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On the current paizo store, tax is not included until check out, however the listed prices do not indicate that tax is not included, which is contrary to distance selling regulations in the UK - "All price indications that can be seen by consumers must include VAT and any other compulsory charges or taxes"
Additionally, PDFs / ebooks are still being charged VAT, even though they are zero-rated for tax in the UK.
To comply with consumer regulations to allow paizo to sell to UK customers (and similar rules apply for EEA/EU), they need to be correctly indicating and applying VAT based on country of residence.
It was quite disappointing to see the paizo store has a sale on to match fvtt store, with the same advertised prices, but that are actually 20% higher because of the undeclared tax even on products that would not be eligible.