First of all, let me say I fully support the game and I subscribe every month... BUT...
We need MORE items, a vast amount of items to choose from in terms of costume armor, WEAPONS, Shields, you name it. Mounts... Mounts are things people like to collect and there should be a heap of them in there. ESO is missing an opportunity to make a large sum of money via virtual items... Look at games like Tera... Vast amounts of things you can buy in the store. Don't use WOW as your example, their store is also weak as compared to others....
However, offering ONE SINGLE outfit at 20 bucks is a rip off, especially when it doesn't look all that great to begin with, isn't dye-able and you can get THREE other outfits of a different choice for 7 bucks...C'mon guys, you've done a great job with the game the past year... now, catch up with the store, keep the prices reasonable and offer many things, rotate out things to make them a bit more ''rare'' and people will flock to the store....
Oh, and 5k crowns for a portable banker and merchant? Seriously? Lets be real....