It'd be nice if you could make a normal post or page a product.
For example, I have eShop, but I want to move to WooCommerce, but as you might know, eShop gives your normal posts and pages the ability to be products (instead of making a new custom post type). And if you can make that happen, please also make an option not to put all the extra stuff into the post, except for variation selection and add-to-cart button at the top or bottom (simple like eShop, WooCommerce is nice, but too complicated sometimes in that regard).
The WooCommerce shortcode button in the kitchen sink works (somewhat) for the same purpose, too complicated for an end user/client who doesn't want to worry about any sort of "code". It'd be nice if the button allowed you to choose products using a gui so the user wouldn't have to worry about finding the id or sku number for a product.
Lastly, instead of putting a "Select options" button for the stuff generated by the shortcode, why not just include the option selection right there, then show the add-to-cart button after a selection is made. This would provide nearly the same functionality that eShop immigrants are looking for (except having to find product IDs or SKUs for each shortcode is a bit annoying).
WooCommerce is very nice, but with some simple additions to satisfy users from eShop-style stores, WooCommerce would be much nicer.