The concept here's great. I love all the hero and item descriptions (especially the Celeste reference and gun.), The art itself is also pretty neat, and I love the mechanic of just buying hero equipment.
That being said, my only real issue is that the hints for the correct equipment can be a little too obtuse. Some were obvious even in lategame like the really cool guy, but stuff like the character described as Robin Hood not needing a bow, even a quad one? Timmy Kingson not being okay with all three swords despite asking for a really big one?
I'd also clean up the UI a little more, since it blocks the lower row of items and shows the left button when you can't go any further left, but that' a lot more minor.
Other than that, though, the game's pretty good. I'd love to see this polished and expanded on.