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Wouldn't using Amazon for Kindle books cut a significant chunk off the small online shop's income?
It would of course be the easiest for the user, although there are other things to consider - I'm not sure if Amazon allows books in "random" (not-major) foreign languages? (I assume they do but IIRC there at least used to be some restrictions for the KDP/self-published books?)
And also, a "local" shop can often offer payment methods specific to the country, e.g. bank transfer, local debit cards, PayPal. Most international customers need a credit card to buy on Amazon, as far as I know, and depending on the country, this might not be something the majority of potential customers will have.
In any case, I also don't know any way to automatically send ePub books to ePub readers, but Kindle books can certainly be sent directly to Kindles. One place I'm familiar with that uses that mechanism is NetGalley: the user has to download the ePub or PDF file but - if the publisher has allowed that - can also opt to send the book directly to the Kindle.
I don't know how it's set up on their end, but on the user's end, it requires telling them your Kindle e-mail address and adding the sender's (in this case NetGalley's) e-mail address to allowed e-mail addresses on your Manage Your Kindle page. (In an online store's case, the store has to provide the user with that information, i.e. the address they're using to send the books to the Kindles.)
It's not particularly complicated and any Kindle user who has looked into sending "personal documents" to their Kindle should be familiar with the process, but it certainly takes a couple of extra steps. And the books will likely show up as "personal documents", not "books".
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