Is Your Ecommerce Store Ready for the European Accessibility Act?

Imagine losing out on thousands - maybe millions - of potential customers simply because they can’t navigate your website. Now, imagine getting hit with a hefty fine on top of that. Sounds like a nightmare, right?

Well, for ecommerce brands, this could soon become reality. The European Accessibility Act (EAA) is coming, and online merchants need to act fast. If your ecommerce store isn’t compliant, you’re at risk of both legal penalties and lost revenue – not to mention a serious hit to your brand reputation.

At our Magento agency, we work with online merchants every day to create fast, optimised, and high-converting webshops. And now, accessibility has become a top priority for our clients.

In this post, I’ll walk you through exactly what you need to know:

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  What the European Accessibility Act covers

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  Who needs to comply

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  Key website accessibility requirements

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  The business benefits of accessibility

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  How to check if your website is compliant

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  Steps to get started before the deadline

The clock is ticking - June 28, 2025, is the deadline. Let’s dive in.

Accessibility isn’t just a “nice-to-have” feature - it’s a legal requirement.
But beyond avoiding fines, making your ecommerce store accessible is also good for business.

Here’s why:

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  Legal compliance – If your website doesn’t meet accessibility requirements, you could face fines or legal action.

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  More customers – There are 135 million people in the EU alone with disabilities. If they can’t use your site, they can’t buy from you.

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  SEO boost – Google rewards accessible websites with better rankings.

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  Better user experience for everyone – Accessibility improvements often benefit all users, not just those with disabilities (think about larger fonts or better contrast for aging customers).

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  Stronger brand reputation – Consumers expect brands to be inclusive. Accessibility shows that your brand cares.

Ignoring accessibility isn’t just risky - it’s leaving money on the table.

The European Accessibility Act applies to almost every business operating in the EU.

You must comply if:

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  You have more than 10 employees

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  Your annual turnover exceeds €2 million

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  You sell products or services online

That means most ecommerce businesses are affected. The law applies to websites, mobile apps, and online stores.

Public sector websites are also included, but since we work with ecommerce merchants, we’ll focus on online stores.

To comply with the EAA, your ecommerce store needs to meet specific web accessibility standards. These are based on the Web Content Accessibility Guidelines (WCAG) - the global benchmark for digital accessibility.

Here are the key areas your site needs to improve:

1. Color Contrast & Readability
   Customers with visual impairments need high-contrast colors to read text clearly. Light gray text on a white background? That’s a BIG no.
2. Keyboard Navigation
   Not everyone uses a mouse. People with disabilities often navigate using a keyboard or assistive technologies.
   Your entire site - including checkout - must be fully usable with just a keyboard.
3. Alternative Text for Images
   Every image on your site needs alt text. This helps visually impaired users understand the image through a screen reader.
4. Multimedia Accessibility
   If you use videos or audio content, you must provide captions, transcripts, or audio descriptions for users who are deaf or hard of hearing.
5. Accessible Forms & Checkout Process
   Forms must be easy to navigate, with clear labels and instructions. If your checkout process isn’t accessible, customers won’t be able to complete their purchase. That means lost sales.
6. Focus Indicators & Error Messages
   Your site must highlight which element is currently selected when users navigate with a keyboard. Error messages should also be clear and easy to understand.

These might seem like small details, but they make a huge difference in usability.

Ignoring the EAA isn’t an option. Here’s why:

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  Legal Fines – If your website doesn’t comply, you could face significant penalties. Some businesses will report non-compliant competitors to authorities.

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  Lost Customers – If people can’t navigate your site, they’ll leave - and shop with a competitor instead.

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  Reputation Damage – Customers expect inclusivity. A non-accessible site can lead to bad PR.

Accessibility isn’t just about avoiding fines - it’s about protecting and growing your business.

You might be wondering: “Is my website already accessible?”

Here’s how to check:

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  Run an Accessibility Audit

  Use tools like:

  • Google Lighthouse (Chrome DevTools)
  • WAVE (Web Accessibility Evaluation Tool)
  • axe DevTools
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  Manually Test Your Website – Try using your site without a mouse. Can you navigate using only your keyboard? Do images have alt text? Are buttons labeled correctly?

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  Get Expert Help – Accessibility is complex. If you’re unsure, consider working with an agency that specialises in accessibility compliance.

Don’t wait until the last minute. Here’s a step-by-step plan to get your ecommerce store compliant:

1. Conduct an Accessibility Audit – Identify what needs fixing.
2. Create an Accessibility Policy – Document your approach to compliance.
3. Prioritise Fixes – Start with high-impact areas like checkout and navigation
4. Implement Improvements – Adjust color contrast, alt text, forms, and keyboard navigation.
5. Test Again – Run another audit to ensure all issues are resolved.
6. Stay Compliant – Accessibility isn’t a one-time fix. Make it part of your ongoing development process.

Accessibility shouldn’t be seen as a burden - it’s an investment in your brand’s future. While implementing accessibility features takes time and effort, it pays off in legal safety, customer loyalty, and business growth.

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  Complying with the EAA means avoiding fines

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  More customers will be able to shop with you

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  Your website will rank higher in search engines

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  You’ll create a better experience for all users

At our Magento agency, we’ve already started helping clients prepare for the deadline. The process can be overwhelming, but acting now will save time, money, and headaches later.

If you’re unsure where to start, let’s talk. We can help audit your store, prioritize fixes, and ensure your website is fully compliant and optimised for all users.

🚀 June 28, 2025, is coming fast. Is your ecommerce store ready?