Maybe something to get people buying from the torishop more frequently?
Every month have an item or group of items half price for a limited time during the month, no set time comepletly random each month but chosen by msquad or something.

The item(s) could be a colour such as static and all static items would cost half the price is the torishop ( or maybe 10% off or 75% off doesn't really matter)

The amount taken off of the item(s) would be different for different items, so more expensive items would have a bigger drop in price but for a shorter period of time than cheaper items.( e.g azurite compaired to shaman).

As for items that require paypal maybe when/if they get a chance to be the item(s) of the month they will be converted to their original tc price before their update (e.g icon turning back to 300k for its time as item of the month).

A message can be globalised ingame saying what the item(s) is this month as well as how long it will last and for the website maybe a message at the top of the forums (like when people were being warned about scammers etc).

During holidays or special occasions, such as halloween, christmass etc.., their could be extra bonuses for items that relate to the occasion, such as red and green coloured items cost less on christmass or snowman becomes avalable for purchase with tc (pumpking for halloween and black/dark coloured + yellow items for that).

I think it would be nice to give people the option to buy items from the shop, rather than from other players, for prices that other players would sell them for. This would also give people a chance to buy items that nobody is currently selling from the torishop without having to pay more than it's worth (in the minds of the community anyway).

I'll be honest I was thinking of borderlands "item of the day" idea when I thought of this so it may not adapt well to this game, but I thought I might as well post it here and see anyone's opinions on the idea.