My wife had a static site for her retail store and I was tasked with turning it into a dynamic site complete with a shopping cart and database for products and customers. I'm a photographer, know Photoshop quite well and figured I could use Dreamweaver to help me out. I started trying to fumble my way through Dreamweaver and the rudiments of HTML and CSS, but then quickly realized I was over my head.
While still a pretty big task for someone with no programming ability, it was much easier to download an existing open source shopping cart and add existing mods and tweaks until I had created the site we needed.
I used Zen Cart and did a lot of research and forums reading. I found a free design template that worked, but it took many mods and tweaks to get it where we wanted it. The process from learning the basics to creating my database to going live took me almost three months. That included a bunch of photography and content generation too, as my wife sells almost 500 different products online.
The way I look at it, telling someone to learn HTML, CSS and Java to build a website is kind of like telling someone with a new computer to write their own OS for it. There are tons of people out there who have created websites and are willing to share the code they used to do so. Why reinvent the wheel, especially when you have no idea how?
BTW:
http://www.mischievousmoose.com. (And I know it's very far from perfect.)