I do not think it is a problem. When ordering from a shop, you pay VAT of the country of origin and you won't be taxed in your own when the product arrives. Of course, if the seller tried a little bit harder, they can charge you the tax of your own country and reap the profits.

> you pay VAT of the country of origin and you won't be taxed in your own

No, this is the whole problem. If the total sales volume to the buyer's country is under a certain limit the above holds true. When you reach the sales limit for that country, the seller is responsible for applying that country's VAT instead, and annually clear VAT with the respective tax office.

As you can imagine, keeping track of all these things can quickly become tricky. Not business ending tricky but hard enough to become a problem. A consumer should be presented with prices including tax to avoid surprises, but now prices have to be adjusted at the order stage.

Yes, it's a problem, but I think marketing across language and cultural barriers are a much larger problem, and the new VAT rules are merely a bump in the road in comparison.