For my beauty company I use Magento Community as our ecommerce platform. It's pretty robust and the level of plugins and add ons are impressive. Getting a good Magento developer can be tricky as they seem to be in high demand currently. My only flaw with the system is that it is quite a heavy beast to run making the website slow at times. Especially with some thousand products for sale.
There are quite a few options out there, but I'd say that Magento is definitely the best. It has a massive market share that is only growing. This post gives some pretty good reasons. http://blog.nexcess.net/2013/08/05/magento-should-be-your-first-choice-for-ecommerce-heres-why/