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You can only publish kepubs on Kobo.
Amazon takes regular epubs. They have 90% of the English speaking market.
Smashwords sell Kindle format & epub direct. They also supply the epub version to Kobo, Barnes & Noble, Apple, Scribd and Overdrive. Basically NOT Amazon and Google.
Google has negligible ebook sales, but you can upload the SAME epub to Amazon KDP, Smashwords and Google.
We use a dual mobi for Smashwords Kindle sales that's made from the epub we upload to everyone.
The kepub is a proprietary Kobo format for their store. People can also get the epub version from their store.
We've had Kobo, Apple, Scribd, Barnes & Noble and Tolino sales from the epub uploaded to Smashwords. There is no obvious indication in those stores that we didn't upload to them directly.
That will give you close to 100%
Uploading epub works better than uploading docx or doc. Our epubs created with Calibre are fine. You can download samples from our site.
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