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Should I not believe this on their site?
They may be including VAT and duty plus whatever they're paying their UK handling agent to clear the shipments through customs in the displayed prices.
It contradicts gov uk
...ish. There's nothing to stop an EU (or other forrin) business paying the UK freight handling agent on your behalf so that you don't have to.
Depends on the value of the order. Under £135 the seller should collect UK 20% VAT at the point of sale and there is nothing to pay on import. Above that, they won't charge VAT and you'll pay it to the delivery agent (plus a handling charge) before they release the consignment to you
https://www.gov.uk/goods-sent-from-abroad/tax-and-duty