Until 1 January this year, a self-published author or small independent publisher had a couple of choices for where to sell their ebooks. The most obvious, and easiest, was through a big platform such as Amazon, Nook, Kobo, Google or iTunes. These companies took a sizeable cut of sales, and had terms and conditions that could change at any time, but it was worth it for the exposure.
Authors also had another option: to sell ebooks to readers directly through their own website. This required the wherewithal to format an ebook file and set up a PayPal plug-in, but it meant that authors got all the money from book sales, and were protected from the whims of the big retailers.