10. April 2025
The digital world should be accessible to everyone—but today, it’s not. Over 1.3 billion people worldwide live with a disability, yet only a fraction of the internet is truly accessible. In the world of e-commerce, that means many people are excluded from the online shopping experience.
An accessible online store ensures that users with visual, auditory, or motor impairments can navigate, browse, and purchase without barriers.
Accessibility is no longer optional
Accessibility is not a topic of the future—it’s a legal and moral imperative today. Starting June 28, 2025, all online shops in the EU must meet accessibility standards as outlined in the European Accessibility Act (EAA). Failing to comply could lead to legal penalties, fines, and a loss of customer trust.
This article explains what digital accessibility in e-commerce entails, how to get your shop ready in time, and why it’s a win-win for your business.
Accessibility in online shopping
About 15% of the global population lives with some form of disability. These individuals regularly encounter obstacles in the digital space—especially in e-commerce. Common accessibility challenges include:
- Visual impairments: Small fonts, poor color contrast, and missing alternative text make content unreadable. Color blindness, such as red-green deficiency, can further hinder navigation.
- Hearing impairments: Audio and video content without captions or transcripts are inaccessible.
- Motor impairments: Tiny buttons, complicated navigation, and mouse-only controls present significant challenges.
An accessible online store addresses these needs—with keyboard navigation, subtitles, clean layout, and more.
Why accessibility matters in e-commerce
Accessibility isn’t just a nice-to-have—it’s a business-critical feature:
- Social responsibility: Everyone deserves equal access to digital services. Inclusion should be the standard, not the exception.
- Legal compliance: Laws like the Americans with Disabilities Act (ADA) in the U.S. and the European Accessibility Act (EAA) in the EU require digital accessibility—by 2025 at the latest.
- Business growth: Accessibility expands your audience and improves usability for all customers, increasing your potential for conversions and sales.
What the law requires
ADA – Americans with Disabilities Act (U.S.)
Enacted in 1990, the Americans with Disabilities Act (ADA) protects people with disabilities from discrimination. Originally aimed at physical spaces, it now applies to digital services—including websites and online stores. Even international businesses selling in the U.S. must comply.
EAA – European Accessibility Act (EU)
Adopted in 2019, the European Accessibility Act (EAA) requires EU member states to enforce digital accessibility rules by June 28, 2025. If your shop sells within the EU, these rules apply to you.
Deadline: June 28, 2025
Your online shop must be accessible by this date. This includes navigation, layout, content, and functionality.
Also important: If you serve customers in the U.S., ADA regulations apply—thousands of lawsuits have already been filed in recent years against non-compliant businesses.
10 steps to make your online store accessible
Improving accessibility doesn't have to be a major overhaul. Many changes are simple to implement:
- Enable keyboard navigation: Users must be able to navigate without a mouse.
- Allow text resizing: Fonts and layouts should adapt to user preferences without breaking.
- Add ALT text to images: Helps screen readers describe visuals.
- Provide captions and transcripts Make video and audio content understandable without sound.
- Use strong color contrast: Text should be readable for people with visual impairments.
- Design clear, usable forms: With labels and accessible error messages.
- Make buttons and links large enough: Especially for users with limited motor control.
- Implement responsive design: Your store should work on any device, from phones to monitors.
- Choose readable fonts: Clean, simple, and easy to read.
- Offer accessible customer support: Provide channels like email, voice output, or chat options that everyone can use.
Shopify tip: Shopify offers accessibility guidelines and apps that improve your store—like screen readers, contrast checkers, and accessible themes.
Is it worth the effort? Absolutely.
An accessible online store doesn't just promote fairness—it brings real, measurable benefits:
- Greater reach: Millions of new potential customers.
- Better SEO: Search engines reward accessible websites.
- Higher conversion rates: A smoother experience increases sales.
- Future-proofing: You meet tomorrow’s legal standards today.
- Stronger brand image: Show genuine commitment to inclusion.
What if you don’t comply?
Ignoring laws like the ADA or EAA can lead to legal warnings and cease-and-desist letters, fines and lawsuits.
Important: "I didn’t know" is not a valid excuse. Now is the time to audit and improve your shop’s accessibility.
Accessibility is a responsibility—and a strategic advantage
Digital accessibility in e-commerce is no longer optional. Starting June 28, 2025, it’s a legal requirement. But more importantly, it’s an opportunity.
Make your shop a welcoming place for everyone—regardless of ability. You’ll not only improve the experience for users with disabilities but also boost your brand, search visibility, and conversion rates.
Accessibility benefits everyone—your customers, your business, and society as a whole.