jonathan Garriss, executive director of the Professional eBay Sellers Alliance, a 1,000-member group.

"The traditional pain-points that you see with (online sellers) very much mirror the pain-points of a traditional business," said Garriss, who runs an Internet-based shoe business, Gotham City Online.

About 56 percent of all small businesses with employees fail within four years, according to the Small Business Administration. Comparable figures do not exist for Internet businesses, and eBay does not disclose failure rates of its sellers, but experts say success is as elusive online as offline.