There are a couple of ways to handle this.

1. There are no +1 magic items.  All magic items are individual and rare.  Instead of a +1 longsword, you are wielding "Death bringer," passed down from kings of yore.  It's still a +1 longsword, but the player has no idea that is all it is.

2. Cthulhu it up for scrolls, books, wands, etc. All magic items come with drawbacks or negative consequences.

3. Magic is the realm of the local "extracurricular businessmen's association." You want to sell your potion of healing or your +1 leather armor, you'll pay protection to then every week.  Need some help paying for it, it's 2 points above the vig.

4. *No* magic at all that isn't a divine miracle.  No wizards who aren't lunatic hermit weirdos who experiment on stolen orphans.

5.  *Natural* healing and chirurgery - no magic options

I don't like commodifying magic items into routine over-the-counter supplies. It sorta takes out the "magic" out of magic for me. So 3e Magic Shoppe (let alone with feats Magic Factory) leaves me cold, and 4e Magic Grocery List expectation rubbed me wrong even worse. But 5e, with its less statistical reliance on magic boosts, does not feel that way. That said the proliferation of powers & features to keep up with is its own cost and hence a point I prefer TSR D&D.

I find restrictions help spice up magic item allure, even if they may lower desireability. So type weaknesses, time or space restrictions, activation or maintenance costs, asymmetrical or tangential benefits, etc. are bookkeeping effort, but fun juicy flavor.