Hi, A lot of things have happened since I was last active on the forums (some 10 years ago). Both in the business and on the forums (sadly for the worse, it seems). But I'll make an attempt at starting a discussion. Back then, it was viable to sell your game on your own, your website, etc. But is it worth it today, setting up the payment methods and drawing attention, or should you just focus your efforts on Steam (if making a PC game). I can see some reasons if you have an established business, and several games with an active customer base. But on the other hand, if you don't start now, when should you get going?
In our experience, it's hardly worth it. The only exceptions are places where you sell the game easily and without modification - various bundles, magazines, etc. 15-20 years ago we had games at 20 places, today Steam, consoles and that's it.
I feel that. I can't remember the official stats off the top of my head, but I seem to recall that it was something like $3000 USD in sales is the most that most steam games could hope to make and only a tiny percent (like the top 1%) ever clear more than that. So I just couldn't imagine it would be worthwhile going outside of the major distributors.