Can my UK website show prices excluding VAT?
Yes, but if consumers can also buy, show a VAT-inclusive price at least as prominently as the trade price. Clearly address VAT-exclusive prices to buyers who pay no VAT or can recover it, and prominently state the VAT amount or rate. Cambridge China Bridge sources imported goods with its own staff in China.
Start with who can see and buy
For a website serving consumers and businesses, ASA guidance calls for VAT-inclusive prices. You may also show VAT-exclusive prices, provided the inclusive price has at least equal prominence. A trade label does not remove that condition when consumers can also buy.
Review the actual buying route: public product pages, account registration, guest checkout and telephone orders. Treat a mixed buying route as a reason to design the public price display for both audiences, even if most orders come from businesses.
Restrict the audience before showing trade prices
The advertising exception concerns prices clearly addressed to buyers who pay no VAT or can recover VAT. Being a business is not enough to establish recovery: our guide to importing when not VAT registered explains why an unregistered business carries import VAT as a cost.
For a restricted trade area, check customer eligibility before displaying its VAT-exclusive prices. Ask about business purchasing and VAT status, and review account access rather than relying on a trade button anyone can select. Test what an unapproved visitor can see through direct product links. These are practical controls, not a guarantee that a particular website meets the advertising rules.
Make the inclusive price easy to see
Put the VAT-inclusive price beside the VAT-exclusive trade price, with at least equal prominence. As a practical layout check, compare font size, contrast and position on mobile and desktop. Avoid a design where the inclusive total only appears after a click, in a tooltip or at checkout.
Address the exclusive price to eligible trade buyers and prominently state the VAT amount or rate payable. Use a label explaining that the trade price excludes VAT and who it is for. Do not expect a footer saying that VAT applies to explain each price.
Keep imported cost and advertised selling price separate
ASA general pricing guidance says quoted prices must include non-optional taxes, duties, fees and charges applying to all or most buyers. A factory quotation or internal margin sheet is therefore a poor template for a public consumer price display.
Keep your sourcing calculation separate from your website selling-price field. Use understanding your landed price to check the import cost basis, then give your website editor the approved consumer total and the separately labelled trade price. Cambridge China Bridge can help establish the sourcing quotation; agree who maintains the retail price display.
Working out your own order? Send us the product on WhatsApp and we reply the same working day: WhatsApp us
Check every place the price appears
Review category cards, product pages, promotional banners, downloadable catalogues and adverts leading to the site. Check the logged-out view as well as approved trade accounts. Save screenshots showing the audience label, inclusive price and VAT statement together.
After changing prices or templates, repeat the check on the live pages. Ask someone unfamiliar with the site to identify what a consumer would pay without opening checkout. For wider online product planning, see sourcing for e-commerce.
Frequently asked questions
Can I show a trade price if consumers can buy?
Yes, alongside a VAT-inclusive price with at least equal prominence. Address the exclusive price to eligible buyers and prominently state the VAT amount or rate.
Is saying plus VAT enough on a public website?
No, if consumers can also buy. Show the VAT-inclusive price at least as prominently as the exclusive price, rather than leaving buyers to calculate it.
Does a trade account login make VAT-exclusive prices OK?
A login alone does not establish eligibility. Check who receives access and whether the price is clearly addressed to buyers who pay no VAT or can recover it.
Can I add VAT only when the customer checks out?
That does not meet the mixed-audience pricing guidance. Display the VAT-inclusive price with at least equal prominence wherever you advertise the trade price to that audience.