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think it would easier to set it up in france or germany. But why bother? there is nothing stopping anyone doing what you just did, a company doing it would just be a middleman thats not needed.
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But nobody apparently does what the OP just did. It would appear that many folk just don't want the hassle of finding a non-VAT withholding vendor, then to deal with Zollamt - and that's where a middleman might step in - and add value
"setting it up" might all-encompass a few different functions. For example, where the company is incorporated might be different to where it might choose to source some/all of its goods.
Operating a UK Ltd company is much "easier" than the equivalent in France or Germany.
- Consider the share capital required (1 x GBP1 share in the UK - I think EUR50k must be tied up in DE)
- UK Ltd directors are not required to be UK residents. I'm not sure this applies to German GmbH owners
- Following the most recent Companies Act, the formerly compulsory role of UK Ltd Secretary is not required
Sourcing and supplying goods, building relationships with vendors (e.g. return of warrantied goods, payment terms) and establishing t&c for customers, is another matter altogether - and where the business will be won and lost. Consider Amazon, and its business, financial and customer/vendor model.
Finally - what is your goal?
To really provide the service you allude to?
To provide choice to the not-so-used-to-choices-in-life Swiss residents?
To run a business operating at maximum profit?
To maximise your own income/return from the company?
Seems that your original model/idea is to use your own time and knowledge, to provide essentially subsidised goods for Swiss residents. I wonder how long that can last...?