Yes but that’s the whole issue, if the price is really excluding VAT then are the prices on their site excluding VAT ? If they’re VAT inclusive then it’s false to say no VAT was collected during this sale. I shouldn’t have to pay VAT twice. You’re making a wrong assessment between their VAT collection duty and the applicable VAT to the item in case of an export. If the price is 680 including UK VAT, it can’t be 680 if I export it outside the UK because it’s no longer UK VAT that’s applicable. The UK VAT should be deduced so the consumer pays the VAT applicable to his country or region. Check EU regulations for references: https://ec.europa.eu/taxation_customs/sites/taxation/files/2021-brexit-top-50-faq.pdfCheck your bill. You will see that there is 0% VAT listed there. Due to the export to a third country, no VAT has to be paid in GB.