Technically I think there are at least 3 official websites. I got mine through shop.boox.com I'm Asia Pacific so that was fine. I picked Hong Kong warehouse (I think UK was also an option to pick, Brexit would be the reason that's on its own now). Then there's the US and Euro store which you can choose from off the main website to redirect to,
https://us.boox.com/ and
https://euroshop.boox.com/. Could be for a number of reasons, tax, regulation, keep import duties lower and shipping lower (I don't think it's shipping that cost me an outrageous packet and coming from Hong Kong isn't that expensive usually).