Pretty much yes. All of the booksellers have their free reading apps, so that you can buy their books. So if you find a book cheaper at Barnes and Noble, for instance, than the price at Fictionwise, then you buy it and it downloads directly to your iPad. I use iBooks and Kindle almost exclusively, but that is just my own preference.
You have nearly limitless flexibility with your iPad. I would suggest that you get a couple of the apps (iBooks, Kindle, Nook) and try out the free books that come with them. That will help you get an idea of which apps are most comfortable to your own reading style.
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