The term 'BUY IT NOW SITE' is referring to the online marketplace eBay, which is a four-letter word. eBay is an American multinational e-commerce corporation based in San Jose, California that facilitates consumer-to-consumer and business-to-consumer sales through its website. It was founded in 1995 and has since become one of the world's largest online marketplaces, where people can buy and sell almost anything.