Great concept, cart, documentation and support

Concept: having a free and basic but fully functional cart to start out with, then a large (and growing) selection of add-ons to purchase is perfect when you’re starting out with a site, unsure of what you need and how much money you’ll be making/can spend.
Cart: designed for downloads (so you can avoid unnecessary options like “quantity”) yet it can also handle physical items with the “easy Shipping” add-on. Simple to use, and I love the fact that the downloads are organized separately from wordpress posts, which makes your website easier to organize (pages for general navigation/info, downloads for sales items, posts for blog/news) You can put the “add to cart” buttons anywhere you’d like, but you don’t have to put them on a page or post if you want to keep it separate.
Documentation: well organized and clear (and this coming from a complete novice who hates web design). Super easy to cut and paste the short code, then modify the parameters to customize for your needs…
Support: in spite of the great documentation, inevitably there will be compatibility issues or other problems which crop up, and EDD are amazing here. They solved the most knotty, frustrating, intermittent problem, testing and methodically ruling out one possible culprit after the other, and patiently walked me through really basic steps, stuff which any computer person would know — but I didn’t. You don’t need to be an expert to use this elegant, well-designed cart, but you’ll look like one.