With the Accessibility Strengthening Act (EAA) coming into effect in June 2025, many digital offerings will need to be made accessible.
This particularly applies to online shops and digital marketplaces, which are required to adapt their websites and apps to meet the new requirements. But what exactly does accessible e-commerce mean, and what concrete steps are needed to make an online shop accessible?
What does accessibility in e-commerce mean?
An accessible website doesn’t just mean it’s usable for people with disabilities; it also means making it more intuitive and understandable for all users. Here are some key aspects that make the accessible optimization of online shops easier.
What should be considered for accessibility?
There are various approaches and aspects to consider when implementing accessibility in online shops. It’s essential to account for the different limitations people may have, in order to provide a barrier-free experience for everyone.
The following points are criteria that must be followed according to the Web Content Accessibility Guidelines for online shops.
1. Alternative representations for visual content
Images, graphics, and videos are central to e-commerce, but many users may have difficulty perceiving them fully. Therefore, alternative access options need to be provided.
✔ Alt text for images: All images must have descriptive alt text (alt tags). This allows screen readers to interpret the content and make it understandable for users with visual impairments.
✔ Subtitles and transcripts: Product or explanatory videos should include subtitles or a full transcript so that deaf or hard-of-hearing users can understand them.
✔ Text descriptions for graphics: Content that is presented solely visually should be supplemented with textual explanations.
2. Improved navigation and usability
An online shop must be accessible and easy to navigate for all users – whether they are using a mouse or relying on assistive technologies.
✔ Keyboard navigation: All shop functions must be usable without a mouse. Users should be able to navigate through the menu, products, and checkout using only the Tab key.
✔ Structured and clear navigation: Simple menus, clear categories, and consistent page elements help users orient themselves, especially for those with cognitive limitations or older users.
✔ Focus indicators for interactive elements: Buttons, links, and forms should have a visible focus so that users can easily identify their current location on the page.
3. Optimized text and contrasts for better readability
Many users have difficulty reading text on websites, whether due to visual impairments, poor contrast, or complicated wording.
✔ Clear and simple language: Product descriptions and instructions should be clear and free from unnecessary jargon.
✔ Resizable fonts: Users must be able to increase the font size without losing quality.
✔ High contrast colors: Text and interactive elements should stand out clearly from the background.
4. Accessible forms and checkout processes
Forms are often one of the biggest barriers for users with impairments. In particular, the checkout process requires careful consideration to ensure accessibility.
✔ Clear labels and placeholder text: Fields should always be clearly labeled so that users know what information is required.
✔ Automatic error detection and helpful guidance: Error messages should be easy to understand and provide specific solutions.
✔ Flexible input options: Users should be able to choose from different input options (e.g., manual address entry or automatic suggestions).
5. Technical adjustments for assistive technologies
For an online shop to be truly accessible, it must be compatible with screen readers, voice controls, and other assistive technologies.
✔ Semantic HTML code: Clean, well-structured programming allows screen readers to interpret the website correctly.
✔ ARIA labels for interactive elements: Buttons and links should be tagged with ARIA attributes so that users with visual impairments can understand their function.
✔ Avoiding automatic animations or time limits: Content should not disappear or move automatically, as this can be disruptive for some users.
Accessibility as the standard in modern e-commerce
With the implementation of the Accessibility Strengthening Act, accessibility in online retail will no longer be optional but a legal obligation. By optimizing your online shop early, you ensure that all customers – regardless of their abilities – have an optimal shopping experience.