Kobo is now selling its eReaders directly to consumers on Kobo.com to customers based in Canada and the United States. The company is now selling four devices, as well as accessories through this e-commerce enabled site. The company will continue to sell its devices through its retail partners which include: Best Buy, Indigo-Chapters, Toys“R”Us, Target,Walmart, and Staples.

The Canadian-based company, which is owned by the Japanese e-commerce giant Rakuten, also revealed today that it is on track to become a billion dollar business this year. The company now has more than thirteen million customers at its eBookstore, which is accessible through Kobo eReaders and through various apps.

The company also revealed that so far this year, Kobo users have spent 10 million hours reading and turned more than 1.3 billion pages.