Sure, you could design your company's web site in-house, and save hundreds of dollars in web site design fees. But most web sites that are designed by an amateur will look like they've been designed by an amateur. Even if you have someone in your company who is a skilled and experienced computer programmer, if they don't have years of experience designing web sites, the site will not be competitive in look and functionality to other web sites in your industry. Do yourself and your company a favor. Hire a professional.
Price depends on the amount of time spent designing the site.
The most time-consuming site design tasks are graphic design, setting up secure order forms and feedback forms. Complexity of the design layout can also increase the amount of time it takes to design the site. A web site smaller than 4 or 5 pages will be unlikely to be successful on the internet. A large web site with hundreds of product photos and descriptions is much more likely to be financially successful than a small web site. Don't dip your toes in the internet ocean and walk away.