Blizzard is experimenting with an in-game transaction store for World of Warcraft. The Enduring Elixr of Wisdom, a consumable potion to double XP, has appeared in the public test server with the note “In Game Store.” When asked, a Blizzard representative confirmed on the Battle.net forums that the consumable is part of an ongoing test for an in-game shop.
We are currently exploring the possibility of adding a way for players in certain regions to make purchases directly within the game. As part of this process, elements related to this will be appearing on the PTR. We’ll provide additional updates on our plans as development progresses.
Blizzard already offers in-game products like mounts and pets through a web store, but this would be the first public acknowledgement of a store being built into the game to offer player buffs.