There’s an important difference between automated products and training products with live teacher involvement.

As a freelance copywriter, who’s developing an online training business, I’m in a similar situation as Ann (I’m also UK-based). I’ve not had final confirmation from my accountant, but my approach is going to be as follows:

For “automated” training products (such as ebooks or video tutorials without live teaching), I’m planning to use a reseller. My ebooks are already sold via Amazon and for other training products I’ll use FastSpring. Amazon and FastSpring act as my reseller, so I’m dealing B2B and don’t have to worry about registering for MOSS. I’m not using FastSpring yet, but have heard good reviews – this is an excellent option if you want to sell software or ebooks on your own site. You have to pay them a percentage of your sales of course, but it’s worth it in my opinion because you avoid the trouble with registering for MOSS (and VAT).

Any training products that involve live teacher involvement such as Webinars or Distance Learning programs, I sell direct because for these products VAT would be charged in the country of the supplier.