Its hard to not be a fan of oscommerce because there is so many mods and info about it out there since it has been open source for some time now.
I have used cube cart and it has some great features that are not part of oscommerce and geared towards larger catalogs and user bases.
Both are very customizable as far as looks go so either would suite you for that purpose.
I have no experience with zen cart and was hopping for some input here, but haven't found a whole lot yet...
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