Why the EAA matters now
Starting in late June 2025, digital accessibility will become mandatory across the EU under the European Accessibility Act (EAA). For onlineshop owners — especially those using platforms like Shopify — this means accessibility is no longer optional. It’s a legal requirement.
A key focus is making content accessible, particularly images. Using ALT texts correctly on accessible websites not only helps meet legal standards — it also improves user experience and boosts visibility in search engines.
Companies that adapt their websites early reduce legal risks and position themselves as inclusive and responsible businesses.
What is the EAA?
The European Accessibility Act (EAA) is an EU directive requiring companies to ensure that digital products and services are accessible to everyone — including people with physical or cognitive impairments.
Starting June 28, 2025, all websites and online services must meet accessibility standards. This applies to existing online stores as well, which means businesses must adjust their offerings accordingly. Non-compliance can lead to legal consequences.
The directive focuses on areas such as:
- accessible navigation
- high-contrast design
- text alternatives for images, graphics and multimedia content
What happens if you ignore the requirements?
The consequences of non-compliance can be serious. In addition to potential fines or legal notices, excluding entire user groups can harm your business.
One common issue is the lack of meaningful ALT texts. These image descriptions are vital for users relying on screen readers — and they play a key role in search engine optimization. Without them, a website is neither accessible nor SEO-friendly.
Omitting image descriptions also violates the WCAG 2.0 requirements for ALT texts, which serve as the international foundation for accessibility standards.
How to implement the EAA: Focus on ALT texts
To meet legal obligations under the EAA, a structured approach is essential. One of the most effective steps is the consistent use and maintenance of ALT texts — especially in image-rich e-commerce environments.
Here’s what to consider:
- Every ALT text should clearly describe what’s in the image, without unnecessary phrases.
- Product images should include key terms — but avoid keyword stuffing.
- In multilingual stores, ALT texts must be translated.
- For large inventories, AI-powered tools can help automatically generate and scale ALT texts.
Regular ALT text audits are also recommended. Plugins or specialized tools can systematically detect missing or incorrect entries.
Conclusion: Prepare for the EAA with accessible ALT texts
The EAA introduces new obligations — but also presents an opportunity to make digital services more inclusive and user-focused. Businesses that act early reduce legal risks and gain a competitive advantage.
For Shopify stores, this means: create ALT texts in Shopify, review them regularly and scale when needed. This ensures compliance with the EAA, improves SEO and builds a more inclusive online presence.
