WooCommerce

WooCommerce turns a WordPress site into a storefront, and its defining characteristic is ownership: the code, the data and the hosting are yours, with no platform transaction fee.

That control cuts both ways. You choose the hosting, the payment gateway and the extensions, and you are also responsible for security updates, backups and performance when traffic spikes.

It suits people who already run WordPress or who need customization a hosted platform will not permit, and it suits less well those who would rather not maintain infrastructure.