in case anyone wonders why I post about these online sellers using duty paid shipping to evade VAT, it is against the terms of service that we all signed up to when joining the forum:
"You agree to not use the Service to submit or link to any Content which is defamatory, abusive, hateful, threatening, spam or spam-like, likely to offend, contains adult or objectionable content, contains personal information of others, risks copyright infringement, encourages unlawful activity, or otherwise violates any laws."
It is unlawful that they sell the goods to you as an EU business without charging you VAT either at the rate of the sending country or UK rate unless you are VAT registered.
If goods are sent to you from abroad, inside the EU or outside, you are the importer and it's your responsibility to declare the goods and pay taxes.
In this specific case, the OP seems to import goods from China, with duty paid.
He still has to declare and owes UK Customs & Excise the VAT.