Theme's in eCommerce should always be consistent, people are there to shop. What matters most is having great backend support abilities, security that can be promoted in as far as marketing, obviously, good stuff and good prices and rich forms of support content for the products.

When Amazon rolls out its next incarnation of eCommerce Amazon Web Stores integrated with the marketplace (and then some++) you will see exactly what I mean. RIght now they are integrating all Amazon International commerce sites into a unified vendor experience.

Its one of the "oopsies" when operations try measure how many installs of this or that and their percentile of market. Those numbers are completely 110% way way off. Amazon has more merchants on their store platform than all others combined. Amazon has more vendors in ts marketplace than anyone really realizes, millions and not just 2 million. Some say upwards of 70 million, I'd estimate more like 15-25 million (globally).

My guess is Amazon will by this time next year be offering webstores to any marketplace vendors as part of their pro seller subscriptions for a very minimal fee. They will then roll out their online publishing platform and all stores using the Amazon Payments, FBA options and A-Z claims system. Everyone else can go home at that point.

Its why I said, "Woo w/ Automattic has a tremendous opportunity" here, but, time is critical and everything has to be done right, first time, its a very sizeable bit of work, can have zero flaws, properly staged on and on. $30 million turn into 300 Billion and it cant fail. That is to say, not the software, the opportunity... it cant fail if done right and its not "gee lets make webstores". Uh uh.

Its also not "Gee, lets have designers freelancing themes and plugins" for Woo. Nope, that'd need end. Might need "aquire" a few more operations as well.

Time critical because as these sized entities make their moves the head of steam they get from existing merchants and the enormous global market exposure they enjoy will make it all completely moot. Its akin with "The Tucker" automobile sorta. It'll be trying compete with Goliath's but atop that cards stacked in favor of the Goliath's.

Work literally need begin yesterday or preferably turn on the time machine and turn the clock back 18 months.