Oh, they do not automatically activate when you buy them, you have to activate them yourself.
First, click on the shop tab at the top of the website and that will take you HERE
From there click Deactivated, that will take you HERE
After that, go to the item you want to see in-game and click Activate.
This will move the item to your activated inventory.
Please note that if you have more than one force activated only one will show in-game, therefore deactivate all other forces besides the one which you want to see in-game.
If you don't see your activated force, /dl [yourusername] then /lp 0 [yourusername]. If it still does not show, wait 24 hours.