For digital goods and services, cumbersome VAT rules do make cross-border e-commerce more difficult. The recent new rules on digital goods where VAT is applied based on the location of the buyer means merchants now have to deal with different VAT rates for 28 EU nations. I can see the rationale for such an approach, and it is meant be fairer...but in practice it's cumbersome and bureaucratic. Users now have to supply their address details for simply downloading software (in order for the merchant to confirm their location). There is no benefit to the user other than having to give more of their personal info away to merchants. Plus, now merchants have to retain all that personal data for many years for accounting and auditing purposes.
Harmonising VAT on physical goods will probably never happen, but the EU could have proposed a single VAT rate for digital goods and services which might actually have gained traction. Did they ever pursue this? If not, why not?
The people from the European Commission who are helping shape the "Digital Single Market" don't always inspire confidence even if they have the best of intentions: https://ec.europa.eu/commission/2014-2019/ansip/blog/euvat_e...