I started building my own first e-commerce business around the time Magento hit beta, and the EAV (Entity Attribute Value) model is the part that killed it for

I started building my own first e-commerce business around the time Magento hit beta, and the EAV (Entity Attribute Value) model is the part that killed it for me. I had ideas for my site that didn't work out of the box, so I knew I had to understand the code to customize it. Instead we built a platform from scratch to fit the unique features of that site, and it worked. The business did $400k in revenue the first year. Now a few years later, I can accomplish the same thing with the same basic skills (HTML, CSS, easy to understand data storage), but I don't have to start from scratch. I wanted this to exist so that I would have fun building e-commerce sites again.