Anybody looking for a simple and effective e-commerce application, should try J2 Store. I have chosen J2Store instead of VirtueMart and Hikashop, and J2Store gave exactely what I was looking for. Something not to complicated that can use your existing articles to integrate an e-commerce cart. And all the main features of a "big" application are offered : payment plugin, stock management, shipping options, taxation option, geozones, etc... For most of small business, J2 is an excellent answer. And the support service for newcomer is fast and efficient.