What do you like best?
There are quite a few unique themes to choose from. The designers and community have really made some great looking sites to represent my brand. Customer support is absolutely amazing. They are dedicated and knowledgeable about the best options for me, not the most expensive. And speaking of cost, BigCommerce is insanely scalable. The platform can handle a huge number of orders.
What do you dislike?
There are limited CSS alterations. I have tried to make some style changes that are definitely hidden due to the proprietary nature of the theme I bought. Since I already pay for the site, paying for the app seems kind of unnecessary and I haven't downloaded it because it's not free. I use Zoho for the rest of my business including their CRM and email. (I'd prefer BigCommerce to be my one-stop shop, but a guy can dream)
Recommendations to others considering the product
Think about ALL the things you want to do: Sell on Amazon, sell on eBay, sell on etsy, sell on Facebook, Instagram, Pinterest, newsletters, make ads, show reviews on the site, have a live social media feed... the list really is endless. If you can find all of those elsewhere (spoiler: you can't) then go for it. You'll come back to BigCommerce. To be honest, their customer service is incredible!
What business problems are you solving with the product? What benefits have you realized?
Creating a hub for education of product using partner add-ons has been incredibly easy with the vast number of 3rd party partners. The options are nearly endless and the integrations keep growing. Just got notified today about selling on Instagram soon. Very proactive. We've been able to generate leads through our efforts with Big Commerce, as well as selling on social channels. Love this company.