I'm looking for guidance from a UX standpoint whether to show a saas subscription price including or excluding tax.
I'm mainly targeting B2B but it's useful for individuals too. I'm based in EU and expecting most customers coming from the US. Therefore, these customers would not have to pay tax.
For that reason, I'm thinking of showing my subscription price excluding tax, since this will be the actual price paid for the majority of users. Somewhere I seem to have read once that it's common in the US to display prices ex. tax.
Based on customer supplied info in the checkout-flow, I may need to add tax for EU customers and EU-businesses. As long as I'm clear upfront with this, it's probably okay.
What do you think?