10 cents sounds a little too cheap, with age 1 having instant troops and virtually endless supply of resources you need a limiting factor for troops production which is what population does.
If you make the civil codes 1/5 of the price, there'd be nothing stopping big coiners from just buying hundreds and instantly popping out a warcity. (OK maybe exaggerated a little, but you get the point
I think the shop itself just needs a major remodel, introduce some of the newer items, fix up the prices and actually do "special offers" instead of just having that empty tab. That in my opinion would create more revenue.
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