If you use a regular international shipping service, you have to pay VAT (import tax). Unless the total of your items (+ technically the shipping fees) is under the threshold. Recently, the European Union set this to zero, so you always have to pay.
However, there's one way around this: Triangle Shipping. Here, the agent sends your parcel to a partner, who does the import for you.
Of course they charge for this, so use the shipping calculator to make sure it's worth it. Apart from the price, it to many people because it takes away the headache.