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I personally prefer Kobo. They may be your best bet, since they have DRM free options, and don't try to lock you into their device like Amazon, or B&N (although they do have their own reader, but that came out way after they started selling ebooks). With B&N, typically only people who look there are nook owners. Sony store, same thing, but with Sony readers (and even many Sony Reader owners don't buy there). You know the deal with Amazon. There are other retailers too, like Books on Board, etc, but most are smaller than the aforementioned.
Apple iBooks is a pain to submit to. You have to own an Intel Mac with at least OSX 10.6 installed, in order to run the program to submit the book, and you also have to have an ISBN for the book too from what I've heard. On top of it, only iPod Touch, iPhone, and iPad users can buy from iBooks, and no DRM free options. If you have that Intel Mac that you used to submit your book, but don't have an iOS device, then you can't even get your own book.
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