Oh by the way be careful of their repeat billing, I didnt realise and got caught out, customer services are terrible Im afraid and thats also the staying point of a good component.
redSHOP has the easiest template system of any joomla ecommerce system - and why? Its just like joomlas template system and you can change anything without knowing a line of PHP - all you need to build your own templates from scratch is HTML and CSS.
So if you think that is "for codeboys" then sure - you do need to know a bit of HTML and CSS to really style a unique webshop - Or alternatively use a template from one of the big template clubs with redSHOP support (rocketheme, joomlabamboo, gavick etc.) if you are not capable of styling up your own views.