As the Autumn Budget 2025 approaches (scheduled for November 26), the UK government led by Prime Minister Keir Starmer and its Chancellor, Rachel Reeves, is under intense pressure. Reeves, appointed Chancellor of the Exchequer in July 2024, must close a budget "hole" estimated at £20-30 billion without violating her self-financing rules. 
Tax rules for e-commerce in the UK
It has publicly ruled out any increase in standard VAT rate (20 %), but observers point out that it could adjust reduced rates or the zero-rated VAT scheme, or lower the registration threshold.  The report by the Institute for Fiscal Studies (IFS) is proposing to remove certain exemptions or broaden the tax base to generate revenue without "touching visible rates". 
Against this backdrop of tight tax leeway, any e-commerce company operating in the UK - or considering doing so - needs to anticipate potential tax shocks. It is therefore strategic to study and structure the UK presence seriously, rather than groping one's way in.
Why an Ltd is often the best way in
For an entrepreneur or SME selling online on the UK market, setting up an Ltd (company limited by shares) offers a number of tax, structural and security advantages:
1. limited liability
As a British company, the English-registered company separates personal assets from business risk, a reassuring point of credibility for customers, suppliers or banks.
2. tax optimization of profits
Profits generated by the English-registered company will be subject to Corporation Tax, with a standard rate of 25 % for profits over £250,000, and a reduced rate of 19 % for modest profits (< £50,000), with a "marginal relief" mechanism in between.  This is often more advantageous than going through the unstructured taxation of an individual, especially when income becomes significant.
3. dividends vs. salary
Through a company incorporated under English law, the executive can pay himself a combination of salary + dividends, which minimizes contributions (National Insurance) while optimizing the overall tax burden.
4. transparency and local compliance
An English structure is automatically subject to UK reporting, accounting and compliance obligations, which also reassures local authorities and reduces the risk of opposition or redress.
5. flexible international operations
An English structure can be used as a vehicle to manage UK sales, separate import costs, avoid the creation of a "permanent establishment" outside the UK and limit tax exposure in other countries.
Key taxes to watch (and how to manage them with an English structure)
- VAT: registration threshold around £90,000 taxable sales. Even zero-rated sales are included in this calculation.  If your export to the UK exceeds this threshold, you must register and charge VAT.
The risk: that the government decides to adjust reduced rates or eliminate certain exemptions, which would increase the burden. 
- Corporation tax: as seen above, a relatively high rate for large profits, but advantageous for SMEs. Ltd allows profits to be "locked in" to the company before distribution.
- Income tax / dividends and National Insurance: the director (shareholder) pays tax on the income and dividends he pays himself, but part of this can be optimized through the structure. When properly managed, the English structure can reduce the burden of social security contributions.
- Import duties/customs: if you import goods from outside the UK, you will have to pay duties and formalities on entry. These costs must be integrated into the supply chain. A British Ltd allows you to centralize these operations on British soil.
- Making Tax Digital and compliance: all companies are subject to the UK's digital reporting regime (MTD for VAT). Ltd is already registered in the local system and must comply with digital reporting obligations.
Risks to anticipate
- Lowering the VAT threshold, eliminating exemptions, or withdrawing certain zero rates.
- Budgetary pressure could force the government to modify the rules on reliefs and allowances.
- Obligation to keep up to date with accounting obligations, otherwise UK sanctions.
- Effective taxation depends very much on the structuring of flows (purchases, margins, services).
But - and it's important - these risks are more manageable when you're there with a formal structure (UK entity) than when you operate "remotely" with no legal presence.
What this means for SMEs / managers / freelancers
If you operate (or plan to operate) in e-commerce in the UK, here are the key impacts:
- Maximize your profitability: a well-designed Ltd allows you to keep a large share of the profits in the company, optimize your remuneration and avoid crushing personal taxes.
- Better anticipate legislative shocks: with a UK structure, you can adjust pricing, discounts and import flows more agilely in the face of local tax changes.
- Credibility boost: your UK partners (platforms, suppliers, customers) will see that you're "in the game", which reassures them that you're rigorous, compliant and sustainable.
- Reduced risk of reassessment: fewer grey areas, greater transparency, a clear tax relationship with the UK authorities.
In a nutshell: working through an English company is not a hindrance, it's a lever. It gives you the framework to grow, absorb tax uncertainties and protect your results.
If you would like a personalised analysis for your online business, a full diagnosis of UK tax risks or support in structuring your UK business, I can offer you a tailor-made audit (fee-based offer).
