The Web Mall is where you purchase items, there are 6 seperate tabs along to top:
Items in the Honor section require Honor points
Items in the Badge section require Badges
Items purchased at the Web Mall; unlike items won in a Treasure Box are initially unlocked and you can sell them in the Trading Center. However, gems as soon as you use them on a commander, will be locked to your account thereafter.
Web mall exclusive items
Web mall exclusive items, are items that can only be obtained by buying them in the web mall, and with no other way. These items are the following: