Let me tell you, 2 weeks ago was the first time I have EVER installed and used a shopping cart software.
My company has an online shop, but we are growing and we figured it was time to upgrade the site. My manager said I had unlimited time and resources to develop a new store.
So I started developing my own store for a couple days. I then stopped and thought, this must have been done a million times before, why am I developing it from scratch?
I then remembered someone talking about zen cart a few years back for PHP and how it was free and easily customizable.
So I downloaded zen cart, installed it, downloaded a couple different templates on this site, and tried them out.
I looked at how the templates made the look of the cart extremely different. Most of it is just with the CSS, but some more advanced features you need to code with PHP.
So 1 day later, I had a fully functional cart up, with all our products added. I shown it to my boss and he said wow how did you get that all done in 3 days.
We then reviewed it, he had a bunch of different tweaks that he wanted done. Most were easy, some were more difficult, but all of them (except a couple) were answered in the forums, or were available for download.
The only thing I had to figure out on my own was how to add custom sorting to the featured products (I just added in another field into the database and added another textbox to featured products)
The other big issue was wanting the users be able to checkout without an account. I found a mod on here that did exactly that and it saved me so much time.
In ONE week I went from not ever using, installing and configuring a shopping cart, to having a fully functional ecommerce website. We are meeting with the head boss tomorrow to get final approval, but my manager is really excited.
Starting off with a template or two, and seeing how they did it really sped up the learning process.
I guess I am a developer, so it may be easier for me to configure it how I need to, since I can understand some of the code. But using SEARCH in the forums, and looking through the faqs was definitely how I figured out how to do most things.
Also, for general layout purposes I highly recommend installing Firefox, and firebug, because you can play around with the css and INSTANTLY see how it affects the layout.
So to all the newbies out there(and I was (and still am) one) do not be discouraged. Don't expect to build a fully functional cart in a day. Play around with the demo store, check the FAQs and search the forums for your questions (trust me, if they are basic questions, then it is most definitely answered). PLay around with templates by downloading a couple off this site, and installing them, and see if you like the look of them. Thats what I did, I had a template that was kinda close to what I wanted mine to look like, I then modified CSS and the code to eventually get the look of what I wanted.
I still have tons to learn, and I might buy the book to see what sort of things I missed.
The ONLY thing that isn't very user friendly, is trying to find exactly where options are in the admin panel.
I definitely think the admin panel needs a huge overhaul, because quite a few things are not where you expect them to be.
Anyways hope this helps