Hi there,
With Zen cart it is all done through attributes which once set up is real easy to implement to your products. Then when your customers purchase the product they can download it right away.
Zen cart is not too technical, depending on what you want to do, neither should hiring someone to help you out with other things like design and support.
If you take a look around there are a few cheap but very good Zen cart people out there willing in most cases to help teach you.
Rob
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