Basic Technology Question: Create a Webshop (No Enterprise!)

Hey,

I just want to create a webshop.

My Idea is to use SharePoint 2013 as frontend and use custom pages. SharePoint user have single sign on and i can use Sharepoint permissions for the custom pages and last but not least the sharepoint search + displaytemplates.

How is the actual technology in this section?

Using aspx pages + jQuery as Webservices caller + wcf webservices  + sql database?

Or just use one Product BCS external List instead of sql datatable?

Thanks

Greetings Flo