Cloud eCommerce platform for professionals

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Having built countless e-commerce sites in the past, I'm always keeping my eyes open for new platforms. These guys seem to have built something very customisable and open, whilst keeping it hosted and secure, very nice! Oh, and there's no transaction fees unlike most other cloud hosted platforms such as Shopify / BigCommerce etc.
Looks interesting. The site could use some life—design/flow/language feels dated. I think they'll get more shopify customers if they add wholesale pricing to their $99/mo tier and bump their monthly orders.