I've been in a similar situation, the danger being that using a word that people are not accustomed to will lead to confusion of what it is they are going to do - and may lead them not to click on it resulting in less sales (e commerce seems to be iffy that way)...but; a quick synonym search brings back: acquire, purchase, procure, obtain or get - and that was in outlook - so sure there's others - and personally I think they all sound less harsh/capitalistic than BUY NOW! maybe not zen - but softer. but - when all else fails - do a quick and dirty test - see what a couple of users prefer and can relate to - you can even put it to your loyal large following... my 2 cents.
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