I strongly recommend 'securing your URL' even if you aren't ready for a site/blog.
Our site started as an SEO wrapper for a single page of 'products' Actually, the products were pictures that represented each category we had in our venue shop (Artfire in our case, but Etsy would work just as well). Basically, you can build content, your background story, and all sorts of bells and whistles while using Etsy to actually be your shopping engine.
I did this so I could direct all my outside advertising at my own site, then pass the sales process over to 'Etsy.' It's a short term win/win, and honestly, I wouldn't have built my own ecommerce site if AF didn't start cross promoting other peoples stuff...
Just my thoughts and my approach for the first 3 years...
Matt