Has a lot of the out-of-the-box features totally free, as oppose to other free ecommerce platforms (like prestashop, woocommerce & joomla) where you have to pay for the module or added option. Some of these options include log in as customer, recaptcha, totally customized shipping, and more. It also is VERY INTUITIVE on complete customization of the overall look and also adding any sort of other tool or api. I've worked with a number of ecommerce platforms, and the free ones you can always customize the template and design, however some of the free ones are a lot more complicated on customization and it takes lots of time editing and finding out which style sheet is overridding your methods. Cubecart is very straightforward and in my opinion is better than all the other paid and free versions out there!