By Jeffrey A. Trachtenberg 

Subscription book service Oyster is expected to unveil an e-bookstore Wednesday that will allow consumers to purchase titles on an a la carte basis.

New York-based Oyster, launched in 2013, had previously only offered a $9.95 a month all-you-can-read subscription package that allowed consumers to choose from more than a million titles.

For the new e-bookstore, Oyster has struck deals with the country's five largest publishers and others, including Houghton Mifflin Harcourt Co. and the Perseus Books Group.

Many publishers want to sell their digital titles as widely as possible to lessen their dependence on market leader Amazon.com Inc.

Amazon last year was involved in a lengthy dispute with Lagardere SCA's Hachette Book Group over e-book terms before the two companies reached agreement in November. HarperCollins Publishers, which like The Wall Street Journal is owned by News Corp, is negotiating a renewal of its contract with Amazon.

Oyster offers publishers another opportunity for publishers to reach readers.

"Publishers have plenty of reasons to participate," said Amy Rhodes, a partner in publishing consultants Market Partners International Inc. "What this also suggests is that the subscription model has limitations in terms of appeal, so why not add a bookstore? My guess is that this is an easy add-on for Oyster."

Still, it is unlikely Oyster's nascent service alone will significantly tilt the balance of power in e-publishing. Some publishing executives said it is unclear whether Oyster's retail efforts will generate significant revenue.

The new Oyster offerings will be presented alongside books Oyster users can access via their subscription. Rival subscription services include Scribd Inc. and Amazon's Kindle Unlimited program.

Eric Stromberg, Oyster's CEO, said in an interview that many consumers who once read digital books on dedicated e-readers are now using apps on their tablets or phones to access content. That transition is making it easier for companies such as Oyster to sell digital books because readers can choose from a variety of apps.

"We're focused on being the essential app," he said. "Putting retail together with subscription in one place is a comprehensive offering for readers."

Mr. Stromberg declined to disclose Oyster's subscriber count.

The five major publishers include Penguin Random House, majority owned by Bertelsmann SE & Co.; Macmillan, a unit of unit of Germany's Verlagsgruppe Georg von Holtzbrinck GmbH; CBS Corp.'s Simon & Schuster; HarperCollins Publishers, and the Hachette Book Group. Neither Penguin Random House nor Hachette participate in Oyster's subscription offering.

Mr. Stromberg said he believes many of the Oyster books will be competitively priced. However, he said that Oyster sees itself as competing on other factors as well.

"Over time, readers will make their choices as to where they read based on discovery, design and overall user experience," he said.

Write to Jeffrey A. Trachtenberg at jeffrey.trachtenberg@wsj.com

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