Great question. The demo uses a plugin called WooCommerce to run the product side of the site. You can install it by going to plugins in your WordPress dashboard and clicking on Add New. Search for WooCommerce there and click the install link. Once it finishes the install, click to activate he plugin.
That will add in two new menu items to your WordPress dashboard; one for products and one labeled WooCommerce. The settings for your store will be under WooCommerce. You can begin adding your items to sell under products.
If you have questions, let me know.
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