Recently utilized Shopify to establish the online storefront of a niche, premium luxury brand of watches. We needed a solution that could be rapidly deployed within a 30 day window and would handle user management, secure e-commerce, and streamline order fulfillment. Shopify is the GO TO for the modern eCommerce startup. I would have zero hesitation recommending Shopify to a company looking to establish an online store.
My only comment about the service is that for a company with many products (growing beyond 5+ products), Shopify's pricing makes it completely prohibitive for use. The pricing model is not built out to support this and it's just not practical, especially for any startup company that is working with limited funds.