Answering your question - of-the-shelf solutions like Spree will cover my requirements, but… I will certainly try to make my own app 
ykostov
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ykostov
al2o3cr
“5K users” is not much information, but I don’t imagine Phoenix would have any trouble serving that load on reasonable servers.
An alternative question: what are your requirements that preclude an off-the-shelf solution (like Spree etc) or even a hosted approach?
“Show products and let users buy them” is a pretty well-covered problem space, but it takes a lot of work to build a clean and consistent user experience - work that you might not want to do over again without a good reason.
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