Do you have some links ? For me you can't sell without VAT if the person doesn't have a VAT number. In your exemple they don't seel a good but a service to order the good, VAT still need to be paid.
I don't have a subscription to Le Monde, so can't read the whole article.
IANAL, but the linked EU directive doesn't seem to say that the seller has to charge VAT at the moment of sale, only that VAT is due, even in the case of an intermediary.
I've just done a quick check on the site of B&H, an US-based reputable electronics store. If you try to send something somewhat expensive to France, they have the option of handling import duties and taxes or to handle it yourself.
