Aldryn Django Oscar is a simple wrapper around django-oscar to easily install the package on Aldryn Cloud.
Oscar is an e-commerce framework for Django designed for building domain-driven sites. It is structured such that any part of the core functionality can be customised to suit the needs of your project. This allows a wide range of e-commerce requirements to be handled, from large-scale B2C sites to complex B2B sites rich in domain-specific business logic.
ALDRYN_DJANGO_OSCAR_URL_PREFIX (defaults to shop): the URL prefix for Oscar views.
See this addon's URL patterns for how this is used: https://github.com/aldryn/aldryn-django-oscar/blob/master/aldryn_django_oscar/urls_i18n.py.