Table of Contents

1. Introduction
   Is Your E-commerce Business Ready for the European Accessibility Act?

2. Understanding the European Accessibility Act (EAA)
   What it is and why it matters

3. Who Must Comply with the EAA?
   Applicability to EU and non-EU businesses, and exemptions

4. Implications for E-commerce Businesses
   Key requirements across the online shopping experience

5. Key Compliance Requirements
   WCAG 2.1 principles: Perceivable, Operable, Understandable, Robust

6. How to Prepare for Compliance
   A step-by-step guide to auditing and improving your platform

7. The Role of Technology Partners
   Ensuring third-party platforms and tools also meet accessibility standards

8. Why Accessibility Matters Beyond Compliance
   Business benefits, SEO impact, and inclusive user experience

9. Conclusion
   Act now to meet the June 28, 2025, deadline

10. References and Resources
    Links to the EAA, WCAG guidelines, and practical checklists

Is Your E-commerce Business Ready for the European Accessibility Act?

The European Accessibility Act (EAA) introduces a major change in how businesses across the European Union must address digital accessibility. From June 28, 2025, all companies providing digital services and products within the EU, including e-commerce platforms, are expected to meet new accessibility standards. Non-compliance could result in legal and financial consequences.

This article aims to unpack the European Accessibility Act, including its scope, who it affects, the compliance requirements, and how e-commerce companies can prepare effectively.

Understanding the European Accessibility Act

The EAA is a directive introduced by the European Union to harmonize accessibility requirements for a range of digital and physical products and services. It is grounded in the principle that people with disabilities should have equal access to digital services and goods.

The directive covers a wide array of services and products, including:

• Websites and mobile applications

• E-books and eReaders

• Self-service terminals (e.g., ATMs, ticket machines)

• E-commerce platforms

• Telephony services and related equipment

The act aligns with the Web Content Accessibility Guidelines (WCAG) 2.1 at level AA, the global benchmark for digital accessibility. These guidelines define how to make web content more accessible to people with a wide range of disabilities, including visual, auditory, motor, and cognitive impairments.

Who Must Comply with the EAA?

The EAA applies to both EU-based and non-EU businesses that offer services to consumers within the European Union. This means that even if a company is headquartered outside the EU but targets or serves EU customers, it is still obligated to comply.

There are limited exemptions for microenterprises (defined as companies with fewer than 10 employees and an annual turnover or balance sheet not exceeding EUR 2 million). However, many smaller businesses may still find themselves required to comply due to their involvement in broader supply chains or contractual obligations with larger enterprises.

Implications for E-commerce Businesses

E-commerce platforms are explicitly covered under the EAA. The directive mandates that all aspects of the online shopping experience be accessible. 

This includes:

• Browsing and navigating the website or app

• Searching and filtering products

• Adding items to a cart

• Completing the checkout and payment process

• Receiving and reviewing electronic invoices

• Accessing customer service and support features

Non-compliance can lead to various consequences, such as fines, legal actions, damage to brand reputation, and exclusion from public procurement opportunities. With accessibility becoming a legal requirement, it is also a competitive differentiator. Businesses that prioritize inclusivity are more likely to attract and retain a broader customer base.

Ignoring accessibility requirements also means losing potential customers who are unable to navigate your store or complete a purchase. For many users, the decision to shop does not come down to product variety or price competitiveness but to whether the website is usable. If product pages, the shopping cart, or the checkout process are not accessible, the transaction cannot happen. In such cases, users will simply choose a competitor that allows them to complete the purchase.

Key Compliance Requirements

The European Accessibility Act is centered on four core principles derived from WCAG guidelines:

1. Perceivable
   Information and user interface components must be presentable to users in ways they can perceive. This includes providing alternative text for images, ensuring sufficient color contrast, and using scalable text.

2. Operable
   Users must be able to operate interface elements. This requires keyboard accessibility, predictable navigation, and avoiding content that causes seizures (e.g., flashing elements).

3. Understandable
   Information and the operation of the user interface must be understandable. Language should be clear, instructions concise, and interactions predictable.

4. Robust
   Content must be robust enough to be interpreted reliably by assistive technologies. This includes semantic HTML, proper labeling, and compatibility with screen readers.

How to Prepare for Compliance

Achieving compliance is a process that requires a strategic approach involving different teams within your organization. Here is a step-by-step guide to help you prepare:

1. Conduct an Accessibility Audit
   Start by assessing your current website or app. Use automated tools and manual testing to identify gaps in compliance.

2. Implement Improvements
   Based on audit results, update your frontend code, design systems, and content. This may include changes to color contrast, keyboard navigation, form validation, and multimedia content.

3. Train Your Team
   Developers, designers, content creators, and QA testers should be trained on accessibility best practices. Accessibility should become an integral part of the development lifecycle.

4. Test with Real Users
   Engage users with disabilities to test your platform. Their feedback provides valuable insights into real-world usability challenges.

5. Document Your Efforts
   Keep records of audits, changes, and training sessions. In case of regulatory scrutiny, documentation can serve as proof of intent and action.

6. Plan for Maintenance
   Accessibility is not a one-time fix. Establish procedures for ongoing monitoring and updates to ensure continued compliance.

The Role of Technology Partners

Many e-commerce businesses rely on third-party vendors, platforms, or extensions. It is essential to ensure that these components are also compliant. If you are using a platform like Magento, Shopify, or WooCommerce, verify whether the themes and plugins in use meet accessibility requirements. Custom development may be necessary to bridge the gaps.

Working with experienced development partners who understand accessibility regulations can significantly reduce risk and improve implementation quality.

Why Accessibility Matters Beyond Compliance

Beyond the legal obligation, accessible design benefits all users. Features like clear navigation, readable fonts, and responsive layouts improve usability for everyone, not just users with disabilities. Moreover, accessible websites often perform better in search engine rankings and have higher conversion rates.

By embracing accessibility, businesses demonstrate a commitment to inclusion, diversity, and social responsibility. It enhances brand reputation and opens doors to underserved market segments.

Many of the digital conveniences we take for granted today, such as voice assistants, eye-tracking technology, and (even!) electric toothbrushes, were originally developed as assistive tools for people with disabilities. What starts as an accessibility feature frequently evolves into a widely adopted innovation. Accessibility drives progress and contributes to a more thoughtful and intelligent user experience for everyone. 

Conclusion

The European Accessibility Act is a landmark regulation that underscores the importance of digital inclusion. For e-commerce businesses, compliance is not optional but essential. With the enforcement deadline approaching in June 2025, now is the time to act.

By conducting audits, implementing changes, and building accessibility into your workflows, you not only comply with the law but also create better experiences for all your customers.

Deadline: June 28, 2025.
Time to prepare: now.
Let’s talk.

References and Resources

• European Commission: European Accessibility Act

• W3C: Web Content Accessibility Guidelines (WCAG) 2.1

• WebAIM: WCAG 2 Checklist