Guarantee You’re Charging the Right Amount of VAT
Charge the right VAT rate in every market
The EU and UK operate dozens of VAT rates and reliefs. The same catalogue image can attract a standard, reduced, zero, or exempt treatment depending on formulation, intended use, packaging, and the member state where supply is taxed. Misclassification quietly erodes margin or builds arrears.
VAT Support delivers a written rate matrix with citations to legislation, guidance, and (where helpful) tribunal decisions, so your pricing, marketplace settings, and filings share one documented methodology.
Browse EU and UK VAT rates · EU VAT for ecommerce
Why VAT rates are harder than a single percentage
Statutory lists rarely map 1:1 to your SKUs. National exemptions for food, books, medical goods, children’s clothing, and environmental products differ in scope. Borderline items are decided on composition, marketing, and sometimes portion size.
A well-known UK illustration is biscuits: many plain biscuits are zero-rated, while chocolate biscuits can fall within the standard 20% rate depending on coverage and decoration — HMRC has published detailed guidance on when “substantial” chocolate tips the balance. Similar micro-rules exist elsewhere for beverages, supplements, and digital content.
Getting it wrong affects checkout prices, marketplace tax settings, OSS filings, and IOSS eligibility. We document assumptions so finance, marketplace, and logistics teams share one source of truth.
Speak to a specialistStandard, reduced, zero, and exempt — what changes for you
Standard and reduced rates apply VAT at checkout. Zero-rated supplies still sit inside the VAT system (input tax is often recoverable). Exempt supplies generally block input VAT recovery on related costs. Choosing the wrong bucket shifts both pricing and deductibility.
Commodity codes first
We start from CN / HS codes, ingredient lists, and intended consumer. Codes anchor customs and VAT risk reviews and keep your ERP aligned with filings.
Place of supply
B2B and B2C rules, distance sales, and marketplace deemed supplier roles decide which country’s rate you display. We coordinate with your VAT registrations.
Evidence pack
Each rate line cites primary sources so auditors see a deliberate methodology, not a spreadsheet guess. Updates are logged when law or guidance moves.
VAT rate review in three steps
We scope the catalogue, research each jurisdiction you sell into, then deliver a signed-off matrix your teams can operationalise.
Product intake
Share SKU lists, commodity codes, sell sheets, and target countries. We confirm edge cases (bundles, samples, promotions).
Legal research
For every SKU × country pair we review statute, administrative guidance, and relevant case law, then record the conclusion.
Delivery & walkthrough
You receive a rate report (PDF/Sheet) with citations. Optional call to translate findings into Shopify, Amazon, or ERP tax codes.
How refunds and special schemes interact with what you charge
If you recover VAT paid in another jurisdiction (for example under the 13th Directive or domestic refund mechanisms), that cash flow benefit does not change the rate your customer must see at the point of sale. Likewise, using OSS or IOSS changes how you report, not whether the product itself is standard or reduced rated. We separate pricing logic from filing route so teams do not conflate the two.
GST, HST & PST rate reviews too
Provincial combinations and place-of-supply rules for goods, digital services, and platform sales can surprise first-time exporters. We map the correct GST/HST and PST/QST treatment alongside your European matrix.
VAT rate FAQs
What if we charged the wrong rate?
You may need to correct past returns, issue credit notes, and pay interest. Proactive disclosure often reduces penalties. Our audit support can help manage authority dialogue.
Zero-rated vs exempt — why it matters
Both can show 0% to the buyer, but input VAT recovery usually continues for zero-rated goods while exempt chains often cannot reclaim related VAT. Mixing them skews margin models.
Do VAT rates change?
Yes. Budget measures, COVID-era temporary cuts, and EU minimum standard-rate politics all move numbers. Subscribe to our news and updates and refresh matrices at least annually.
How is VAT calculated?
Multiply the net price by the percentage. UK standard 20% on a £100 net bag yields £120 gross. Some countries quote tax-inclusive prices — we flag when your storefront must work backwards.
Can marketplaces override our choice?
Under deemed supplier rules, platforms may collect VAT on certain B2C sales. You still need correct product metadata; otherwise liability and customer disputes land on your brand.
Lock in documented VAT rates
Send a short product list and destination countries; we reply with timeline, fee band, and data we still need.