Starting in June 2025, the Accessibility Strengthening Act (EAA) will come into effect, requiring many businesses to make their digital products and services accessible.
While some may see this as an additional challenge, the law primarily offers a great opportunity for e-commerce: companies that invest early in digital accessibility can tap into new target groups and expand their customer base.
But how exactly does accessibility lead to greater reach and higher sales?
Why is digital accessibility an opportunity for online shops?
An accessible online shop makes it easier for more people to shop without barriers, ensuring a seamless navigation and usability experience. This benefits not only people with disabilities but also older customers, those with temporary impairments (such as after an injury), or customers who need simple and intuitive navigation.
By improving accessibility, businesses benefit from:
- ✔ A larger potential customer base, as more people can use the shop without difficulty
- ✔ Higher conversion rates, due to fewer abandoned purchases caused by complicated navigation
- ✔ Better customer loyalty, as accessible shops often provide a more pleasant user experience
- ✔ Improved brand perception, as inclusion and user-friendliness are increasingly valued
Accessibility means not just legal compliance, but also increased revenue through a broader target audience.
Which customers particularly benefit from accessibility?
Digital accessibility in e-commerce makes shopping easier for more people than you might think. It benefits not only those with permanent impairments but also customers facing temporary or situational barriers, such as poor lighting, injuries, or unfamiliar technology.
- ✔ Simple navigation and clear structures improve usability for everyone
- ✔ Easily readable text and strong contrasts enhance understandability
- ✔ Alternative input methods like keyboard navigation or text-to-speech features facilitate access
An accessible online shop means more potential customers, a better user experience, and long-term customer retention.
Using the EAA as a competitive advantage
The Accessibility Strengthening Act requires many businesses to make their digital offerings accessible. But rather than seeing this law as just a requirement, companies should recognize the opportunity it presents: early adjustments allow them to reach new customers and better serve existing ones.
By making your online shop accessible, you not only protect yourself legally but also expand your target audience through accessibility, laying a future-proof foundation for long-term growth. Digital accessibility is not just about inclusion – it’s a real competitive advantage in modern e-commerce.