Do I Need to Pay VAT (EU Customers)?

Written By Wilco

Last updated 6 months ago

Winning Ads is based in the Netherlands. This means we are required by law to charge Value Added Tax (VAT) on purchases made by customers located in the European Union.

Here’s how it works and what you need to know.

🧾 When VAT Is Charged

  • All EU customers will see VAT added automatically during checkout, based on the country you enter as your billing address.

  • The VAT rate is determined by your country’s standard VAT rate.

  • VAT will be clearly shown on the right-hand side of the checkout page.

🏢 For VAT-Registered Businesses

If you are VAT-registered, you can add your VAT number during checkout to remove the VAT charge (with one exception — see below).

How to Add Your VAT Number:

  1. On the checkout page, look for the “VAT Number” field.

  2. Enter your VAT number in the correct format.

  3. Click “Apply” to confirm your VAT number.

  4. Assuming you entered a valid VAT number, you’ll see a green checkmark, and you’ll see that the VAT amounts are removed from the total amounts to be paid.

⚠️ Important: Add Your VAT Number at Checkout

Because all payments are processed through our third-party platform ThriveCart, you cannot add your VAT number later. In other words, it’s important you add your VAT number during signup.

🇳🇱 Special Case: Customers in the Netherlands

If you are based in the Netherlands — even with a VAT number — VAT will still be charged.
You can reclaim this amount in your quarterly tax filings.

🧾 VAT on Your Invoice

If you provide a VAT number during checkout:

  • It will be automatically included on your invoice.

  • The invoice will reflect either no VAT (if eligible) or the VAT rate applied.