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The Shop is where a variety of In App Purchases take place. First PokéCoins must be acquired from either purchasing them or slowly acquiring them via the Defender Bonus. At this point you will have access to buy the following items and upgrades.

Items

Picture Item Poké Coins Coins per Item
Pokeball  20 Poké Balls 100  5 coins per ball
100-poke  100 Poké Balls 460  4.6 coins per ball
200 Pokeballs  200 Poké Balls  800  4 coins per ball
Incense  1 Incense  80  80 coins per item
Incense 8  8 Incense  500  62.5 coins per item
Incense 25  25 Incense  1,250  50 coins per item
luckyegg  1 Lucky Egg  80  80 coins per egg
luckyegg-5  8 Lucky Eggs  500  62.5 coins per egg
luckyegg-20  25 Lucky Eggs  1250  50 coins per egg
TroyKey.1  1 Lure Module  100  100 coins per module
TroyKey.15  8 Lure Modules  680  85 coins per module
Egg Incubator  1 Egg Incubator  150  150 coins per incubator

Upgrades

These items affect your trainer as a one time purchase and can be stacked.

You start at being able to hold 250 Pokémon. You can upgrade this to 1,000 after 15 purchases of the Pokémon Storage Upgrade for 3,000 Poké Coins. On the item size of things, you start being able to hold 350 items. You can upgrade the item max to 1,000 after purchasing the Bag Upgrade 13 times for 2,600 Poké Coins.

Picture Item Poké Coins Coins per Item
ItemStorageUpgrade Bag Upgrade 200  Increase the max number of items you can carry by 50
StorageUpgrade  Pokémon Storage Upgrade 200 Increases the max number of Pokémon you can carry by 50