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There are two things to sell, goods or services. You have to sell either something people can use or provide people some service. One obvious service any people own a website is advertisement. Everyone can put advertisement on their web. By doing so, they are providing a service--advertisement.
You are right. But why can't you borrow more money? Borrowing money is an art. If you can borrow 1 billion. You can really make a living by borrowing money then returning it. There are a lot to play with the APR of the loan and mortgage.
To make money, everything is sale. You have to sell something to make money. Otherwise you will not get paid. Some people don't like sales because they don't like salesman. But they don't notice that the reason they get their paychecks is they sell their work or labor.
It is said there is no free lunch. That is exactly right. There is nothing absolutely free. But with the internet, you can really get free stuff. Everybody know that you can get free information. Some people may say information is nothing. But they will soon be proved wrong. Information is money. Half step quicker in getting the information may make you rich. Thus, there is some free lunch on the net. But it is not absolutely free. It takes your time, your brain and even your invest.
For the online auctions, there is already built in traffic. All you need to do is list your product there and wait for customers. The disadvantage is that the cost is high. You have to pay the auction fee. To limit the auction fee, you may have to limit the number of items in your auction. And you have a limited freedom to customize how your auctions looks.