«This Regulation applies to the processing of personal data of data subjects who are in the Union by a controller or processor not established in the Union, where the processing activities are related to: (a) the offering of goods or services, irrespective of whether a payment of the data subject is required, to such data subjects in the Union;»
So the GDPR applies. The EU can of course sanction violators outside, but given the current political climate it is likely to be more difficult than before.