Looking at the two shops they linked the only way you know there's a connection to Etsy is that at the very bottom it says "powered by Etsy". The two shops have a somewhat similar format and feel, but it really does look more like a regular online shop as opposed to an Etsy (or worse, an Ebay) storefront. $15 for a stand alone website isn't too bad, and there's email for communications instead of convos!!
Good question about adhering to Etsy policies...
Do your sales and expenses dump into your Etsy 1099??