Which ecommerce solutions provider would you recommend for a small business?

I’ve been helping a friend get ready to launch an online store, and we’re trying to choose the right ecommerce solutions provider. We’ve looked at several options, but each one seems to offer something different, making the decision harder than expected. I’d really like to hear from people who have been through this before. Which ecommerce solutions provider worked best for you, and what made your experience a good one