Since the closest I'm going to get to the Van Gogh Museum is through its' online store and its' Instagram page, I loved it. It was easy to check out and easy to browse.
Improvements or suggestions
The only way I could think that this experience could've been improved is if reviews on already existing goodies could be added to their pages. That way, for someone who can't see them in person, it would allow them to shop better. Not that quality is really an issue, but it would've been nice to see input from other people who bought the same thing.