I think people have think long and hard before the decide on what path the want to take. Their choices should be part of their business plan. You would be suprised on how many people don't even concider what shopping cart they use untill they are ready to push the button. Then they walk right into the arms of a developer who, perhaps never even used a shopping cart to sell or run a online shop, tells them what one they need. Sorry for me that's not the best way to go. In fact one shopping cart might not meet your needs. I wouldn't rule out making cost a higher priority and ruling out the more expensive options. Perhaps go for cheap and chearful and then plan a profressive switch when your business has proven it's worth. And cost is not only the the software application, it's the resources it needs and the time it will take you to do the tasks you need to do. My own opinion is for most start-up Magento is by far the most expensive. CS-Cart has all the features anyone could need in a cart but like so many other has annoying aspects. Prestashop is free if you don't need extra features it doesn't come with but, for me is a bit flakey especially in setup and configuring for uk use. The is a new kid on the block that looks promising but may have too meny bugs to uet concider Loaded Pro 7. Contains a fully mobil template for shop and admin.