Although many people recommend Shopify as its the defacto easiest to use, it does cost and can add up when you add plugins that you feel you need to help cover your business insight.
Yet with WordPress, you have a slight learning curve, a bit of hacking about things sometimes, and yet, almost everything you need is free to add on and use.
I started with Joomla, had to sweat the hours customizing a template, then I discovered Shopify. Then I couldn't afford to build the number of sites I wanted, using that model. So I went to WordPress. Now that I'm more of a developer, I'm looking for specific custom programming language solutions, like laravel, and I'm happy to keep using WordPress till I can make my life even easier with something else.