From a consumer's point of view, the prices you see on store shelf are inclusive of VAT. This applies to online shops as well, if you look hard enough, you can often find somewhere a statement that the prices are inclusive of VAT.
As a consequence, the vendors do not pay the tax on top of what you pay them, but rather, the tax is already a part of the what they get.
Putting it differently, it is the buyers who pay the tax, and the vendors merely collect it (by adjusting the prices accordingly).
There are usually some mechanisms to ensure that the tax is not applied several times, which may cause the prices exclusive of vat to matter (e.g. the tax is not collected when I buy the goods from a supplier so as to sell them further), and you may avoid paying the tax when buying abroad (in duty-free shops, for example).
However, as far as I know, in most cases there's no reason to care about VAT (except when pressuring the politicians to change it, perhaps), rather than the total price.