Yeah that isn't actually a shop, it is a product listing. While Hasbro does have an online shop they don't have the mini-figures yet. My guess is that the mini-figures haven't had a major state-side release yet. I mean Entertainment Earth doesn't even have them yet. If I had to guess it will probably be around March before they get a wide release.
All that said they do have the
Friendship is Magic gift set available. It features larger sized figures of Twilight Sparkle, Applejack, Pinkie Pie, Spike and Princess Celestia. It runs for about $20 bucks but I would hold off since I get the feeling that we going to get a line of the individual figures.