Hello, this is a post where i will try to say that a cosmetics shop is Pay to win in an mmorpg. There might be some bad english we'll see.
Tl;dr at the end.
We need to first think about what constitutes winning in an mmorpg. What is the easiest way of telling if someone is winning in an mmorpg?
Well that is easy, they look awesome.
If that is true then a cosmetic shop in an mmorpg would be PTW especially if those cosmetics look as cool as the best gear you can get in the game.
Actually a cosmetic shop is in some ways worse than PTW, because it gives you an hollow illution of winning.
A cosmetic shop also underminds the most important thing in an mmorpg, prestige.
Showing you are better than others is THE most important thing in a community based mmo. Why do you think people in vanilla wow and classic wow with the best and coolest gear just hang out in the most populated areas?
A cosmetic shop is the antithesis of prestige, there is NOTHING speciall about someone paying to get something instantly to "skip the grind".
The items would be known and you would be looked down upon by those who actually EARNED their cool rweards.
If a cosmetic shop is added then the people making the game have an financial INCENTIVE to make everything else look worse.
Why do you think the cosmetic shop is there for? To sell cosmetics (obviously).
Do you think there is no way that anyone will buy it? Well that is sadly not true because there WILL be casuals and stupid people that will buy them. If nobody buys the copsmetics then the game will suffer to make sure people use the cosmetics shop.
There is barely anything to be gained by having a cosmetics shop in an mmorpg, those who buy the cosmetics get an hollow victory for about a minute, those who do not buy them look down upon those who do. Those who do not buy them may risk looking like shit.
If you are going to argue that "it's just cosmetics" then why don't we all just wear potato sacks and wield sticks? If you want a great explanation to why it's not "just cosmetics" then Jim Sterling has a great video on it here:
https://www.youtube.com/watch?v=Ce5CDrq4dGg
The only real positive with the cosmetic shop would be intrepid earn some more money. That COULD translate to a better game, but what is the probability of that? Microtransactions don't have a place in mmorpgs, they can only make the game worse. There are some mircotransactions that are close to ok like: Namechange, server change and maybe race and gender change.
Please consider to rather add a box cost instread. A box cost that would include 1 month of subscription, maybe 20$ - 30$.
Or the BEST alternative for the players, just don't add a cosmetics shop.
TL;DR - A cosmetics shop in mmorpgs is PAY TO WIN and the players get a worse experience.