Have you set your NNID or Console region settings (the ones at system settings) to anything different than USA? if you were from another country and set it to "Paraguay" for example, you would only see what paraguay's eshop has in store. The same for anything different than USA if you have an -U console.
If i set my location to "venezuela" the eshop would be completely empty for me. Even though I have an -U console.