I inquired about the underlying technology

Gallery: It came in the Weblog Party like a Pilgrim Buy WOW Gold tipster named James sent us a pointer to store.wowhead.com a little bit though ago, and as a couple of individuals have noticed given that, the Wowhead retailer is now open for company! Here's what they are promoting:
 Official Wowhead merchandise (a t-shirt, a hoodie, as well as a mousepad, so far - does anybody nevertheless use mousepads?) WoW paraphernalia, like these steins, and some LapWorks and Steelseries hardware goods. Some random gaming hardware that seems to have absolutely nothing to do with WoW, like Guitar Hero for PS2, and Xbox 360 accessories. It's at a discount, though, so that is cool. The Burning Crusade collector's edition. I guess they had some extra copies [now appears to become sold out].

One exciting feature of your retailer is "reward points." Every item you can buy gets you a certain number of reward points; the amount loosely correlates with price, but I couldn't determine a direct correspondence from 1 to the other. Basically they idea is: invest in stuff, earn points, spend points on rewards. So far the rewards consist on the original WoW and the various Wowhead merchandise, and the points add up fast - as the site points out, a $30 Xbox controller nets you enough points for a copy of WoW, and almost enough for a t-shirt.

For the technically inclined, I inquired about the underlying technology of your shop. The front-end work is all in-house, and so should hold true to the beautiful Wowhead aesthetic, but the e-commerce engine is the popular open-source platform Magento.