This is the kind of nonsense comment that show HMRC has work to do
The changes that begin on Jan 1st hit sites that sell digital products with specific requirements (that are really not that difficult). But the idea that because "we mainly sell physical products and they aren't affected" is just plain wrong.
ALL EU businesses are affected from Jan 1st whether they sell digital products or real physical things that need to be transported. At the moment most businesses charge VAT on sales to any one in the EU at the rate set by the respective national government. For a UK business selling cars to Germany then any sale will attract 20% VAT. From Jan 1st ALL businesses will charge VAT at the rate prevailing in country where the goods will be used. In the example above, the VAT on each car sale will be 19% - the rate in Germany.
Of course if the buyer is able to show they are a business by providing a VAT number then in January, as now, VAT does not have to be charged. And this is not new. Any business that is already registered in other EU states must already charges VAT at the rate in the country in which the goods are to be used. So a way of looking at it is that from Jan 1st all businesses are really registered in all EU countries so must charge VAT at the local rate.
There are some new things specifically affecting the sale of digital products. When you sell a physical product you have a good idea of where it will be used and, so, the VAT rate to use. But with digital products the buyer may or may not be in the country identified by the billing address.
So from Jan 1st it is necessary to collect 2 pieces of non-contradictory evidence to determine the location of the buyer and so the rate of VAT to apply. The country of the billing address is on piece of evidence. The country of the IP address is another. In the event that the two do not agree then other pieces of evidence can be used, such as the country of the buyers SIM card if it is available. One piece of evidence is to ask the user to confirm the billing address. This is called self-certification.
Also, if the buyer is in the EU (determined by the IP address of the browser) but the billing address is outside the EU then VAT is to be charged at the rate prevailing in the country of the IP address. This prevents someone declaring they live outside the EU to avoid VAT but then download their digital goody within the EU.
This is not difficult stuff. I've created a solution for some vendors here http://www.lyquidity.com/wpstore/ and there's more information about the change on this site. But there is all you need to know on the HMRC web site and the web site of the EU commission.