In contrast, consumer protection laws in various EU states require that the price shown is the full tax-inclusive price throughout, even if it's in big numbers right there on your home page.
The calculation to make is will you lose in terms of total profit by charging people in Luxembourg 24% more than you would otherwise (3% sales tax vs 27% VAT in Hungary)?
The problem is that lots of people don't use Amazon/Google/Apple and they sell direct. They have to implement the necessary code changes to detect and calculate VAT correctly. On top of this, you have to register for VAT MOSS (UK) and then report and pay VAT to HMRC (UK). This is a lot of hassle and believe it or not, small businesses have been closing because of this.
For us, we had to change our terms of service so that authors and content creators gave us a licence to sell their work so that we can become the supplier and therefore the legal burden is on us to calculate, report and pay VAT to HMRC.
What's more bizarre is this only affects "automated" systems. If you say "paypal me £5 and I'll send you a comic", you're fine.
Of course, the send-it-by-email strategy also only applies if you're talking about a one-off "digital download" style transaction. That seems to include a lot of tiny microbusinesses, but it's no use for people doing, say, X-as-a-service or library/subscription style web sites who happen to have a small number of customers from other nations in the EU.
My only way of guessing this is by country of delivery? For instance, I'm living in the UK, but if I pay by using my Irish credit card, should I be charged using Irish or UK vat?