It works out of the box
You can have Woocommerce installed and be selling your first product almost in minutes. Most likely you’ll take longer to customise and work through all your settings but once you’re familiar with it you can set it up on a new site very rapidly.
“Free” is one of the most attractive words on the internet and so of course this is a real appeal. But it’s not cheap and nasty, mainly because it’s not really free. The basic install is free but if you have a serious shop then you’re almost gauranteed to need to purchase one or more plugins to extend the functionality. In the case of one shop I manage it was simply a plugin to handle shipping settings as we found the default setup couldn’t meet our needs.
It’s reasonably user friendly
I wouldn’t say it’s totally intuitive but it’s certainly reasonably user friendly at the moment and, like the WordPress admin, it’s getting moreso all the time. When I first invesgigated WordPress ecommerce solutions a few years ago I tried other free options and this was easily the friendliest by far. I’ve not tried any others more recently as I’m happy with what I get from Woocommerce.
There’s lots of support available
Since it is so widely used, there is a lot of info available on forums and so on. But if you purchase any extensions or themes from Woothemes then you get access to their support services and that means quality answers in reasonable timeframes (I wouldn’t say they’re prompt but its certainly acceptable).
New features continue to be rolled out, in fact there are probably too many updates which can be a concern as you never quite know how your site will handle the updates. Will it clash with another plugin? Will there be a bug that messes up something else on the site? Will a subtle change at their end mean a hack that you implemented on your site suddenly throws everything out? These things do happen so updating can be a pain. But given that means it’s evolving then I’m happy to live with it.
One of the best evolutions recently for me was the inclusion of selling digital downloads and even multiple downloads for the same purchase. It’s becoming a really comprehensive ecommerce solution that is going to be harder and harder for other premium solutions to compete with.
Whilst there are bugs from time to time it is generally a pretty robust system that you can depend upon. It’s very widely used, 2.7 million downloads at time of writing, and so there is a good support base available if you do have problems. And also plenty of developers who are familiar with it if you need that extra help you can’t find for free (and they also endorse Codeable whom I’ve yet to try but will do next time I come up against something I can’t solve on my own).