EU VAT for Gravity Forms: The Complete Guide

Are you selling digital products via Gravity Forms to customers in Europe? If so, you might be feeling a bit overwhelmed by the complex web of EU VAT regulations. But don’t worry—you’re not alone!

So many businesses need help understanding who needs to charge VAT, how much, and when a reverse charge applies. And let’s face it—non-compliance can be a real headache, not to mention the hefty fines that can accompany it.

But fear not! In this guide, we’ll clear up the confusion and introduce you to EU VAT for Gravity Forms—a practical solution for managing EU VAT within your forms. By the time we’re done, you’ll be an EU VAT pro and know exactly how to make your Gravity Forms EU VAT compliant. 

So if you’re ready to streamline your EU VAT handling and reduce the risk of penalties, let’s get started!

Understanding EU VAT for Digital Products

The digital sales segment continues to thrive in Europe and beyond. This year alone, nearly 23% of EU enterprises are involved in online sales, and consumers’ online shopping activity is 5% year-over-year in 2023. 

So, if you want to sell products online in the EU market, you will need to understand the complexities of the process, including the EU VAT regulations, VIES, reverse change, and more.  

As with any commercial product, digital goods within the EU are explained and detailed in the EU legislation, including the Value Added Tax (VAT). According to Investopedia, the concept of VAT is defined as:

“A VAT is a tax on the difference between what a producer pays for raw materials and labor and what the producer charges for finished goods. Hence this consumption tax is levied on the “value added” to goods and services from the production stage to the final consumption stage.”


The EU VAT is a consumption tax applicable to all digital and physical goods/services sold within the EU. The VAT rules affect anyone within the eCommerce supply chain, from online sellers to postal operators, tax administrators, and consumers, both in and out of the EU. 

As outlined in the VAT Directive by the EU in Brussels, the VAT regulations must be implemented by all EU member states. Compliance with these rules is key if you want to operate legally and avoid penalties.

Here’s a brief rundown of the critical areas covered by EU VAT compliance:

  • VAT Registration: Businesses must register for VAT in their home country if their taxable turnover exceeds the threshold set by that country.
  • Invoicing: Proper VAT invoices must be issued for all taxable supplies. Invoices must contain specific information as required by the EU VAT Directive.
  • VAT Rates: Businesses must apply the correct VAT rates to their supplies, as determined by the EU and national legislation.
  • VAT Returns: Regular VAT returns must be filed with the tax authorities, detailing all VAT transactions.
  • Distance Selling: Businesses selling goods to customers in other EU member states must comply with specific VAT rules for distance selling.
  • Place of Supply: Determining the correct place of supply is essential for VAT purposes, as it determines which country’s VAT rules apply.
  • VAT Recovery: Businesses can recover VAT on expenses related to their taxable supplies, subject to certain conditions.

Since July 2021, all digital products sold to EU customers are subject to VAT, regardless of where the business is located or to whom it’s selling. VAT rates vary across EU member states, ranging from 17% to 27%.

For instance, if you sell to a customer in Austria, you must collect Austria’s standard VAT rate of 20%. However, if your customer is in Italy, you are required to collect the Italian standard VAT rate of 22%.

For businesses required to adhere to EU VAT regulations, compliance can seem daunting. However, by understanding and fulfilling your obligations, you can navigate this complex landscape more effectively:

  • Register for a VAT Number: You must register for a VAT number in any of the 27 EU member states.
  • Collect EU VAT: For business-to-consumer (B2C) sales, you must charge the local VAT rate of the customer’s country. For business-to-business (B2B) sales, you must validate the client’s VAT number.
  • Provide Valid VAT Receipts: Ensure that your VAT receipts include essential details such as your business name and VAT number, as well as the VAT rate and total VAT charged.
  • Store Customer Location: You should retain proof of your customers’ locations. This typically involves storing two important pieces of evidence, such as billing and IP addresses.
  • Submit Quarterly Tax Returns: Regularly submit your VAT returns detailing the VAT collected and paying the correct amount owed.

NOTE: Unlike B2C sales, where VAT collection is mandatory, B2B sales within the EU operate under a “reverse charge” mechanism. This means that while you do not need to collect VAT from your B2B customers, you’ll need to validate their VAT numbers and maintain these records for compliance purposes, emphasizing the importance of correctly identifying the nature of each transaction to ensure proper VAT treatment.

EU VAT Implementation Challenges

Implementing EU VAT regulations can be challenging, with complexities ranging from varying tax rates to invoicing requirements. The following are just some of the potential problems businesses might face when implementing EU VAT regulations:

Inadequate Tax Collection: EU Member States lose billions in VAT revenue yearly due to tax collection fraud. This loss is referred to as the ‘VAT gap – difference between expected and collected VAT revenues.

→ Determining VAT Applicability: EU VAT rules can be complex, and it can be tricky to figure out when strictly VAT applies to your sales, depending on factors such as business location, customer location, product type, and sale value.

→ Calculating VAT Rates: The EU has a variety of VAT rates depending on the product category and the country of your customer. Miscalculating can lead to penalties and unhappy customers.

→ Reverse Charge: In some cases, you’ll need to apply a “reverse charge” where the customer pays the VAT to their tax authority. This adds further complexity to the checkout process.

→ Data Collection and Validation: You may need to collect VAT numbers from EU businesses for B2B transactions and validate their validity against the VIES database (EU’s VAT information exchange system).

→ Compliance Reporting: As a business, you must keep accurate records of VAT transactions and submit reports to the relevant tax authorities.

In light of the challenges above, a well-optimized EU VAT plugin for Gravity Forms can help address these challenges when customers access the shopping cart form via automated VAT calculations, VAT validations, and clear VAT breakdown.

EU VAT for Gravity Forms: Your All-In-One Solution

As you can tell, selling digital products in Europe requires navigating the complexities of EU VAT. But what if we told you that there’s a simple and efficient solution that can handle all the complexities for you?

Introducing the EU VAT for Gravity Forms plugin – an all-in-one solution that can help you achieve seamless compliance with the EU VAT regulations for selling products online!

EU VAT for Gravity Forms usage

After you’ve successfully set up and configured the EU VAT for the Gravity Forms plugin and integrated it within the form, it’s time to relax and let the add-on do its thing during the shopping process.

→ Smart VAT calculation based on customer location: Now, you can ditch the manual calculations and the spreadsheets! We provide a streamlined VAT calculation process that automatically determines the correct VAT rate based on their location. This means that you can avoid the headache of figuring out the correct VAT rate for each customer and let the plugin handle it for you.

→ Reverse charge functionality (if applicable): Want to sell to other businesses? No problem! The EU VAT for Gravity forms plugin is also reverse charge ready (B2B), helping you qualify and handle B2B transactions within the EU effortlessly. This means that you can sell to other businesses within the EU without worrying about compliance issues.

EU VAT for Gravity Forms Choosing a Tax Country

The EU VAT for Gravity Forms plugin streamlines this process and offers a plethora of benefits, empowering you to focus on growing your business, knowing your forms are EU VAT compliant, and minimizing any risk of penalties in the process.

→ Effortless EU VAT Compliance: Our plugin automates VAT calculation based on customer location, ensuring accurate VAT application on every sale, eliminating the risk of human error and simplifies compliance.

→ Streamlined Workflow: The plugin does the heavy lifting, saving you valuable time and allowing you to focus on creating amazing products and marketing your business.

→ Reduced Risk of Penalties: Non-compliance with EU VAT regulations can result in hefty fines. Our plugin minimizes this risk by configuring your Gravity Forms for accurate VAT application.

→ Scalability for Growth: The plugin seamlessly adapts as your business expands and reaches new markets within the EU. It automatically calculates VAT based on the latest customer locations, ensuring compliance every step of the way.

Key Features for Gravity Forms Users:

  • Set Your Store’s Default Tax Country: Easily configure your store’s default tax country to ensure accurate VAT calculations.
  • New EU VAT Field: Access the EU VAT field under Pricing fields in the Gravity Forms editor for seamless integration.
  • Flexible VAT Application: You can choose to apply VAT to all products in the form or only to a specific selection, giving you control over tax settings.
  • Automatic VAT on Shipping: If a shipping field is present in the form, VAT is automatically applied to shipping costs, simplifying the tax calculation process.
  • Dynamic VAT Calculation: Automatically calculate VAT based on the user’s billing country, working in conjunction with an address field in the form.
  • Smart VAT Field Management: Hide the VAT field when selling to customers outside of Europe, streamlining the checkout process and improving user experience.
  • VAT Number Capture: Add an additional field to capture the user’s VAT number, essential for B2B transactions and compliance.
  • VAT Number Validation: Validate entered VAT numbers against the VIES database, ensuring accuracy and compliance with EU regulations.
  • Billing Country Validation: Validate the entered billing country against VIES database and the user’s current location based on IP address, ensuring accurate tax assessment.
  • Company Name Validation: Validate the entered company name against the VIES database, providing an additional layer of validation for B2B transactions.
  • Order Summary Display: VAT is displayed in the order summary on the entry screen, providing a transparent overview of the transaction.
  • Mergetag Support: VAT information is included in the {all_fields} mergetag, allowing for easy display and integration of VAT data.
  • VIES Data Storage: All VIES data is stored with the entry and displayed on the entry screen, providing a comprehensive overview of VAT information.
  • Mergetag Expansion: A new mergetag allows for displaying VIES data anywhere mergetags are supported, enhancing flexibility in displaying VAT information.
  • Multilingual Support: Currently translated into 7 languages (Dutch, French, English, Spanish, Portuguese, Italian, German), ensuring accessibility for a global audience.

Ready for Effortless EU VAT Compliance?

Navigating the complexities of EU VAT for digital product sales can be daunting, but achieving compliance becomes a breeze with the EU VAT for Gravity Forms plugin.

The EU VAT for Gravity Forms plugin is your key to a smoother VAT calculation workflow, and reduced risk of penalties in the process.

Getting started in minutes:

  1. Visit our plugin page: Head over to our plugin page to learn more about the plugin’s features and pricing.
  2. Explore the documentation: Dive deeper into the plugin’s functionalities by reviewing our comprehensive documentation.
  3. Get the plugin license: Once you’re ready, purchase the EU VAT for Gravity Forms plugin and start automating your EU VAT compliance!

With licenses starting from $75 per year and $225 per lifetime, respectively, the EU VAT for Gravity Forms plugin is an affordable and practical solution that can give you peace of mind when handling online sales for EU consumers. 

Say goodbye to VAT compliance headaches and hello to effortless management with EU VAT for Gravity Forms.


Navigating EU VAT regulations for digital product sales in Europe can be a complex puzzle. However, with the EU VAT for Gravity Forms plugin, compliance becomes a straightforward process. 

In conclusion, we hope that our guide has provided you with the necessary knowledge to navigate these complexities and harness the plugin’s capabilities.

The EU VAT for Gravity Forms plugin automates VAT calculations, and by simplifying EU VAT compliance, you can allocate more time and resources to expanding your business and tapping into new EU markets.

Don’t let EU VAT regulations hold you back from expanding your reach in Europe. Take action today and focus on what matters most – growing your business! 

P.S. Do you have any questions about the EU VAT for Gravity Forms plugin? Comment below and we will answer them ASAP. Thank you!

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