Easy handling user interface. Also, I like the support.

I started with Zen Cart back in 2001, and since then I still have at least one ecommerce store on the platform, https://scentia.theoutletseason.com. At the time it was a huge leap from OSCommerce where it's derived, but with a much more robust approach. As an engineer for me it's pretty straightforward, download the app and configure your server, or hosted shared account, however for newcomers it can be intimidating when you start customizing it, there's a whole community supporting this as this is completely open source, most plugins are free you just need to understand a bit of php, and follow the instructions, It's a free shopping cart, for someone starting in ecommerce, and a really fast solution for someone like me in the tech world and with decades of experience. Through the years the cart has evolved, and many revisions are deployed, also the active community is aware of the algorithm and policy changes, so it updates portions of the core based on that, and since mobile first there's a solution for responsive design, one of its weak points, because the template system, was originally table based, with css, but it has been evolving, and more features are incorporated, it has everything you need in a complete package, with payment and shipping modules, all kinds of pricing systems, to accommodate holidays, discounts and cross selling, and even paid premium plugins and services.

There is a strong user community which helps understand And I can customize it however I like!