The cash shop was clearly intended to work for people who play a single character only. Not only can you not buy things for more than one character at a time, you cannot even buy the same item within the same purchase more than once. Because of this, if you wanted, say, an emote for 5 different characters, you not only need to buy it 5 times, you need to do so across 5 separate transactions, inputting all of your info over and over each time. This rapidly becomes tedious enough to discourage such purchases. With that in mind, I propose adding the following:

A) a system whereby multiple items can be bought, including multiple instances of the same item, and each item within the purchase can be sent to different characters at the same time, including the same item being sent to both character A and character B without being lumped together as a single delivery.

B), just give us account wide emote purchases at like 5 or 10x the base price so we don't have to deal with that tedium anyway. Would much rather just pay 10 bucks once for dote across all characters than 8 bucks to get it on just 4, but having to go through the hassle each time I buy it.