Pros
You feel important. This in of itself is the biggest pro for me working at a small company. Your roles are defined, dynamic, and rewarding. You play an integral role and feel as though YOU are making a difference to the overall betterment of the company. The CEO makes direction clear and attainable while pushing you to try your hardest. Management is excellent at retaining core values of the company and offers incentives in quirky and fun ways to keep morale at a high. Management encourages and nurtures individuality and recognizes those who step up to the plate. Coworkers and office culture is second to none, with everyone feeling like a friend or a long time neighbor. Very little in the way of office politics and problems that can't be worked out. The atmosphere is friendly and relaxed. Office wide events are held often. With all of these wrapped into one, this has made for the best company I've ever been privileged to work for.
Cons
There are very few that I can think of that would even merit labeling as a "con". The only might be the balance of work/life come Christmas time as things get very busy but that is what is to be expected of any retail job (online or not). A lot of work goes into Q4 but you are rewarded handsomely for your efforts.