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Walmart and Kobo launch Walmart eBooks, an online e-book and audiobook store

Walmart will also sell Rakuten -owned Kobo e-readers both online and in stores. Today, customers will see a variety of Kobo e-readers for sale on Walmart’s e-commerce site, and later this week, Kobo Aura e-readers will hit 1,000 stores. But customers won’t need to own a Kobo device to read these titles. Instead, the e-books can be accessed through co-branded iOS and Android apps, which also launched today. Rakuten says its relationship with Walmart is part of the company’s larger vision to serve a worldwide audience. The company, founded in 2009, was built with the goal of operating in multiple markets worldwide, including in different languages and currencies. Today, its content reaches 190 countries, and has localized stores in 24. “Although we are a company that focuses on selling a digital product, retailers and store experiences have always been an important part of the mix in every country we operate in,” said Michael Tamblyn, Rakuten Kobo President and CEO, in a statement. “That’s why we’re excited to partner with Walmart as we grow in the U.S. market. Together, we can provide even more people with a great reading experience, whether that’s print, digital or both.” Obviously, Walmart’s partnership with Rakuten is a way for the retailer to better compete with Amazon, when it doesn’t build its own e-readers and tablet devices, or offer its own e-books and audiobooks catalog.

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