There’s nothing incompatible about Marxism and shopping.

The USSR (which is, to be clear, not even a great example of Marxism in action) had money and shops. When Marx talks about ending “private ownership” that’s not the same thing as “personal property.” People can, and should, own things.

The problem is when individuals own the means of production - banks, factories, companies - and other resources such as, hospitals, housing estates and city blocks that should belong to and benefit the people as a whole.

Oh I think he understood the appeal, he just thought it was hollow.