Depends on your goals. If you want simple and are just starting off and testing things out to see if what you're offering will sell, then Shopify. The biggest

Depends on your goals. If you want simple and are just starting off and testing things out to see if what you're offering will sell, then Shopify. The biggest problem I see with Shopify is customizing the checkout. The checkout process is hugely important in optimizing the site for conversions, and to lose control over that piece of the site is a difficult trade off. I used Volusion for my store, but they've gone downhill. I would probably end up with BigCommerce these days. Magento is the best out there, but only if you've got the money and time to spend. I wouldn't walk into a Magento store unless I had $50k to spend and was very sure I'd bring in revenue of at least $500k a year. If you're not there yet, go with a hosted cart so you can focus on the marketing and get to market quickly.