Pretty much as Cataclysms has said. There's the marketplace which will have stuff later on most likely. They did say some micro-transaction stuff was in the works for vanity type stuff like costume pieces etc.
As far as your buddy key goes. Same thing happened to me in that my CE didn't have the buddy code anywhere in it. But they're aware of the issue. To sum it up just go log into your SoE account and set up a support ticket, they'll get you the code.