I think the estore is a massive improvement over past offerings and theres only a few minor things that need to be addressed.
I think it desperately needs a bunch of UI and navigation improvements.
I'd kill for an option to toggle the icons like the home screens. I'd like to jump to icons quickly without having to scroll through those glorified store ads. It's probably intentional, to forcefully expose you to them, but I'm still hoping they'd wise up and add it.
Next are prominent icons for genres or predetermined key filters, instead of clicking menu > search > edit filters to generate lists.
Speaking of lists, a LIST view would please me, like the one in the "Chart" section.
I get what they're for with the current UI and browsing experience, but it's really counter productive for me, the experienced, non casual browser. I rarely launch the store without a a predetermined destination in my mind. .
(I'm not even gonna bother with bitching about account and wallet settings, because that has more to do with Nintendo's backwards philosophies rather than the app design itself)