As a web development company focused on ecommerce for small business, we look at what a customers objectives are, what his budget is and what his expectations are. If his ambitions are limited and he wants something that is easy and can get him started quickly, we suggest Shopify. If he is a little more educated and is not afraid of technology, we go with WooCommerce as it is Open Source and have a ton of plugins and themes available that can fit just about any situation. When necessary, we can customize with ease. For those with a healthier budget, we go with Open Cart or Magento as they are both more robust platforms and built to handle a larger load.