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I usually don't search this way, but many people will put the verb into their search query. In these cases, I think they would be more willing to use "buy yellowish-green widgets" than "purchase yellowish-green widgets".
You also need to consider the context. Of course the original question was about putting it on the button, and not in a paragraph. Depending on the context, either purchase or order might make more sense, but you can be fairly certain that "Buy Now!" will work better for you than "purchase" or "order".
One big drawback with "order" is that it will not appeal to the part of your brain that wants whatever it wants RIGHT NOW! Order implies something arriving in the future, which of course is true, but at that level, logic does not rule your unconscious.
Order also fails on the ambiguity front. What else does "order" mean? And is it something that leaves you feeling as good as saying "bye now" to the cute little 3 year old as she is getting lead away by mommy?
buy implies spending
while order implies commanding the company you are buying from (and thus commands a certain amount of expected customer service: in other words if I place an order to your company I expect the order to be obeyed to perfection)
a good guide is to use the language of your own customer base- if most email you asking for more information on product they would like to "buy" use buy
if the majority use another expression in their inquiries adapt accordingly. The more you customer gets the feeling they can relate to the individuals behind company they are buying from the more likely they are to buy, order, purchase eerr whatever :)
Nothing's better than seeing how your actual customers react on your actual site to variations on design, content and labelling.