E-commerce host recommendation

Hi all,

My best friend is thinking to open up a small online store - small, as in he and his wife will be the only employees, mom and pop so to speak. It'll be a retail operation selling merchandise $200 or cheaper. He has basic level of computer/internet technology knowledge.

There are many e-commerce hosts out there. Too many, really. I am asking for recommendations from actual owner/operator of e-commerce sites. I know he wants flexibility in configuration and options and many templates to choose from.

Truly appreciate any help here.

Dear falcon2000,
Did you ever get an answer to the above question? I'd like a recommendation for simple hosting with the same options you were talking about. There are some free web design with hosting being advertised over the media, but over the years I've really come to trust the opinions of those here at virtualdr. I don't need free, just reasonable and flexible.

Suijenae