I have read arguments that putting your cart within a sub domain is not a good idea because any clout of the pre-existing domain will not be shared with the sub domain; that they will be treated as two separate sites.
I agree with this. All of my sites are done this way.
I have also read that using a sub domain is a good idea being that the content focus of the main domain (marketing and blogs) is different form the focus of the sub domain (product sales), and that the two components would benefit form earning their own rankings undiluted by the other.
This is BS from an SEO viewpoint. Although some snooty marketing people might recommend it.
You can have unique banners for the store and promote it in tasteful ways that make this distinction for your visitors.
It's not about how it is hosted (subdomain vs folders)... it's how your navigation presents it to visitors and search engines.
And, I have also read that search engines are getting good at being able to deduce that an eCommerce sub domain is legitimate extension of a content intensive main domain, and that they treat the two components as a combined whole.
Where are you reading this stuff?
Have the cart as a sub domain of my main site, or move my existing domain name to be hosted by the cart provider...
The day that my sites get hosted by a shopping cart provider is a day that you can bet big money that I am dead and under.
I want my pages to be finely crafted arrows. I don't know if I am going to get that from a shopping cart system.
Someday you will probably decide to leave that shopping cart provider... it will be a lot easier to make that decision if you are not completely married to them.