On June 28, 2025, the European Accessibility Act (EAA) comes into force. For thousands of online shops, this means: Those who are not accessible by then risk warnings and fines. But what exactly does the law require? And how do you ensure your online shop meets the requirements?
What is the European Accessibility Act?
The European Accessibility Act (EAA) is a directive that aims to provide people with disabilities equal access to digital products and services. All EU member states must implement it into national law.
For e-commerce, this means concretely: Online shops must be designed accessibly. This affects not only the website itself but the entire purchase process - from product search to shopping cart to payment.
Violations of the EAA can result in fines up to 100,000 euros. Additionally, competitors and associations can issue warnings.
Who Does the EAA Affect?
The EAA applies to all companies that offer digital products or services to consumers. This includes:
- Online shops with B2C business
- Service portals and booking platforms
- Banking and financial services
- E-books and digital publications
- Streaming services and media platforms
Microenterprises with fewer than 10 employees and annual turnover below 2 million euros may be exempt under certain circumstances. A legal review is recommended.
WCAG 2.1 AA: The Technical Standard
The EAA refers to the Web Content Accessibility Guidelines (WCAG) 2.1 at conformance level AA. These international guidelines define four principles for accessible web content:
Perceivable
Content must be accessible to all senses (e.g., alternative texts for images)
Operable
Navigation and interaction must be possible without a mouse
Understandable
Content and operation must be comprehensible
Robust
Content must work with various technologies
The technical implementation of these principles is complex. WCAG 2.1 AA comprises 50 success criteria that must all be met. Without specialized accessibility expertise, complete compliance is hardly achievable.
The Most Common Accessibility Problems in Online Shops
When analyzing online shops, we regularly find the same problems. These may seem secondary at first glance but are often insurmountable barriers for people with disabilities:
| Problem | Impact | Affected Users |
|---|---|---|
| Missing alt texts | Images not detectable | Visually impaired |
| Poor color contrast | Text not readable | Visually impaired |
| No keyboard navigation | Shop not operable | Motor impaired |
| Missing form labels | Inputs unclear | Screen reader users |
| Autoplay videos | Distraction/Overwhelm | Cognitively impaired |
Screen Reader Compatibility
Blind and severely visually impaired people use screen readers - software that reads screen content aloud. For an online shop to be usable with screen readers, the HTML code must be semantically correct.
This means: Headings must be marked as such, images need descriptive alternative texts, forms need labels, and interactive elements must have ARIA attributes. If even one of these elements is missing, the shop becomes an obstacle course for screen reader users.
Keyboard Navigation
People with motor impairments often cannot operate a mouse. They navigate exclusively with the keyboard. An accessible online shop must be fully operable via keyboard.
- All interactive elements reachable via Tab
- Visible focus indicator
- Logical tab order
- Dropdown menus operable via arrow keys
- Modal dialogs closable via Escape
Many shop systems have inherent deficits in keyboard navigation. Custom developments like mega menus, filter widgets, or interactive product configurators are often not keyboard accessible.
Contrasts and Readability
WCAG 2.1 AA requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. Many modern shop designs with subtle gray tones or pastel colors do not meet this requirement.
Placeholder text in forms often has too little contrast. The same applies to disabled buttons or secondary information. These must also meet contrast requirements.
The Path to EAA Compliance
A professional accessibility optimization follows a structured process:
- As-is analysis: Automated and manual review of all accessibility criteria
- Prioritization: Critical issues first, identify quick wins
- Implementation: Technical adjustments in frontend and backend
- Testing: Review with real users and assistive technologies
- Documentation: Create accessibility statement
Depending on shop size and starting situation, a complete accessibility optimization takes 4-12 weeks. Those who want to meet the deadline should start planning now.
What Does EAA Compliance Cost?
The costs for accessibility optimization depend on the scope of necessary adjustments. Shops with modern, semantic HTML require less effort than those with outdated templates.
Typical cost drivers are individual JavaScript components, complex filters and product configurators, and legacy code. A realistic estimate is only possible after an analysis of the current state.
Accessibility not only reaches more customers but also improves SEO and user experience for all users. The investment pays off multiple times.
The Deadline is Running: What You Should Do Now
The deadline June 28, 2025 is approaching. To be compliant in time, you should act now:
- Have your shop's current state analyzed
- Clarify effort and budget
- Commission implementation partner
- Adjust internal processes (e.g., content creation)
- Prepare accessibility statement
The EAA focuses on B2C offerings. Pure B2B shops may be exempt under certain circumstances. A legal review is recommended.
Automatic tools find only about 30% of accessibility problems. Manual tests by experts and real users are indispensable.
A legally required statement on your website containing the conformity status, known limitations, and contact options for feedback.
Depending on shop size and starting situation, between 4 and 12 weeks. Complex shops with many custom developments need more time.
Violations can result in fines up to 100,000 euros as well as warnings from competitors and associations.
This article is for general information purposes only and does not constitute legal advice. The mentioned fines and deadlines are based on current legislation. For a binding assessment of your individual situation, please consult a lawyer specializing in IT law.
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