HAHA! Funny enough, two weeks ago I wanted to learn how to create unique NFTs and a friend said "if you can sell my soul with an NFT, I'm in" ... yesterday I pushed the first test live (no minting yet) https://test.soulz.art
Very interesting. The scraping aspect of it scares me a bit if they don't stay up on the various changes a retailer might make to their store. But all in all, this could shake some shit up.
I love WordPress for it's flexibility, sheer market dominance and that I've made a decent amount of money from it. But the code base is aging - yes they keep the front-end fairly modern, but the underlying code for the plugins, themes and whatnot are in need of a massive upgrade. I'd like to see the entire theme and plugins system be revamped with a true OO based approach.
You'd want to do it as a WordPress plugin, this way you're not fucking around with any core files and it should be upgrade proof (for the most part). Start Here: http://codex.wordpress.org/Writing_a_Plugin
I'd put the marketing site at whatever.com and the app and app.whatever.com.
You then decide what types of information needs to pass between the two systems. Instead of porting your entire frontend you simple build a few API calls and pull those in with WordPress.