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Both of our two main bookshop chains sell eInk readers (Sony, Kobo and PocketBook) both in-store and online. One also sells some low-end tablets; the other sells only eInk readers in their "e-readers" section.
One of the chains now also has its own reader - a customised PocketBook Touch Lux (156 €), which offers an Estonian UI and a direct shop-from-device option; it comes bundled with 100+ Estonian public domain classics and a couple of new books.
They also sell Kindles and include a link to Calibre on their purchase page (Estonian ebooks are sold with social DRM, i.e. watermarked, so they can be freely converted for the Kindle without removing DRM).
There was more emphasis on tablets a year or two ago, but the more ebooks are released and the more popularity they gain (it's still very, very low, but slowly improving), the more the emphasis has shifted to selling eInk readers.
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