There's one thing that has held me back from buying items and it's quite simple: The purchased item does not accumulate to the other character on the account i purchased it on.
So my suggestion is to have a purchased item to be accumulated to all currently 'available' characters on the single account.
A few exceptions I can understand would be denying it to linked accounts (Vet account) .
Things such as tokens, victory points, xp bonus, and anything that would apply to a single character boost are some of the stuff excluded from this as it would break integrity and a great way to cheat, and lose interest fast.
I welcome any criticism on the subject.