If you're running an ecommerce operation that is too small to justify building a custom CMS, and can't justify paying for Demandware/Salesforce Commerce Cloud, your options are really limited.
Shopify and Big Commerce offer good out of the box functionality, but you are then stuck with their feature sets and pricing tables. Each platform taxes you in various ways. Shopify imposes 0.5-2.0% fees on transactions processed with external credit card processors. Big Commerce forces you to upgrade your plan after your sales exceed a certain threshold.
For even ecommerce companies doing several million dollars a year in revenue, Magento community edition (open source) is sufficient. You pay up front for development or design work, pay annual server costs, and can scale your ecommerce technology spend on your schedule.
Magento has given me extreme headaches at times, but once we had our site up and running it was easy to maintain and administer. The non-technical people, i.e. the people who are actually packing and shipping orders, quickly picked up using the admin panel. So, yeah, I like Magento just fine.