Item malls, cash shops, item stores, and all of the other similar names describe the lifeblood of free to play MMORPGs
. These games aren't run on charity and to pay the bills and keep new games flowing companies use item malls and cash shops to fund their operations. Every publisher runs their games a little bit differently from their competitors so one store may focus more on providing new content while another could give bonuses in terms of equipment and faster leveling for buyers who spend enough.
Many prefer cash shops compared to the regular subscription plans because one could spend $10 / month and enhance their enjoyment of their chosen free MMO, all the while spending less than you would in mandated monthly fees. The item malls are a new feature for What MMORPG but it's one we will continue to grow and update as long as there is an interest.