The concept of this store (make any Joomla-article an item in your shop) is ingenious and very easy to use.
Easy to set up initially and maintenance of your shop doesn't require extra skills. If you can write an article, you can run this shop.
The developers give active support on their forum.
4 stars for now, because just a littlebit of finetuning is needed, but 5 starts are within reach!