I thought I would bring this to everybody's attention simply because I think it's a bit overlooked. When I was constructing my website
for my line, I knew I wanted something with a bit more customizability than Big Cartel or something similar. I have quite a bit of experience with web design and as such I wanted something I could really sink my teeth in to and integrate seemlessly in to the rest of my website. I'm not putting any other other store system down, they just didn't seem right for me and it's as simple as that.
I would say that OpenCart isn't really for complete novices, but it does offer a little bit more if you're confident enough to try it. It has a plethora of features
and the theme system is very easily understood if you have experience in that area.
Oh did I mention it's free? [Well... if you have your own hosting]
I thought it would be worth mentioning, maybe somebody else will think it's right for them.