The European Accessibility Act (EAA) deadline of June 28th has now passed. The legislation affects all digital content, so if you run an eCommerce website and haven’t made your store accessible yet, you’re already behind. But that doesn’t mean you’re out of options.
The good news is that there’s still time to get compliant before serious enforcement measures take hold. But every day counts. In this handy guide, we’ll break down exactly what the EAA means for online retailers, where most eCommerce sites fall short, and what steps you need to take next to ensure your digital storefront is accessible.
What is the European Accessibility Act?
The European Accessibility Act is a landmark piece of legislation designed to improve accessibility across the European Union. The goal is to create a more inclusive single market by ensuring that all consumers, regardless of ability, can access and interact with key digital services. If you’re an eCommerce operator, that means ensuring your website, apps, and online purchasing processes are all fully accessible.
The EAA compliance standards draw heavily from the Web Content Accessibility Guidelines (WCAG) 2.1 AA, which serve as the global benchmark for digital accessibility.
Which digital eCommerce stores need to meet EAA compliance requirements?
If you sell products online to customers within the EU, your site is expected to meet EAA standards, even if you’re headquartered elsewhere. That means EAA standards apply to:
- Large international retailers with EU-based customers.
- SMEs and local online stores operating within EU member states.
- Marketplaces and dropshipping platforms that sell to EU consumers.
- Subscription services and digital product sellers (like eBooks or software) serving the EU market.
Whether you’re running a Shopify store, a WooCommerce site, or a custom-built online store, the new EAA rules likely apply to you. The only real exceptions are microenterprises with fewer than 10 employees and an annual turnover or balance sheet total of under €2 million. Even then, exceptions aren’t guaranteed. Member states may still require compliance, depending on the nature of the service or the accessibility barriers involved.
When does my eCommerce website need to be EAA compliant?
As of June 28, 2025, all newly published digital content must be fully accessible. This includes:
- Product pages
- Blogs
- Digital brochures
- PDF downloads
- Video content
- Product demos
- Checkout features
There is an extended grace period for existing content. You have until June 28, 2030, to bring older pages, archived resources, and previously uploaded media into compliance with the new guidelines. However, the longer you wait, the greater your risk of legal complaints, customer frustration, and enforcement action.
The bottom line? For eCommerce sites that regularly update listings, run sales campaigns, or manage dynamic content, now is the time to integrate accessibility into your daily workflows
Where do the main EAA violations occur on eCommerce websites?
Even the most visually polished online stores can fall short when it comes to accessibility. Here’s a quick list of some of the most EAA compliance failures on eCommerce websites.
Non-descriptive image alt text
Product images without meaningful alt text leave screen reader users in the dark. For example, descriptions like “image123.jpg” offer no value and can break the shopping experience for visually impaired users trying to understand what you’re selling.
Poorly designed checkout procedures
Complex and confusing checkout processes present barriers for users with cognitive impairments and those navigating your website using assistive technology. Unlabeled fields, inaccessible dropdowns, and error messages that rely on colour alone are all common culprits of poor UX.
Colour contrast issues
Low colour contrast between text and background, especially on buttons, banners, or sale countdowns, makes it difficult for users with visual impairments or colour blindness to read important information.
Lack of keyboard navigation
If your website requires a mouse or trackpad for effective navigation, you’re excluding users who rely on keyboard commands or switch devices. Menus, filters, and popups must all be operable via keyboard alone.
Inaccessible forms
Missing labels, instructions, and error handling mechanisms are the top pitfalls when it comes to designing accessible forms. These failures have a significant detrimental impact on completion rates for contact forms, newsletter signups, new account registrations, and even product review submissions.
Why EAA compliance is essential for online eCommerce stores
Achieving accessibility isn’t just about mitigating legal risk, although that should certainly be a motivating factor. It’s also about unlocking business value. Here’s an overview of why making sure your online store is EAA compliant is a smart, strategic move.
- Avoiding penalties: Noncompliance can result in complaints, investigations, audits, market exclusion, and even EAA fines and penalties.
- Access to a broader audience: An accessible site ensures it’s just as easy for consumers with disabilities to browse, shop, and convert as it is for non-disabled customers.
- Prevent negative PR: Inaccessible websites aren’t just inconvenient, they’re discriminatory. A commitment to inclusivity strengthens brand trust and loyalty and protects your reputation.
- Enhance SEO performance: Many accessibility best practices overlap with SEO best practices, leading to improved visibility in SERPs, increased website traffic, and higher conversion rates.
Proactively addressing accessibility now reduces short-term risk while adding long-term value. It’s a win-win from every angle.
Take the first steps to create an EAA-compliant eCommerce site today
Getting started with accessibility doesn’t have to feel overwhelming. Here are the first four steps you should be taking to drive your eCommerce site toward full EAA compliance.
Run an EAA compliance audit of your website
You can’t fix your accessibility issues if you don’t know what they are. Using a combination of manual testing and automated tools like a website accessibility checker is typically the best way to generate a comprehensive list of specific issues and compile a fix queue to address them.
Implement fixes to align with EAA standards
Prioritise updates based on WCAG 2.1 AA guidelines. Start with critical user journeys like product search, checkout, and account creation. Then expand your fixes sitewide to ensure optimal HTML structure, alt text, colour contrasts, keyboard-friendly interactive elements, etc.
Schedule future audits to ensure long-term compliance
Ongoing testing ensures that your site remains compliant as your business evolves. You should establish a schedule for regular EAA compliance auditing and run additional tests after each site redesign, content upload, and platform update.
Provide EAA training to key website contributors
A well-trained team is your best defence against future compliance slip-ups. Ensure that your developers, designers, content managers, and marketers receive sufficient web accessibility training. Their knowledge is the foundation for maintaining inclusive design practices over time.
Get Your eCommerce Accessibility Back on Track
Behind on EAA compliance? Follow these steps to get started today:
- Run a free accessibility scan to see where your site stands and uncover quick wins.
- Enrol in our free EAA training course to learn how to make your website and content accessible.
- Book an accessibility consultation to identify your next steps and avoid costly accessibility pitfalls.
Act now to get compliant, stay compliant, remain competitive, and make your store accessible to everyone.
EAA eCommerce Compliance FAQs
Here’s a rundown of our most common EAA compliance questions. Don’t see the answer you need? Contact our team today to speak to an EAA expert.
New content published after June 28, 2025, must already meet accessibility standards. Existing content published before June 28 must be made accessible by June 28, 2030.
Top issues include missing alt text, poor colour contrast, inaccessible forms, non-keyboard-friendly navigation, and confusing checkout flows.
Start by running an automated accessibility scan and follow up with manual testing. This will highlight areas where your site falls short of WCAG 2.1 AA standards, the benchmark for EAA compliance.
Yes. If you offer an eCommerce app for your online store, it must meet the same accessibility standards as your website.
Yes. Even if your business is headquartered elsewhere, your eCommerce website and/or app must meet EAA standards if you sell products online to EU consumers.