Continent is not always helpful for tax/customs purposes and also due to language differences.
For example,
- Switzerland is not in the EU VAT and customs system
- consumers from Italy and France (where taxes are over 20%) drive into Switzerland to buy things like memory sticks, SSDs, CPUs, laptops, digital cameras and SD cards at 8% tax. They are supposed to declare these products at the border and pay the extra 12% when returning to their own country but I suspect they sometimes forget.
- businesses in Italy, France or any other EU country don't need to pay the VAT taxes, so they buy from their local suppliers to get faster delivery and local support
- the UK doesn't use the Euro, they use Sterling and as they are a very big economy, their local suppliers are very efficient for people who live in the UK. After Brexit, they may have customs barriers, nobody knows right now. I used to live in the UK and if I lived there now, I would probably want to order from a local UK supplier, pay in GBP and receive the product next day
So it is probably useful to have some groupings, e.g. a single page for all EU countries as well as some local pages for big countries like UK and France. Please also remember language is a factor in EU countries, if people in Italy and France can buy the same product at the same price from a supplier using their own language, they will usually prefer that.
The Swiss page can be seen as a proof-of-concept, any ideas or initiatives to extrapolate from that are welcome.