Hero's Way Shop becomes available once you complete the tutorial. You can access it by tapping the Shop tab in the upper-right corner of the Hero's Way screen:
You can also select the Hero's Way Shop tab when you open any other Shop:
Here, you can spend Hero's Way Coins to purchase Champion's Coffers, gold, Skin Stone Chests, Heroic Nesting Dolls, hero equipment, and Soul Stones of Tristan, Peppy, and Xe'Sha.
Another currency is Hero's Way Certificates. You can spend them to purchase large Skin Stone Chests, Golden Horn Boxes, and Matter Transfigurators.