It can only be in the shipping cost.
Also if you are a British consumer simply pay in Euros, and let your card do the conversion for you - you typically get the interbank rate with most modern banks.
That being the case this is just a matter of increasing the price even more for UK customers (or EU customers in the UK), should a business decide it makes commercial sense.
I suspect it'll also force many smaller retailers to stop taking card payments again, and requiring cash.
It seems to me that merchants are paying a ton of money in card fees and waiting 2-3 days for the transaction to settle) whereas actually the transaction could be done for pennies and settle instantly via the UK's very good Faster Payments infrastructure. If this takes off with consumers, Visa and MasterCard are going to see big chunks taken out of their business.
So the loser seems to be UK shops.