The widely known Bookseller of US, Borders has plunged in the online e-book market claiming the launch of its new Borders eBooks online store, reports the Wall Street Journal.

It was further state that the company will be supplying the books through Canadian e-book retailer Kobo, which has recently been acquired by Borders.

Mike Edwards, President of Borders, stated that the company is only offering the only the e-book titles, and not any hardware for users. He further adds that user can read Borders' titles using any kind of e-book reader device.

Edwards aims at nothing less than 17 percent of the market share which currently is occupied with iPad maker Apple, as well as rival booksellers such as Amazon and Barnes & Noble.

The President told the media: "We'll take market share just by turning [the e-bookstore] on."