Of particular interest is the creation of a new EVE currency, Aurum, which Zulu says is acquired when you break up PLEX. "Each PLEX gives you a bunch of Aurum that you can spend in the virtual goods store. If you don't want to spend Aurum on these vanity items, you can always wait for someone else to do so and then buy it off them for ISK. [...] Items bought in the virtual goods store will be transferable between characters, just like PLEX is today," he explains.
Zulu also points out that the item shop is for vanity gear only, and you'll want to head to the official EVE Online website for all the details.