Not that you asked, but as a word of advice from a random person on the internet: if you do go the open-source it like Wordpress route, it would be good if you made an easy path back in to your product. Some people who start off self-hosting WP, Prestashop, or whatever, then decide after a few years they would rather have somebody else do it. Oddly, it is often not a marketing focus for the company that makes the software. If I had a self-hosted, open-source Gumroad setup, and a couple years later wanted to pay someone else to host/manage it, I would want a clear and easy article on your website about how I could turn it over to you and pay you to do that.
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