Shipping is 15€ in EU, so still more expensive than Pi itself. It's a shame that they overprice shipping so much, it shouldn't cost more than few € (according to other similar size items I order from Internet on regular basis).
I found at least one UK seller that will ship to the EU for £4 (€4.70) and the US for £5 ($6.20), and they seem to have some in stock still. Just shop around a bit.
There are several resellers on the EU mainland which have stock, and not too horrible shipping fees. Just ordered mine this morning and got shipping confirmation for arrival tomorrow.
I buy from modmypi: they ship to Brazil (to where some shops are afraid of selling) and have reasonable shipping fees.
Adafruit has lots of cool stuff, but it charges at least $40 for shipping. Not worth it for a casual buyer.
That is, if you can get someone to ship it.
More like 4 GBP. I paid 26 GBP for Zero W, Essentials kit, original case and international shipping to Norway from GB (ThePiHut).