The Fruugo experience was terrible, unprofessional and deceptive.
In short, the product landing page provided no information about any additional costs being added to the order. Rather the opposite: The email confirmation included a statement that VAT was included and it also stated the Total amount for the order (total meaning Total).
When the product arrived at the post office, I was asked to pay VAT plus an extra charge for the VAT charge. When contacting customer service, they didn't admit to the failings of their information, but rather disputed the raw text provided on their web site and in emails, despite their response being clearly contrary to the information they were shown under their nose.
Make your life easier by avoiding this company.