About creating your own online store? Pros and cons

I want to create an e-commerce application with many features, such as support for several languages ​​and currencies, as well as some social interaction between users (this is a fashion store).

I do this mainly for educational purposes, but also with the hope of making some money with him afterwards.

My question is, what do you think, with all the solutions there, is it still worth starting from scratch? What are the pros and cons, and what framework do you offer?

I usually use ruby ​​on rails, but I know that there are also Java and PHP based solutions, so I also think about their pros and cons here ...

Thanks in advance.