You can simply make a link to your .epub file. Any browser will then download it as they can’t simply display the file contents. In iOS the user will be given the option to “open in iBooks”. On a Mac it may open in iBooks automatically.
The only reason I suggested putting it on a digital book store is to get around the problem of not having a download progress indicator in iOS; the issue is then the responsibility of the iBooks app. And you can put a direct link to the book on the store in your web page. But it’s absolutely not essential as you can simply link to the book file yourself. And let people know how big the file is and that they won’t see any download progress info if they’re using a mobile device.
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