Are small eBook sellers fighting a losing battle?

Jeremy Greenfield at Digital Book World has analyzed the data from a November survey and states that 86% of eBook buyers “buy ebooks from only one retailer, most likely Kindle, iBooks and Nook…”. Not surprisingly, owners of Kindles tend to buy eBooks from Amazon while Nook owners tend to buy from Barnes & Noble.

What does this mean for the small and/or independent sellers?

As Mr. Greenfield stated “The smaller ebook retailers have an uphill battle to fight when it comes to not only attracting new readers but keeping old ones.”

Part of the problem is that Amazon and Barnes & Noble make it extremely easy to purchase eBooks and have them delivered to the reader. Purchasing an eBook from a different retailer requires the purchaser to take an extra few steps to move the book to the device. While not difficult, it is still less convenient.

Perhaps the small and/or independent sellers should concentrate on the mobile app marketplace and skip eReaders altogether?