From a VAT perspective, who is the supplier to the end customer in the case of an in-app purchase? The app developer or the app store? From the ECJ’s point of view, it is the app store, unless it expressly acts on behalf of a third party. However, it should not be sufficient for the app store to merely refer to the app developer in the order confirmation for an assumption to be made that it is acting on behalf of a third party.
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