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Is there a way to customize the text so that for product 1 it can be “Buy it Now” but product 2 is “Add to cart”?
You can use the following option to specify a different button image to be used for the different products:
WP eStore – Customizing the buttons (changing the button images)
Also, the following feature could be useful for you to create your own text or button and then hook the URL to make it a buy now or add to cart type button:
eStore – How to Use a Text Link or URL to Accommodate the Purchase of a Product
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