Let me throw in my two cents.
I believe that there's a lot of us willing to pay for a good, intuitive web shop component that has an up-to-date documentation. If the forum/community is helpful (as a last resort of finding a solution "in house") that is a great bonus.
From my perspective, Virtuemart is a component with amazing potential that is not yet met because functionality is prioritised over user-friendliness, documentation and design (mentioned in order of apportance, at least from my perspective).
Now, I'm not saying that the developer team has made a bad decision. I believe that, in the short to mid term, it was actually a good one if the team is not big enough to be able to cover all those aspects, because if you already have a large enough user base then you expect that a portion of them understand the app itself and are able to overcome problems that come with bad UI and documentation, and also help others in the community.
But it can't stay like that indefinitely.
I've used Virtuemart just a few times over the years when it was absolutely required, but generaly I tried to stay away from projects that include a web shop functionality. And that is just not possible anymore.
I'm a die-hard Joomla user since 2007, over the years I've tested every other major CMS out there, and my experience is that Joomla has the best mix of functionality, security, extendibility and community, with a clear roadmap.
But this year I gave Woocommerce another shot. I still don't like Wordpress and I hope I will not have to use it, but out of the box Woo is just better. I'm not saying it's better in the long run, but it's much easier to be up and running in no time, and that is what matters a lot these days.
Also, I'm not saying VM should see Woo as a general example of how to build a shop component.
I think what I'm trying to say is that right now I see Vm as a component made by experts for experts. If it's like that by choice - fine, but if it's not, then improvements in some areas that are not functionality are overdue.
Look at it this way: just a few years ago it was hard to have a really good website with extended functionality all done by yourself, you just had to hire someone that had some experience in the field of web development.
Now we're in a time where a huge number of people is trying to get their first web shop up and running with as little investment as possible, and a number of different solutions are arising daily to meet that need. None of those solutions are perfect, so those who succeed in the online merchant game will surely look for a sturdier solution for their web shop V.2.0
Virtuemart could be much more appealing to those, as well as a plethora of different types of users, if the "front face" of the app was more up to date an user friendly.
I believe that a huge first step would be to thoroughly redesign the user interface of the app itself, and a great second step would be to offer as much explanation as possible in tooltips of every single option.
I'm sure that the community, myself included, would be more than happy to offer help in redesigning the backend UI, but I don't know how hard would it be to implement that solution. Maybe some of you virtuemart experts could say more about that?
Would you agree that that would be a good first step?