In Europe, shop prices are typically displayed including VAT. This gives the impression that the seller is paying the VAT. They have to offer a competitive price, then a percentage of that is taken out as tax. But, if VAT didn't exist, sellers could offer a lower price. So in another sense, buyers pay the tax.
In the US, sales tax is typically added at the till. This makes it feel like the buyer is paying the tax. But ultimately, VAT and sales tax are the same (at the point of final sale) - does it really make a difference how the prices are displayed?
The same issue exists with income tax, stamp duty, and presumably many other taxes. It's quite integral to Western life that income tax is paid by the employee - you hear people say "I pay my taxes, I'm part of this society". But the need to pay income tax means that employers need to pay higher wages, so the employer is bearing the cost as well.
Does it make a difference what happens when the rate changes? For example, if income tax rises, typically salaries do not rise to match. But if sales tax rises, the the amount added at the till immediately rises too.