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The E-Card market is already saturated and unless you can come up with something new or have the funds to really push development on it then I think the most value is in finding an end-user.
If you have the time and experience to develop your own E-Card Shop (even on a small scale) then go for it, at the end of the day all you are doing is adding value by adding site visitors/customers....and if you can make a few $ as you go, then all the better.