Each EU country may have different rules when buying services online. You only have to pay Value Added Tax (VAT) when purchasing online services.
Here is a more detailed description of what the services include:
1. Electronically supplied services; On-line ordering and delivery of “virtual” goods and services which can be downloaded via the networks in digital form. This category refers to electronically supplied services.
2. Other services ordered online and provided in traditional format; Ordering of services where once the commercial arrangements have been initiated over the network, the supplier provides the service in its traditional format: travel and ticketing reservations, financial services, advertising, consultancy, etc.