Run the app using shared idea run configuration.
Access the servlet at <server:port>/app/shop
path
Or simply run
mvn jetty:run
and you can access your servlets.
To generate effective web xml using jetty maven plugin, run
mvn jetty:effective-web-xml
and this shall generate web.xml in target directory.
To run non http servlets, use tomcat plugin.
mvn tomcat7:run