I have played ~150 hours of Darktide now, and the more I have been playing, I have slowly lost love for the shop. It started as indifference, now it is dislike. Regardless, thought I would throw my two cents in for a way to improve it.
I think we should add a new mechanic for gear acquisition, and the shop. We make it more in line with how Vermintide 2 did loot. No loot boxes. But instead, every mission, you get a token/coin/whatever. This token, allows you to re-roll the shop, and based on the difficulty of the mission the token was acquired in, it gives better loot.
This would solve two issues for me personally, where I find myself not wanting to play besides getting my weekly quests done, or loading it up to look at the shop. I want to get new things, and strive to improve, but the current system does not encourage this. I believe this method would help in solving this issue without changing it much.
Also, keep the 50 minute free rerolls, just incase you don’t want to use a token.