If you sell online to customers in the EU, accessibility is no longer just good practice. Here is what changed, who it covers and where to start.
Since 28 June 2025, the European Accessibility Act has applied across the EU. For many businesses the biggest change is simple: online shops and other consumer services sold in the EU now need to be accessible to people with disabilities. This is general information, not legal advice, but it should help you ask the right questions.
Who it covers
The Act covers a set of consumer products and services, and ecommerce is one of them. It can apply to businesses based outside the EU when they sell to EU consumers. Service providers that are micro-enterprises, meaning fewer than 10 staff and no more than €2 million in annual turnover, are exempt from the service requirements.
What standard to aim for
The harmonised standard used to show conformity, EN 301 549, relies on WCAG 2.1 Level AA for web content. In practice, if your site meets WCAG 2.1 AA, and ideally the newer WCAG 2.2 AA criteria too, you are in a strong position.
Where shops usually fall short
- Checkout steps that cannot be completed with a keyboard alone.
- Product images and buttons with no text alternative for screen readers.
- Low-contrast text, especially grey on white and text over photos.
- Form errors shown only in red, with no message explaining what went wrong.
- Pop-ups and cookie banners that trap keyboard users.
Why an overlay plugin is not the answer
Plugins that promise instant compliance add a toolbar on top of the site but leave the underlying code unchanged. Many people who use assistive technology find them unhelpful. Real fixes in your theme or templates are what make the site usable.
Accessibility fixes usually make the site better for everyone: clearer forms, readable text, fewer dead ends.
Where to start
- Test your main journeys, from landing page to paid order, with a keyboard and a screen reader.
- Fix the blockers on checkout and forms first.
- Publish an accessibility statement saying what standard you meet and how people can report problems.
- Add accessibility checks to how you build new pages, so the work does not slowly undo itself.
If you would like an outside view, we audit sites against WCAG and fix what we find on Shopify, WordPress and custom builds.
Related services: Website accessibility (WCAG), Website redesign, Shopify development.