If Pottermore, JK Rowling's new online store, proves a success, it could provide a model for other authors and publishers and undermine the clout of Amazon, which dominates e-book sales.
that reminds me of something: i think cashmusic.org might be a good candidate. its a site providing free open source tools to help musicians setup their own business without paying cuts and fees to everyone and their little brother. right now they go with paypal - both for donations and also for helping the musicians setup payment options, but considering the whole project is pretty much about keeping the hard earned money where it belongs i think it might be easy to convince them to provide a basic bitcoin guide to their users as well.
btw: searching the web easy - when you know what you are looking for. "new online shop" doesnt really cut it.