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I think all the big internet based ecommerce companies probably pay as little tax as they can get away with in many of the jurisdictions they operate. So does it really matter now? It's happened, there's no way back. It's one of the reason's for the collapse of high street shopping and town centres. It'd difficult to compete if you've got to pay city centre rent and tax on top of that.
I always thought it was a huge fuck up by the legislators, who should have put the safeguards and a proper taxation structure in place when these companies were just starting. There have been various proposals throughout the years, but it's too late now, since the ecommerce companies are so big.
ebay is the same as listed they pay fuck all tax too, its a vicious circle that I dont think enough people will ignore to make an impact on there pockets.