The DIY don't need to know code to build a great and scaleable online store may be mostly myth. Like all bell curves there may be one or two highly profitable Shopify, Volusion or Big Commerce sites but those few "rich getting richer" sites stand on the shoulders of many little guys just scaping by.
If that sound like a rigged game we agree. We shared all the reasons we dumped WooCommerce including our own idiocy in this mythbusting Curagami post:
Via Martin (Marty) Smith, John van den Brink