The big problems with the shop are two things:
1. There are no microtransactions possible, because there simply are no micro prizes. The big krit/combat rating/magic damage pots come for 375 FC points per toon per 4 hours - 3,30 € for one toon for one raid...not interesting at all. Ports are no longer needed as we have plenty of them, and all the individual vanity items are no longer purchaseable for very small money as they used to be (all vanity set items were sold individually and in a set). Their price went through the roof to a point where it is just ridiculious. You need token of gildings to buy them ingame, and those you can only get via lottery boxes...so now those small vanity items you once bought happily for a few cents cost each way over 10 or 20 €.
There is simply no nice, life improving and reasonable priced stuff you like to browse the shop for, let alone buy anything. I bet FC would make a lot more money out of the shop if they would not wait for 1 in 100 people to buy a full T3 80 toon or some similar overpriced item, but instead go for the 40 of 100 people who would buy a small vanity item here and a good pot there.
2. No unlock option. All things that had unlock options got riiiiidiiiiciously expensive after the shop revamp, because now you can only buy them for one toon. Perticularly inventory upgrades.
The "we wanted to slim the shop down so everyone can finde stuff" is just marketing blaablaa. Or does FC realy think we are too stupid to search an item shop in a game? Then maybe the shop is not well maintained, with new offers on its front page and a good search function?
If you want to make money with the item shop: bring back micropricing and the unlock option.
Bottom line, I am just so sick of trying to throw money at FC which they just do not want! Item shop? Buuujaaaa, heavily overpriced nonsense items! New sub offer and revamp of the sub prices? No, but a sub revamp that actually made the sub content worse than befor, but costs the same, so I got a downgrade for my already paid money. More payment options? No, canceling of payment options...really? And don't let me start with paypal, where it is no longer possible to pay FC via direct debit, because paypal canceles the transaction in 90% of the cases because FC is not a trustworthy shop in their database.