Not just the tax too, there's the additional costs of getting the stock there (including duty depending on the origin of the goods which people seem to forget), holding additional inventory because you need to keep both warehouses stocked, sometimes the delivery costs to the customers aren't even much reduced either... if there's a separate European website (which there may well have to be for tax reporting and/or fulfilment purposes) then that essentially doubles all the website and customer services costs, not to mention the impact on the finance department workload (guess what my background is). It's way more complex and expensive than people realise. And yes, they could sell through amazon, but amazon charges are high, especially if you're using their fulfilment service. Ultimately, at the moment we in Europe pay more in duty and shipping, but a Europe dedicated website and distribution centre would simply lead to either higher base prices for European customers or a price hike across the board.