Good morning Smart Addons,
When loading the start page, load the module perfectly with your links by calling SEF (example:
www.mydominio.com/shoes-coffe-38), clicking on Load More will appear the new products but with the url Native of joomla (example
www.mydominio.com/index.php?option=com_virtuemart&view=productdetails&virtuemart_product_id=1178&virtuemart_category_id=4), ajax does not make the call to translate the generated links to SEF.
Please, how do I solve this problem? I have reviewed your Demos and the same problem happens, you have not noticed this in your demo?