Navigating the European Accessibility Act 2025: Main changes, challenges and opportunities for Ecommerce businesses
Adopted in 2019 and set to become fully enforceable by June 28, 2025, it represents a significant step toward a more inclusive digital environment—particularly for the ecommerce industry. In addition to online platforms, the legislation also applies to a wide range of services, including banking, telecommunications, transport, and ticketing.
The EAA introduces new requirements to ensure that digital services—such as ecommerce websites, mobile apps, and online payment systems—are accessible to people with disabilities. To be specific, this will likely require structural changes to your website: from website navigation and product information to the checkout experience and payment interface. These updates create a more inclusive online shopping environment - one where all users, regardless of ability, can navigate and complete purchases with ease.
One of the directive’s key advantages is that it establishes long-awaited harmonization of accessibility standards across the EU, providing merchants with a clearer regulatory framework. Moreover, it brings digital inclusivity to the forefront of discussions on innovation, user experience, and business growth.
Of course, the path to compliance presents challenges. As we’ll explore in the next sections, achieving full accessibility involves a series of technical and strategic adjustments.
The good news? Merchants don’t have to tackle this transition alone. With the right partners—like MultiSafepay—adapting to the EAA becomes a far more manageable and potentially rewarding process. In this article, we’ll explore what the European Accessibility Act means for ecommerce businesses, and how compliance can be transformed into a competitive advantage.
Key adjustments for Ecommerce businesses under the EAA
The European Accessibility Act is grounded in the Web Content Accessibility Guidelines (WCAG), developed by the World Wide Web Consortium (W3C). The guidelines define three levels of digital accessibility: A (basic), AA (intermediate), and AAA (advanced), where each level represents a deeper commitment to inclusivity.
Aligning with these standards helps businesses comply with the EAA, reach diverse users, and remain adaptable to future changes.
To meet the directive, ecommerce platforms must implement improvements in several areas:
Design and Navigation
Color contrast: Ensure readable text through sufficient foreground/background contrast.
Scalable text: Allow text resizing up to 200% without loss of clarity or function.
Keyboard navigation: All site functions must be accessible without a mouse.
Logical structure: To guide users through the website, use semantic HTML, clear headings, and consistent layouts for screen reader compatibility.
Multimedia content
Alternative text for images: Include descriptive text for all visuals, especially product images, to allow blind and visually impaired users to understand image content via screen readers.
Captions and transcripts: Provide subtitles for videos and transcripts for audio content.
Audio clarity: Use clear recordings with minimal background noise and simple language.
Inclusive checkout process
User-friendly forms: Clearly labeled, organized forms for account registration, payment, or customer inquiries, with helpful instructions and error messages.
Action feedback: Use a visual or audio confirmation for actions like adding items to the cart.
Screen reader-compatible payments: Ensure that all payment methods and interfaces work smoothly with screen readers and other assistive technologies. Buttons and options must be easy to select, with descriptive labels and proper focus order.
Search and filtering
Intuitive search tools: Include autocomplete suggestions in the search bar and keyboard-navigable filters.
Assistive tech support: Ensure properly coded elements to work with screen readers and avoid inaccessible JavaScript.
Customer Support Accessibility
Multiple contact options: Offer support via accessible phone lines, chat, and contact forms.
Inclusive help resources: Provide FAQs and guides in plain language, easy to navigate and compatible with assistive technologies.
By focusing on these areas, ecommerce businesses not only ensure compliance with the EAA but also improve their overall user experience, helping to build loyalty, reduce drop-offs during checkout, and serve a broader customer base.
The benefits of embracing the European Accessibility Act for merchants
The directive’s standardized approach to digital accessibility across EU countries unlocks meaningful advantages for merchants, from operational clarity to growth potential.
At the same time, by aligning with the directive, merchants can avoid the many risks associated with non-compliance, including financial penalties and reputational damage.
Easier regulatory compliance
Instead of navigating a patchwork of national laws and guidelines, businesses can now refer to a consistent framework. This simplifies compliance, reduces legal ambiguity, and saves time and resources—particularly for merchants operating across multiple EU countries.
Failing to meet EAA requirements may lead to regulatory fines, penalties, or even legal action. Beyond the financial cost, resolving non-compliance often demands significant time and internal resources—diverting focus from growth and innovation.
Enhanced potential for cross-border growth
The harmonization of accessibility standards removes some of the barriers that previously complicated cross-border commerce. With fewer regulatory hurdles to overcome, merchants can more easily expand into new markets within the EU, knowing that their digital platforms already meet the necessary accessibility requirements.
Without compliance, businesses may find their expansion plans hindered by inconsistent standards and avoidable legal obstacles—potentially excluding them from new market opportunities within the EU.
Broader audience reach
Accessibility improvements don't just benefit users with disabilities—they improve the overall usability of digital platforms for everyone. A more accessible website can attract a wider demographic, including elderly users, people with temporary impairments, and those using different types of devices or assistive technologies. In other words, compliance with the EAA can lead to greater inclusivity, helping merchants tap into previously underserved customer segments.
Inaccessibility can create unnecessary barriers. In a competitive digital space, even minor accessibility issues can result in lost conversions and missed revenue opportunities.
Increased brand reputation
By proactively aligning with the EAA, businesses demonstrate their commitment to inclusivity and social responsibility. This can enhance brand perception and build trust among consumers, partners, and investors. Accessibility is increasingly viewed as a marker of modern, customer-centric businesses, and early adopters of the directive are likely to be seen as industry leaders.
Neglecting accessibility can harm brand perception—especially as consumers grow more aware and vocal about inclusive practices. Businesses risk negative publicity and loss of customer trust, while more inclusive competitors gain favor and visibility.
Better navigation and user experience for all
An accessible site is typically better organized, and easier to navigate. These changes benefit all users—not just those who require assistive tools. From improved keyboard navigation to clearer visual hierarchy and streamlined user journeys, the result is a superior experience that keeps visitors engaged and reduces friction throughout the conversion process.
Accessible websites tend to perform better across the board, from lower bounce rates to stronger SEO. Websites that are not designed with accessibility in mind often suffer from usability issues that frustrate users, increase bounce rates, and reduce engagement—ultimately harming digital performance and search engine visibility.
Preparing your Ecommerce business for accessibility compliance
Achieving compliance with the EAA calls for strategic planning and proactive implementation—but it also presents a valuable chance to improve user experience and build long-term brand credibility. Here’s how merchants can prepare:
1. Start with an Accessibility Audit
Begin by evaluating your website to identify any accessibility gaps. A combination of automated tools and manual testing will help highlight critical areas for improvement. While automated checks can catch technical issues, manual reviews—especially with the help of accessibility experts—can provide deeper insights into real user experience.
It’s important to highlight that these audits are becoming increasingly common, much like the early adoption of GDPR compliance assessments. They are now a standard first step for businesses working toward digital accessibility and regulatory alignment.
2. Train your team
Accessibility is a shared responsibility. Make sure your internal teams understand best practices:
- Developers and designers should follow recognized accessibility standards, such as WCAG.
- Content creators should learn how to create clear, well-structured, and inclusive content.
- Customer support teams should be trained to assist users with different accessibility needs.
Raising awareness across departments helps ensure consistent compliance moving forward.
3. Keep on monitoring and testing
Accessibility isn't a one-time task—it’s an ongoing effort. Regularly test your site to ensure that updates don’t introduce new barriers. Whenever possible, include users with disabilities in usability testing to get direct feedback on the experience your site offers.
4. Partner with experts
Consider working with external specialists who can guide your accessibility efforts and help you optimize key areas, especially the purchasing flow. Collaborating with partners—like MultiSafepay—who prioritize inclusive design in their solutions can be a powerful step toward offering a seamless checkout experience for all users.
Conformity with the EAA not only helps you avoid legal risks, but also opens the door to a broader customer base and a more trustworthy brand image. Start early, stay consistent, and build accessibility into your business mindset.
How MultiSafepay supports merchants in an evolving accessibility landscape
As the European Accessibility Act (EAA) sets new benchmarks for inclusive digital and in-store experiences, it’s increasingly important for merchants to prepare every touchpoint of the customer journey—especially the payment process. MultiSafepay is committed to supporting businesses in moving toward compliance with flexible and future-oriented payment solutions.
We work closely with merchants to ensure that the entire online payment flow—from shopping cart to payment confirmation—is seamless and secure for an increasingly diverse user base.
Thanks to the high level of customization available on our hosted payment pages, merchants can implement accessibility improvements without compromising their brand identity or visual consistency.
Accessibility is also a key consideration at the point of sale. Our latest SmartPOS terminals, the P3H and P3KH, feature tactile keypads and optimized displays for improved readability and ease of use. This helps ensure a smooth and inclusive payment experience for all customers, including those with visual or motor impairments. With these devices, merchants are better positioned to offer an accessible and future-compliant in-store payment experience.
Conclusion
The European Accessibility Act marks a significant step toward a more inclusive digital future. For ecommerce businesses, it’s not just a regulatory obligation—it’s a chance to improve user experience, reach a wider audience, and reinforce your brand’s values.
At MultiSafepay, we’re committed to helping merchants build user-friendly checkout experiences that comply with evolving needs of the market. From innovative and secure payment options to seamless integration, we support you every step of the way toward compliance and better customer engagement.
Start preparing today—and make your digital store welcoming to every customer.
