Magento is the ecommerce platform for our direct to consumer business via radioflyer.com. We sell children toys (wagons, scooters, trikes, and other ride-on toys). We also sell replacement parts. We sell about 500 items including the replacement parts. Internally, our customer service and marketing departments are the key users.
For what we needed and our budget, Magento had the lowest total cost of ownership while meeting all our key requirements. 4 plus years later, we still use Magento and it continues to meet our needs while our business continues to grow.
Magento is well suited for B2C commerce. I feel it can easily meet 80% of most companies requirements for a B2C ecommerce site. Probably not the best choice for a large scale B2B implementation since there isn't support for contract and other specific B2B requirements.