Internet shop- vat implications??

I am just wondering does anyone know the issues regarding VAT and selling on the Internet.
I am launching a site and I want to sell products to consumers.

e.g - I will be based in ireland so I must sell products including VAT so
if product is €100 (incl VAT) - how do i structure that for people in Europe
buying the product. Do they just claim the vat back themselves or do I have to
price differently for each country?

Many thanks,

Is [broken link removed] any use? You should get independent, professional advice before starting any business.