One of the main issues, not the only one, is that the store is generally mostly an unlocker especially for new players. I'm proposing LOTRO transitions to a more cosmetic centered store instead of unlocks as the primary reason for the store being there.

The easiest example and most well known MMO that does this and does it well is Warframe. It's the definition of a 100% F2P game who's revenues come entirely from cosmetics.

But that might not be a fair comparison to LOTRO so than ESO. The store has unlocks ofc, the amount of dlc is a ton more than LOTRO, but it has the cosmetics to back it up.

All I'm saying is that as a new player in 2020, you wouldn't want the first thing you see when opening the store is all the unlocks you have to get but rather you'd want to see the possible cosmetic options which btw alot of players nowadays are really into. Fortnite, every Japanese gacha game, GW2, WOW, ESO, etc.

1. New cosmetics: it's been years since they added any especially for steeds and it's a shame cos given the design team you know they've got ideas for cosmetics.
2. More furniture/housing sets: Same with the first. The store lacks premium content in general and given how much ppl do the festivals for cosmetics/furniture, it's a loss for them not to add any to the store.
3. Higher LP amounts: this mostly comes from what you can buy, rn 600 LP seems to small given how much prices for about anything in the store. Maybe bump them up to the usual prices during LP boosts? In theory this makes ppl want to buy LP more since they get more for their buck also MMOs that generally sell high increments of their in-game currency tend to have ppl buy from it more. Aka Warframe, ESO, Genshin Impact, etc. Would definitely be a good thing if they gave bonus LP weeks more often.
4. Add more premium content: Let's accept it. The store is an unlocker at most. This one mostly relies on them having a steady stream of premium content such as races, classes, unlocks which are cosmetic at most like an increased quest count tracker, more premium housing.

What do you guys think? I genuinely love this game and have been playing since ROI but when compared to modern MMOs, LOTRO's store kinda feels archaic.