Lord of the Rings Online is still under NDA lockdown, Turbine's opened a crack in the door to allow a few beta testers to jaw about the LotRO store. On the EU site, beta testers were encouraged to submit their thoughts and experiences with the new store for non-testers to assimilate, with four stories chosen to be posted.
Although these stories come with the caveat that they were hand-picked to be shared, they seemed free to share both likes and dislikes about the store. Some of the positive mentions include the speed of the store's delivery to player inventory, the sheer amount of items available, fun items like emotes and mounts, and general ease of use. They report that cosmetics are a big hit with beta testers.
On the flip side, the authors were critical of the unfinished feel to the store and the fact you can't see the items you're purchasing in the dressing-room window. Generally, however, the four testers are upbeat about this new LotRO feature. You can read their full thoughts at LotRO EU's site.