Amazon, Google and Smashwords all have free samples. Can be 20%. Possibly Apple too.
I've read Amazon free samples on my Kobo.
If you have Calibre, (4.23 for this rather than 5.x as I write), then choice of ereader is more down to price and screen. For me the collections and annotations are important, so Kobo beats Amazon on that. I read entire Amazon ebooks on my Kobo Libra.
I never heard of instore sampling without a download. But I've never ever been in a bookstore that sold ebooks as well as paper. I do also buy paper books.
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