Bol.com is a web reatiler based in the Netherlands. They've been selling ereaders and operating an ebookstore since September 2009. Just this week they announced a new version of their ebookstore that you can access from a Wifi equipped ereader.
At this point it looks like the only device that can use the new ebookstore is the Bebook Neo. But the iriver Story Wif is just coming on the market so that should change soon.