As you surely know, there are a lot of games that have an item mall and rely on it as their primary or even only way to get revenue for the game. Such games obviously want people to buy stuff from their item mall. I've recently concluded that many games are going about this all wrong.
Games want to direct players to go look at what is in the item mall. Sometimes they do this by having pop-up ads that advertise various things in the item mall, especially something new or discounted. For example, perhaps you get some ads that cover much of your screen when you log in, or at certain other times that the developers think that you won't be busy.
The problem is that people hate pop-up ads, and have for decades. That's hardly unique to gaming, and is the reason why web browsers added pop-up blockers early in this millennium. Advertising item mall contents by shoving them in players' faces when they want to do something else teaches players to think of the item mall as an annoying source of pop-up ads, in addition to whatever else they might dislike about it.
If you want players to have a serious look at what is in your item mall and maybe even buy something, you don't want to teach them that your item mall is really annoying. Rather, you want players to think of your item mall as a place to go get stuff that they want. And the way to do that is to have players go get stuff that they want from the item mall--even free players who don't pay money for your game, or at least haven't yet but might in the future.
Any free stuff that you're going to give players should be run through the item mall. Daily login rewards? Make players open up the item mall to claim them, like how Dauntless does. Downtime compensation? Put the bundle in the item mall. Events that give out some item mall stuff for free? Add a limited purchase quantity entry with a price of "free" to the item mall where players can get the freebie right next to where they can buy it in unlimited quantity for money. If you've got a ton of cosmetic items to sell, make one free for a short time every once in a while so that players have to have a look at what is there to go claim it.
You can also take the Tree of Savior approach of giving players a small amount of item mall currency for free, and making a few minor items available from using just the free currency. In Tree of Savior, you got $0.10 worth of item mall currency every four hours, and it was capped at $0.50. That way, players get used to not merely opening the item mall and claiming free stuff, but actually shopping there regularly. And that applies even to currently free players that the company hopes to convert to paying players.
For the most part, this advice is for the benefit of game developer and publishers, not so much players. But it would still be better to go claim your daily login rewards at a time that is convenient for you, rather than having stuff shoved in your face when you're busy. If you're in the middle of something and get disconnected, having to take a few seconds to click off the pop-up ads for item mall junk when you log back in is a nuisance.