Just got email back
I charge ex-VAT for UK customers (export outside EU similar to a export to Switzerland). I add a customs declaration and a commercial invoice. You will probably get charged import VAT locally in UK cause the Amount will be greater than 400 GBP. Below GBP 1000 there is no customs inspection and certificate of origin necessary
I just got a reply aswell saying the same thing. So it all falls down to how much shipping will cost from each continent, as far as I'm aware the shipping cost gets taken into account when paying duties.