Ease of use, great customer support (even over Slack)! The ability to have multiple different versions of a product in one configuration which makes it easy for customers to see all versions and make a decision based on their needs. I wish there were more features like custom taxonomies or user permissions. We also needed other plugins but they are not free so we had to pay for them. This was a learning curve for us as well. It took some time to figure out how everything works together but with the help of the Merkato team, it's been smooth sailing since!