I thought the EU had already put in place rules that said the VAT had to be directed to the destination country? Previously something bought in France, by somebody in the UK, had to pay UK VAT. EU prices should now be VAT free, with UK VAT applied at entry to the UK. Should be no, or little price difference.
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For EU-based companies, VAT is chargeable on most sales and purchases of goods within the EU. In such cases, VAT is charged and due in the EU country where the goods are consumed by the final consumer. Likewise, VAT is charged on services at the time they are carried out in each EU country.
VAT isn't charged on exports of goods to countries outside the EU. In these cases, VAT is charged and due in the country of import and you don't need to declare any VAT as an exporter. However, when exporting goods you will need to provide documentation as proof that the goods were transported outside the EU. Such proof could be provided by presenting a copy of an invoice, a transportation document or an import customs record to your tax authorities.
You will need to provide this proof to be able to fully deduct any receivable VAT that you have paid in a previous related transaction leading up to the export. Insufficient documentation may mean you won't have the right to a VAT reimbursement when exporting goods.
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Are people looking at EU prices that now exclude VAT, and not being aware that the VAT is due later?