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> A lot of small business/self employed folks don't have any kind of web presence other than FB/Instagram.

This is pretty cut and dry. Dom't build your business on top of another business, for which you have no contract.

There are plenty of alternatives, from Shopify to Etsy. None of which require a FB presence.

Where do you advertise your Etsy/Shopify business?

I don't use facebook myself, but it's pretty hard to deny that they hold a vital position in the market. You can avoid them out of principle, but you're not setting yourself up for an easy start.

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