Shop page

[Please do not use all caps – topic modified]

Hi,
I notice this e-commerce plugin works starting from a Shop page.

I was wondering to omit this shop folder, since all your product’s url will be like mydomain.com/shop/my-product

Besides that my page is in spanish, so i have two questions:

1. Can you remove the shop prefix?
2. Can you translate it or replace it? Instead of shop some other word

Thanks

http://wordpress.org/extend/plugins/woocommerce/