I have voiced my opinion numerous times, in forums and with develoment team directly, on the downfalls of the current shard shop.
I currently have 483,615 shard shop currency. I have spent a total of 900 currency on three purchases of Vader shards. That's it, because for me, nothing contained in the shard shop would further my character growth and progress.
You see, the shard shop was supposed to be created as a means to do something with all of the excess shards a player had accumulated. It was my initial thought that this shard shop wouldn't carry other shards... instead, I figured that it would allow access to additional gear bundles, ability materials, credits, training droids, and the chance at other content yet to be released in other in game features.
Using excess shards to buy more shards of the same characters made sense somewhere along the way. How that happened remains a conundrum to me, but I'm no developer, so I can't rightly say I would have thought otherwise on this matter.
My plea for the development team is this-
Make content available in the shard shop that would not be easily obtainable in other areas of the game. Afterall, most of the players with significant amounts of shard currency have spent quite a bit of money to get them.
I know that EA and the Devs don't want to alienate the F2P players, but they too can enjoy the spoils of the shard shop if they farm toons that they have seven starred. This may take away from their main focuses, but at least they didn't pay for that loss of time.
Nevertheless, I feel that the release of new characters, ability material bundles, and gear bundles would be a great start for a shard shop change.