My advice would be to do this project in equal partnership with an established RPG designer (Pundit would be my first choice, but Grim, Venger, Raggi, or TheEvilDM would also be a decent choice, or maybe someone else who shares our views). No offense, but you are not exactly someone that people would eagerly put their trust in to sell their products since you're not an established name in the industry. I think that you will need the credibility of someone who's, at least somewhat, a known name in the TTRPG medium.
Funny you say that because the video that Grim just put out video saying the exact opposite. Interesting
None of the known not woke creators can be the face, they can be silent and secret partners (if that's legal).
What you do need is to get them to sell on your site, that's people with a built in audience pointing buyers to the new store.
Focus on medium/small creators, their stuff gets lost on DTTRPG, buried by the big fish and the crapton of crap content.
Which reminds me of another thing, how to prevent a flood of crap that buries the other stuff?
I mean all the 2 pages "rpgs" and that sort of stuff. I'm not saying those shouldn't be allowed, I'm saying there needs to be someway to prevent low quality content from burying the other stuff by sheer numbers.
One idea is to have the landing page be a cured catalogue of publishers/creators, cured by selling power, not downloads but dollars, thus if I publish 1000 free 2 pages crap I can't bury the people driving money into the coffers.
Right below that I would put the best sellers, then the best sellers by category.
Main problem is you'd have no POD at the start, so free quality stuff (White Box, SWN, etc) on PDF would need to be curated and put somewhere easy to find (If/when those publishers/creators sign up to sell there).