Import - no. VAT - yes.
I think it's Import - no. VAT - no.
I'm not totally sure about how this works, but I think VAT (if any) is paid as required by the country where the sale takes place. I.e. if keyboardco will sell you an item without charging (UK) VAT on it, then you can buy it without paying any (UK or German) VAT. You won't be paying extra just because you're having it shipped to another country, just like you don't have to pay import tax.
Now, in this particular case, keyboardco lists prices with and without VAT, but I think that's just to make calculations easier for companies that can claim a VAT return for stuff they use in their own business. So the actual purchase price you pay always includes British VAT, but you don't have to pay German VAT on importing it, nor do you have to pay the difference in case the German rate is higher.
Of course all this applies to sales within the European Economic Area. When buying from the US, you'll almost certainly have to pay VAT, import tax or both. If you want to know exactly how much, you'll have to wait for some other German who's done it before to tell you how much they paid. Even then there could be a value threshold under which no tax is applied, so it's hard to be sure without asking the tax/customs authorities or reading a thousand pages of legislation.
