Non-intuitive explanation
When a tax is levied against a transaction, both parties to the transaction end up bearing some of the burden of the tax. Whether the buyer or the seller pays more of the tax depends on who has the greater elasticity.
Intuitive explanation
If I want to buy a new boat, but the government just put a new luxury tax on boats, will the boat dealer be able to pass the tax along to me or will he be forced to eat the tax? It depends on who wants to do the deal the most. Of course the seller will do his best to pass the tax on to me, but if he’s desperate to sell boats, and so are his competitors who are also trying to sell me a boat, then he’ll lower his price to get me to buy – effectively eating the tax himself.
It doesn’t matter who officially pays the tax. For example, officially I pay my income tax. But in a tight labor market (when there are lots of jobs and companies are having a hard time finding enough employees), my employer might be the one who is effectively paying the tax. Let’s say that I’m working for a company during a time when employers are desperate to hire people, and the government increases the income tax. My current employer doesn’t automatically raise my salary to compensate me for the increased taxes, so he’s effectively forcing me to eat the tax. However, if another company offers me a position doing the same kind of work for more money, then I can either take the new job, or try to extract a raise out of my current employer. In that kind of market I can effectively force the cost of the tax onto either my old employer or my new employer, because they need me worse than I need them.