I would like to see something similar to what they did with the Champions Online store recently.
I find that a lot easier to use and to view items in, and as cryptic adds to the STO store, it really will become quite troublesome to check out info for the "older" items in the store for new players.
cant the STO web-people just steal the CO web-people's work?
I would only suggest they simply look how they lay it out in-game with tabs and categories. Although, I would not mind if they did an extra top branch that splits between federation and klingons.. to make it a little lighter to browse.