For tradesmen specific sites, having the ex-VAT amount is fine, but if you're a business dealing with the general public on a day to day basis, you should most definitely be quoting the VAT inclusive price.
People don't like hidden charges, and that's what it amounts to if you quote an ex-VAT figure. The customer then gets to the checkout and sees a totally different figure and goes "hang on a minute!".
Take a look at holiday companies that have been in the news recently with their lack of up front accurate info.
Tell me what it's going to cost on the product page. Adding extra on at the checkout is likely to get me to cancel the order and go somewhere else.
People don't like hidden charges, and that's what it amounts to if you quote an ex-VAT figure. The customer then gets to the checkout and sees a totally different figure and goes "hang on a minute!".
Take a look at holiday companies that have been in the news recently with their lack of up front accurate info.
Tell me what it's going to cost on the product page. Adding extra on at the checkout is likely to get me to cancel the order and go somewhere else.