I believe you should be able to see the chat while your in the shop, I know that with more time playing I will not have to be in the shop for very long but for only playing on sunday for a little time I feel like I could've missed on some important actions that need to be carried out in the game as a push or defend while spending time looking through the items.

So I would say somehow make the chat appear atleast maybe just a phrase of what they are saying then disapper.