What software package do you recommend for an online store?

I am taking over the management of a winery website that is currently being hosted on a shared server. The hosting company (Hostway) has a freebie ecommerce package called Merchant Manager that I don’t like. I talked to technical support (offshore somewhere) and they said that the package wouldn’t support a discount code entry field.

One strategy of the business will be to give people who join the wine club a discount with a personal discount code issued to them. There may be other marketing campaigns where discount codes will be issued.

I am looking for a fair priced, full featured, ecommerce package that I can plug into the website and appreciate any suggestions. It would be great if the package used a MySql database so I could have an program update the database with the discount codes. By the way, I haven’t done ecommerce yet either ;-O Also, we will probably be moving the website to a dedicated server and install the 3 other business sites that the winery owners have.