Week in Insights: NJ’s Online Seller Tax Policy Is an Overreach

Sept. 28, 2025, 2:03 PM UTC

It seems that if New Jersey had its way, it would deem every website as effectively doing business in Trenton.

The state’s Division of Taxation finalized a rule in June that treats online interactions—such as responding to a customer email or soliciting sales through internet cookies that gather customer data—as enough to trigger state corporate income tax liability, regardless of physical presence.

Some companies are upset, and they have good reason to be. Federal law has long protected out-of-state businesses from income tax obligations as long as their in-state activity didn’t amount to more than soliciting sales of goods.

New Jersey’s implicit argument is that passive website functions erase these federal safeguards, which sounds like jurisdictional wishful thinking.

It’s tempting to view this as a logical follow-up to the US Supreme Court’s decision in South Dakota v. Wayfair, which allowed states to impose sales tax on out-of-state sellers without a physical presence. But Wayfair was about sales tax, an entirely separate tax framework from income tax that falls outside the scope of this federal protection.

New Jersey is following the Multistate Tax Commission’s nonbinding guidance and hiding behind it as if it were law. But if the courts let this policy justification slide, there’s nothing stopping all other states from doing the same—throwing open the state corporate tax floodgates.

Businesses with no physical presence could end up filing corporate income tax returns in tens of jurisdictions simply because they responded to an email, hosted a chatbot, or placed a cookie in-state. This would be a compliance burden that only national chains and multinational enterprises could shoulder.

—Andrew Leahey

The Bridge Street Bridge, Passaic River and Newark skyline are seen from Harrison, N.J.
The Bridge Street Bridge, Passaic River and Newark skyline are seen from Harrison, N.J.
Photographer: Emile Wamsteker/Bloomberg via Getty Images

Welcome to the Week in Insights for Bloomberg Tax’s latest analysis and news commentary. This week, experts analyzed the recent Medtronic transfer pricing ruling, the work opportunity tax credit, and more.

The Exchange—It’s where great ideas on tax and accounting intersect.

Insights

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Columnist Corner

Technically Speaking design by Jonathan Hurtarte/Bloomberg Tax

States bringing digital products into their sales tax codes should define them based on their purpose rather than their form, Andrew Leahey writes in his latest Technically Speaking column, adding that such categorization would be “both cleaner for policymakers and closer to how consumers experience their digital lives.”

The Multistate Tax Commission’s minimal human intervention standard for digital products and its reliance on international tax bodies for guidance won’t give states the clarity they need, Andrew argues. Read More

News Roundup

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Wiggam Adds IRS Veteran Betty Carter to Tax Resolution Team

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To contact the editors responsible for this story: Daniel Xu at dxu@bloombergindustry.com; Melanie Cohen at mcohen@bloombergindustry.com

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