European Accessibility Act Ecommerce: Complete Compliance Guide for Online Retailers

Key Takeaways

The European Accessibility Act (EAA) became enforceable on June 28, 2025, requiring all EU e-commerce services to meet accessibility standards
Online retailers must comply with WCAG 2.1 AA guidelines and publish accessibility statements to demonstrate conformity
Micro-enterprises with fewer than 10 employees and annual turnover below €2 million are exempt from EAA requirements
Non-compliance must be reported to national authorities in each EU Member State where services are offered
The EAA opens access to 101 million EU residents with disabilities, representing significant market opportunities

June 28, 2025.

That’s when the European Accessibility Act becomes enforceable. If you’re an e commerce service provider selling to EU consumers, this deadline matters.

The European Accessibility Act ecommerce requirements aren’t optional. And they’re not going away.

101 million EU residents with disabilities can’t complete purchases on most ecommerce platforms. After June 2025, fixing this becomes your legal obligation.

This guide provides everything you need to know about EAA compliance for your ecommerce business, from technical requirements to implementation strategies. Whether you’re running a small online store or managing a large digital platform, you’ll find actionable insights to help you meet the June 28, 2025 deadline and beyond.

What is the European Accessibility Act for E-commerce

The european accessibility act represents a landmark piece of EU legislation that harmonizes digital accessibility requirements across all 27 Member States. This eu directive specifically targets e commerce services, requiring them to be accessible to persons with disabilities without creating separate or inferior experiences.

Unlike previous patchwork approaches to accessibility, the accessibility act establishes uniform standards that eliminate the complexity of navigating different national laws. For ecommerce businesses, this means one set of requirements applies whether you’re selling to customers in Netherlands, Germany, France, or any other EU country.

The EAA emerged from the UN Convention on the Rights of Persons with Disabilities, which the EU ratified in 2010. After years of preparation and a transition period, the Act became fully enforceable on June 28, 2025, marking a new era for digital accessibility in Europe.

The legislation transforms the online retail landscape by requiring that all e commerce services—from product browsing to payment processing—work seamlessly with assistive technologies. This includes compatibility with screen readers, voice commands, keyboard navigation, and other assistive tools that people with disabilities rely on for online shopping.

E-commerce Services Covered by the EAA

The accessibility directive covers a comprehensive range of e commerce services that facilitate consumer purchases and transactions. Understanding which services fall under EAA requirements is crucial for determining your compliance obligations.

Core E-commerce Platforms

Online retail websites and mobile apps represent the primary focus of EAA requirements. Any platform where consumers can browse products, add items to carts, and complete purchases must meet applicable accessibility requirements. This includes both standalone ecommerce websites and mobile apps that provide similar functionality.

Digital marketplaces and platforms facilitating third-party sales also fall under the Act’s scope. If your platform enables other businesses to sell products or services to consumers, you’re responsible for ensuring the entire shopping experience remains accessible, from vendor listings to final checkout.

Financial and Digital Services

The EAA extends to financial products and payment services integrated with e commerce platforms. Online banking features, digital payment processing, and electronic signatures used in ecommerce transactions must all comply with accessibility requirements.

Subscription services and digital product deliveries represent another critical coverage area. Whether you’re selling software licenses, digital media, or recurring services, the entire customer journey—from subscription signup to content access—must be accessible.

Customer support services integrated with ecommerce platforms cannot be overlooked. Live chat systems, help desks, and other support services must provide accessible communication methods to ensure customers with disabilities receive equal assistance.

What the European Accessibility Act Actually Requires for eCommerce

The European Accessibility Act transforms how e commerce services must operate across all 27 member states. The European Accessibility Act (EAA) is an EU directive enacted by the European Union to harmonize accessibility standards for products and services across member states. This EU directive establishes uniform accessibility requirements that apply whether you’re selling to customers in the Netherlands, Germany, or any other EU country, and covers digital transactions that result in a consumer contract.

Your entire e commerce service must work with assistive technologies. Screen readers. Keyboard navigation. Voice commands. EAA requirements apply to all ecommerce websites, e commerce companies, and online platforms offering products and services to EU consumers. Every step from browsing to payment processing.

The technical standard is Web Content Accessibility Guidelines (WCAG) 2.1 Level AA. These guidelines define the baseline accessibility requirements for all ecommerce platforms. For a practical breakdown of what each WCAG requirement means for your store, the accessible checkout guide walks through the specific implementation steps for payment flows.

E Commerce Services Covered by Accessibility Requirements

The accessibility act covers comprehensive e commerce services provided to consumers.

Core ecommerce platforms include:

Online retail websites where customers complete purchases
Mobile apps providing e commerce services
Digital platforms facilitating product browsing and transactions
Shopping cart and checkout systems

Integrated services covered by applicable accessibility requirements:

Payment services and electronic signatures
Customer support services (live chat, help desks)
Digital services like subscription platforms
Product catalogs and search functionality
Financial products and services offered by investment institutions and within financial markets, such as online banking, insurance, and investment platforms

If your ecommerce business serves consumers in the EU, the European accessibility directive applies to your services.

Who Must Comply with Accessibility Obligations

E commerce service providers covered:

Businesses with 10+ employees OR
Annual turnover above €2 million

Both conditions must be met for exemption. If you exceed either threshold, full accessibility obligations apply.

Micro-enterprise exemption: Companies under 10 employees AND under €2 million annual turnover get temporary relief from European Accessibility Act requirements. This exemption recognizes disproportionate burden for smaller ecommerce businesses.

Compliance obligations may also be influenced by specific national laws in each EU member state, which can create additional requirements or variations in how the European Accessibility Act is applied.

Business to business services: The accessibility act focuses primarily on consumer-facing e commerce services. Pure B2B platforms may have different obligations, though services accessible to consumers must comply.

Core Accessibility Requirements for Ecommerce Platforms

The Four Principles of Digital Accessibility

The web content accessibility guidelines establish four fundamental principles that all e commerce services must follow.

1. Perceivable Content

Information must be perceivable through assistive technologies.

Visually impaired users rely on screen readers to navigate ecommerce platforms. This requires:

Alternative text for product images
Sufficient color contrast for visually impaired customers
Captions for video content
Text that works with other assistive technologies

2. Operable Interfaces

Ecommerce platforms must be operable without a mouse.

Your e commerce service should work seamlessly with:

Keyboard navigation
Voice commands
Other assistive technologies that replace traditional input methods

Accessible website design also benefits all users by making navigation easier and more engaging through the use of assistive tools.

Test this. Can someone complete purchases using only keyboard? If not, you’re not meeting accessibility requirements.

3. Understandable Design

The European Accessibility Act requires understandable interfaces.

This means:

Clear error messages in checkout flows
Consistent navigation across your e commerce service
Predictable behavior that assistive technologies can interpret
Plain language that serves a broader audience

4. Robust Technical Implementation

Your ecommerce platform must work reliably with current and future assistive technologies.

Proper semantic HTML. Not accessibility overlays claiming one-line fixes. Actual code that screen readers and other assistive technologies can parse correctly.

Specific Accessibility Requirements for E Commerce Services

Product Catalogs and Accessible Websites

Product pages on ecommerce platforms need comprehensive accessibility features:

Detailed alternative text for product images
Clear pricing information readable by screen readers
Product descriptions that work without visual cues
Navigation that serves visually impaired users and broader audience equally

Checkout and Payment Services

The checkout flow is where most e commerce services fail accessibility requirements.

Payment services must accommodate various disabilities: Features such as tactile keypads and customizable payment pages help users with visual impairments and motor impairments complete transactions seamlessly.

Form fields clearly labeled for assistive technologies
Error messages specific enough for screen readers to convey
Keyboard navigation through entire checkout process
Electronic signatures accessible without mouse interaction
Confirmation screens that all users can perceive

Support Services and Accessible Communication Methods

Customer support must provide accessible communication methods beyond phone:

Text-based chat compatible with assistive technologies
Email support with accessible forms
Help documentation readable by screen readers
Feedback mechanisms that visually impaired customers can use

EAA Compliance: What Ecommerce Businesses Must Do

Accessibility Statement Requirements

Every e commerce service provider must publish an accessibility statement detailing their compliance status with the European Accessibility Act. The accessibility statement must comply with the EAA’s requirements regarding content, format, and update frequency.

Your accessibility statement must include:

Which accessibility requirements your ecommerce platform meets
Known accessibility gaps in your e commerce services
Contact information for accessibility feedback
Timeline for addressing remaining accessibility obligations

Update your accessibility statement when you modify services or add features to ecommerce platforms.

Non-Compliance Reporting

If your e commerce services don’t fully meet accessibility requirements, you must report this to competent authorities.

Deadline: October 15, 2025.

No centralized EU system exists. You report separately to each member state where you operate.

In the Netherlands, specific authorities including the Dutch Media Authority oversee EAA compliance for certain sectors. Other EU countries designated different competent authorities for the European Accessibility Act.

Each notification must detail:

Specific accessibility requirements you’re not meeting
Affected features of your e commerce service
Remediation plans and timelines
Whether disproportionate burden applies

Exemptions and Disproportionate Burden

When Service Provider Obligations Differ

The European Accessibility Act recognizes that full compliance may create disproportionate burden for some ecommerce businesses.

Disproportionate burden claims require:

Detailed cost-benefit analysis
Documentation showing costs exceed benefits
Proof you’ve considered alternative approaches
Evidence beyond “lack of resources”

Lack of knowledge or business priorities don’t qualify as disproportionate burden under the accessibility act.

Business to Business Services

Business to business services have different treatment under European accessibility requirements. Pure B2B ecommerce platforms may have modified obligations compared to consumer-facing e commerce services.

However, platforms serving both businesses and consumers must meet full accessibility requirements for consumer access.

Market Opportunities Through Accessible Websites

The European Accessibility Act ecommerce requirements create substantial opportunities for ecommerce businesses that move early. More inclusive competitors are often perceived as industry leaders, gaining favor and visibility in the market.

Competitive Advantage in Digital Accessibility

Early compliance provides competitive advantage over rivals scrambling last-minute.

Accessible websites benefit broader audience, not just disabled users:

Clear navigation improves usability for everyone
Proper form labeling reduces errors across all users
Logical information architecture helps all customers complete purchases
Keyboard alternatives make mobile experiences better

We see this in audits consistently. Ecommerce platforms that improve accessibility see conversion improvements across their broader audience.

Reduced Risk for E Commerce Service Providers

EAA compliance reduces exposure to:

Regulatory penalties from competent authorities
Legal challenges from users unable to complete purchases
Service disruptions while scrambling to meet accessibility obligations
Reputational damage from public accessibility gaps

Enhanced Appeal to Broader Audience

Accessible websites demonstrate corporate responsibility.

The European Accessibility Act serves approximately 101 million EU residents with disabilities. This represents significant untapped market for most e commerce services.

Published accessibility statements showcase your commitment. This transparency builds trust with broader audience and differentiates your ecommerce business from competitors.

Implementation Strategy for Ecommerce Platforms

Assessment and Planning for Digital Accessibility

Begin with comprehensive audit of your e commerce services:

Automated tools identify technical issues:

Missing alternative text
Color contrast failures
Form label problems
Heading structure errors

Manual testing with assistive technologies reveals real-world problems automated tools miss:

Screen reader navigation flows
Keyboard-only purchase completion
Voice command compatibility
Other assistive technologies your customers use

User testing with visually impaired customers and broader audience provides insights technical audits can’t catch.

Technical Implementation for E Commerce Services

Ecommerce platforms should incorporate accessibility requirements from design phase:

Semantic HTML structure
Proper ARIA labels where needed
Color contrast meeting WCAG standards
Responsive design that works with assistive technologies

Payment services require special attention to digital accessibility:

Electronic signatures accessible via keyboard
Authentication methods compatible with screen readers
Verification processes that don’t rely solely on visual cues
Error handling that other assistive technologies can interpret

Mobile apps providing e commerce services must meet the same accessibility requirements as websites. The European Accessibility Act covers all digital platforms where consumers complete purchases.

Ongoing Monitoring of Accessibility Requirements

Digital accessibility isn’t one-time project.

Regular audits maintain compliance as your ecommerce platform evolves:

New features tested with assistive technologies
Content updates checked for accessibility
Customer feedback on accessibility gaps addressed promptly
Accessibility statement kept current

Train teams on accessibility obligations:

Developers understand technical requirements
Content creators know how to write for screen readers
Customer service handles accessibility-related inquiries
Everyone recognizes their role in serving broader audience

Enforcement by Competent Authorities

National Authority Supervision

Each EU member state designated competent authorities to oversee the European Accessibility Act.

The Dutch Media Authority represents one enforcement body, though each country maintains separate procedures. Some authorities focus on specific sectors. Others maintain broader oversight of e commerce services.

Enforcement approaches vary:

Proactive monitoring of ecommerce platforms
Complaint-driven investigation
Regular compliance audits
Public accessibility reviews

Consequences for E Commerce Service Providers

Financial penalties vary by member state but can reach millions for serious violations of accessibility obligations.

Service restrictions represent more severe enforcement. Authorities can effectively prevent ecommerce businesses from operating in specific territories until they demonstrate EAA compliance.

Consumer complaints create additional enforcement pathways. One motivated customer documenting inability to complete purchases can trigger regulatory investigation.

Corrective action requirements typically include:

Specific timelines for addressing accessibility gaps
Regular progress reports to competent authorities
Follow-up audits verifying sustained compliance
Updated accessibility statements reflecting improvements

Future Standards for European Accessibility

The European Commission expects to publish harmonized standards in early 2025, providing clearer technical guidance for e commerce services.

Presumption of conformity: Ecommerce platforms following official harmonized standards receive legal presumption they meet European Accessibility Act requirements.

Alternative approaches remain acceptable provided they deliver equivalent accessibility for assistive technologies users and broader audience.

The accessibility act likely represents just the beginning of expanded digital accessibility requirements. Many experts predict similar legislation globally, making investment in accessible websites strategically valuable for ecommerce businesses beyond European markets.

What E Commerce Service Providers Should Do Now

Stop reading compliance guides.

Audit your actual ecommerce platform. With screen readers. With keyboard-only navigation. With automated tools and manual testing.

Find where you stand against accessibility requirements. Not where you hope you stand.

Priority order:

Checkout and payment services - This is where inability to complete purchases costs money now
Product pages - Where most customer time is spent
Navigation and search - How customers find products
Support services - How customers get help
Everything else

The European Accessibility Act isn’t going away. June 2025 will arrive whether you’re ready or not.

Build digital accessibility into your workflow now. Every new feature. Every content update. Every design change.

That’s how you serve broader audience while meeting accessibility obligations.

Getting Started with EAA Compliance

If you’re looking at your ecommerce platform thinking “I don’t know where to start,” that’s normal.

Most e commerce services aren’t close to meeting accessibility requirements:

Missing form labels: 87% of ecommerce platforms
Insufficient color contrast: 79%
Broken keyboard navigation: 71%
Missing alternative text: 94%

These aren’t complex fixes. They’re foundational UX that should have been correct from the start.

Proper diagnostic approach identifies:

Specific accessibility gaps in your e commerce service
Priority based on user impact
Concrete solutions, not vague recommendations
Implementation roadmap for meeting accessibility obligations

That’s what separates actual EAA compliance from accessibility theater.

Need to know where your ecommerce platform stands before the June 2025 deadline?

Book a call - we’ll identify specific gaps in your digital accessibility and provide prioritized remediation roadmap aligned with European Accessibility Act requirements.

European Accessibility Act: Ecommerce Compliance Guide