All of my changes would be to the shop…
Ability to purchase gold cap increases. They can be small amounts like $5 for a 5 Gold increase.
Ability to purchase Character slots.
More cosmetic items of all kinds.
This games shop should have been updated 7 years ago, it is way behind on what other F2P games has and Funcom could be making far more money if they do it. It would also remove many of the roadblocks that keep players away like that very low gold cap.