Sophisticated is not what is called for in a LOT of ecommerce setups. I have assisted employers and clients with Shopify, Bigcommerce, Miva Merchant, and selling on platforms like Amazon and eBay. For most "small business" style use cases, I find Shopify far better than the others, because it's a lot easier for the business owner (who isn't an ecommerce expert) to run, and they don't need or miss the flexibility that the others offer. Invariably it costs more to configure and run something like bigcommerce, and that's only justified if you actually need what they offer.