That's not what he means. US businesses selling to European consumer customers should be charging VAT and sending it to the relevant government. For small ones

That's not what he means. US businesses selling to European consumer customers should be charging VAT and sending it to the relevant government. For small ones it doesn't matter because they're in the US and so beyond the reach of the EU states. Large ones however very much are and so have to comply with the law. Amazon couldn't decide to just run all its business through the USA to avoid charging VAT to consumers, they would be sued into oblivion.