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You can sell eBooks off your own website and after purchasing allow the user to download. I do that today on my site. The reason Amazon, iTunes, Barnes & Noble, Kobo, Google Play, etc take a percentage is because of the huge exposure they give you.
You don't need them to sell eBooks, but you better have a plan to market your product yourself.
Check out my site in my signature for how I do my online store. You can download one of the free books as an example of how the store works if you want.
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