With 101 million Europeans living with a disability, websites which do not focus on accessibility are potentially losing customers and facing legal risks. 

From abandoned carts to negative feedback, the impact is both financial and reputational. 

The European Accessibility Act (EAA) is about to change the standard approach to selling online to EU customers. It aims to remove digital accessibility challenges across multiple sectors, including eCommerce. 

For Shopify merchants, this means making proactive changes to your store to accommodate every potential buyer and their unique needs.

In this blog we will go over what the EAA is exactly, what key requirements it holds, and how online businesses can adapt accordingly. Let's get started!

What is the European Accessibility Act (EAA)?

First adopted in 2019, the EAA (Directive 2019/882) is an EU-wide law requiring private and public businesses to make products and services accessible to people with disabilities.

It sets standards across all member EU states and it requires action across various industries (both offline and online.

Who It Affects

• eCommerce (online stores, marketplaces, booking systems).
• Banking, transportation, and telecoms (more in Section 3).
• Non-EU businesses selling to EU customers—geography doesn’t exempt you.

Key Deadlines

• June 28th, 2025: Full enforcement begins. All new digital platforms (websites, apps) must comply.
• 2030: Extended grace period for some legacy systems (e.g., older ticketing machines & ATMs).

Starting from June 2025, national regulators can impose fines, and consumers can sue for inaccessibility.

Who Needs to Comply? Industries Covered by the EAA

1. eCommerce & Online Retail

This is where the EAA has its most widespread impact. 

Online stores, digital marketplaces, and booking platforms need to make their websites and apps accessible. 

This means anyone selling products or services online to EU consumers is concerned - from niche Shopify stores to major booking portals. Lets look at some examples:

• All online stores (B2C and B2B) selling physical or digital products
• Marketplaces (Amazon, eBay, Etsy sellers with EU customers)
• Subscription services (meal plans, software, streaming memberships)

2. Banking & Financial Services

Online banking platforms, payment service providers, and fintech apps must offer accessible digital experiences. This includes everything from logging in to completing a transaction.

• Online banking platforms and mobile apps
• Payment processors (PayPal, Stripe, etc.)
• ATMs and self-service kiosks

Requirements include screen reader-compatible interfaces and accessible authentication methods.

3. Transportation

Airline, train, and public transport operators need to make ticketing websites and apps accessible. This also extends to self-service terminals and travel booking tools (including Uber, Bolt, etc.).

The travel sector faces specific challenges such as the widely used visual route maps will now require text alternatives and dynamic pricing displays must work with assistive tech.

4. Telecommunications & Digital Services

Telecom providers, streaming platforms, and digital communications services fall under the EAA’s requirements. Accessibility applies to both the hardware (smartphones, TVs) and digital interfaces (Netflix, Spotify).

They will need to include subtitles and audio descriptions, as well as voice control compatibility.

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The law applies to:

• Businesses based outside the EU that sell to EU customers
• Companies with localized EU domains (e.g., .de, .fr, .it)
• Any online store that explicitly targets EU consumers (through language, currency, or marketing)

Accessibility is a must-have for any brand targeting the European market.

EAA Exemptions for Businesses

The EAA recognizes that not all businesses are the same. It provides potential relief for micro-enterprises, defined as:

• Having fewer than 10 employees
• Annual turnover under €2 million

However, even these small businesses must avoid discriminatory practices and make reasonable efforts to ensure accessibility wherever possible.

There’s also a “disproportionate burden” exemption, but it’s rarely approved by regulators. Businesses need to prove that making their products or services accessible would impose an undue financial or technical burden (it is recommended not to rely on this exemption scenario).

It's important to recognize that even if a business qualifies for an EAA exemption, other legal risks remain. National anti-discrimination laws in EU countries, along with international agreements like the UN Convention on Rights of Persons with Disabilities, can still create liability for inaccessible websites.

What Happens If a Merchant Doesn’t Comply with the EAA?

Failing to meet the accessibility requirements set by the European Accessibility Act (EAA) can have serious legal and financial consequences for online merchants—including those outside the EU who sell to EU customers.

1. Fines and Penalties
From June 28, 2025, national regulators across the EU can investigate user complaints and impose penalties on businesses. Fines for non-compliance are set by each EU member state individually. For reference, some countries (such as France and Spain) have already imposed accessibility fines under previous national laws ranging from €5,000 up to €250,000, depending on the severity and duration of the violation  (Reciteme.com).

2. Civil Lawsuits
Users with disabilities will also have new rights of action under the EAA. They can file complaints directly with national authorities or take businesses to court for inaccessible websites and apps. Similar cases in the U.S. (under the ADA) have led to claimed damages - trends now expected in Europe (European Commission EAA FAQ).

3. Reputational Damage
Negative publicity around accessibility lawsuits can damage a merchant’s brand name and lead to lost customer trust. According to the European Commission, inclusive online services help businesses reach a largely untapped market of over 100 million people with disabilities (European Commision).

Key EAA Requirements for eCommerce Stores

To comply with the EAA, online stores must make sure their digital experiences meet 4 core accessibility principles (based on WCAG 2.1 AA):

1. Perceivable

Users should be able to perceive and process your website’s content, regardless of how they access it. Key requirements include:

• Alternative text (alt text) for images, icons, and buttons so screen readers can describe visual elements to blind users.
• Keyboard navigation for users who cannot operate a mouse (e.g., those with motor disabilities).
• Resizable text (up to 200% without breaking the layout) for users with low vision.
• Captions and transcripts for videos and audio content to assist deaf or hard-of-hearing users.

2. Operable

Your store should be fully functional for users who rely on keyboards, voice commands, or other assistive technologies. Essential features include:

• No "mouse-only" interactions (e.g., hover menus must also work via keyboard).
• Clear focus indicators (visible outlines when navigating through links and buttons).
• No time limits (or provide an option to extend them) for checkout processes.

Avoid flashing animations that could trigger seizures (WCAG limits flashes to 3 per second).

3. Understandable

Language selection, website structure, and behavior should be intuitive for all users. This means:

• Simple, concise language (avoid jargon, especially in product descriptions).
• Consistent navigation (menus, buttons, and links work the same way across pages).
• Error prevention (clear labels, instructions, and alerts for forms).
• No unexpected pop-ups that could disorient screen reader users.

Cognitive disabilities (e.g., dyslexia, ADHD) affect 10% of Europeans (EU Commission).

4. Robust

Websites and apps must work with screen readers and other assistive technologies. This requires:

• Clean, semantic HTML (proper heading structure, ARIA labels for dynamic content).
• Screen reader testing (make sure checkout flows are labeled correctly).
• No reliance on JavaScript-only functions (critical features should work when scripts are disabled).

Consider hiring an accessibility consultant or using a suitable accessibility solution (though full manual testing is still recommended).

A Shopify Merchant’s Guide to EAA Compliance

With 10% of global eCommerce powered by Shopify, merchants using the platform face unique challenges and opportunities when adapting to the EAA.

Fortunately, reaching EAA standards doesn’t require a full rebuild- just a careful and thorough approach to the store theme, apps, and content.

Lets go over what you need to focus on before June 28th, and onwards.

1. Review Your Theme

Switch to an accessible base theme: Only a minority of Shopify themes meet WCAG 2.1 AA out of the box. 

Critical fixes for any theme:

• Text can scale up to 200% without layout breaks.
• Add aria-labels to icon-only buttons (e.g., cart, search).
• Confirm color contrast meets 4.5:1 ratios.

Avoid overly customized themes without accessibility testing.

2. Audit Key Apps

Popular apps for pop-ups, product filters, or countdown timers often break keyboard navigation. Test all interactive elements:

• Product sliders (should work with arrow keyboard keys).
• Size/color pickers (must announce selections to screen readers).
• Checkout upsells (avoid time-limited pop-ups that can’t be dismissed via keyboard).

3. Optimize Product Content

Accessibility isn’t just about code - it’s also about site content. Every product image should have descriptive alt text that explains the image’s purpose or content.

• Add alt text to all product images (describe visuals, not just “blue dress”).
• Use Shopify’s bulk editor for existing products.
• Embed YouTube videos with captions enabled by default.
• Provide transcripts for product demo audio.

4. Checkout Flow Fixes

Finally, address accessibility in your checkout process. Use keyboard navigation to test the entire flow:

• Shipping method selection - common keyboard trap

• Test tab navigation for payment options (especially third-party gateways like PayPal).

• Clearly label invalid fields (e.g., “Expiry date required” vs. generic “Error”).

By implementing these changes, Shopify merchants can confidently work toward full EAA compliance - not just avoiding penalties, but also welcoming millions of potential customers who were previously locked out by accessibility barriers.

Conclusion

The European Accessibility Act marks a major turning point for online businesses across the EU and beyond. With enforcement beginning in June 2025, digital accessibility is no longer a “nice to have”—it’s a legal obligation.

More importantly, inaccessible websites exclude over 100 million Europeans living with disabilities, leading to lost sales and missed market potential.

For Shopify merchants, the good news is that reaching EAA compliance doesn’t require reinventing your entire store.

By reviewing your theme, auditing your apps, improving your product content, and ensuring a seamless checkout experience, you can open your business to millions of new customers and position your brand as a trusted accessibility partner.

And don’t forget: Consentmo’s cookie banner solution is built to be both EAA and WCAG friendly, helping your Shopify store stay compliant right from the first interaction.

Next up: Can AI Predict Your Next Compliance Risk?