Moskva , one of the biggest book shops in Moscow, started offering ebooks
on their site and in the shop. For now the procedure is a bit complicated but it's a start.
Blog post about the experience (
Google translation).
Basically for now it's not much more than a PC in kiosk mode locked to the shop's ebook site, but you can top up your account directly in the shop with cash, and the personnel is there to explain and help.