This morning Borders Group USA opened the proverbial electronic doors on its new e-bookstore, entering a highly competitive market with rivals Barnes & Noble e-bookstore, the Amazon Kindle store and Apple’s iBookstore.

The Borders e-bookstore is set to offer 1.5 million titles, including some free books, with Borders Inc. president, Mike Edwards, saying he hoped to eventually achieve 15% of the e-book market, but they had no plans to follow in the footsteps of Amazon and Barnes & Noble by introducing an e-reading device.