To be honest, I don't think eZ Publish is a good ecommerce solution (yet). The default shopping functionality is quite marginal and for a complete working, user friendly solution you will need to do a lot of template work.
However, I have come across the x-row ecommerce extension on projects.ez.no. If it does what it says it does, this should be worth giving a try!
From my own investigations the official ecommerce module does seem too marginal to be a sensible starting point. You clearly have long experience of the eZ platform, so it useful to have this confirmed.
Thanks for the link - I too spotted the x-row extension. If it is well coded and commented (in English!) it may be what we are looking for. Does anyone here have hands-on experience with x-row?
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