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Starting June 28, 2025, online store owners will be required to adapt their platforms to the requirements of the European Accessibility Act. The new regulations aim to provide better access to online shopping for people with disabilities, eliminating technological barriers. What do these changes mean in practice? Shoper experts analyze key aspects of the new regulations.
The European Accessibility Act (EAA) is a directive adopted by the European Union. Its main goal is to eliminate barriers to full participation in social and economic life for people with disabilities. The regulations introduce uniform accessibility requirements across the EU, which is particularly important for the e-commerce industry.
What's in store for online retailers and buyers?
Online store owners will be required to adapt their websites and apps to the new standards, which requires implementing solutions that make it easier to navigate, read content and finalize purchases for people with different needs.
The new regulations aim to eliminate barriers to e-commerce and provide a more inclusive shopping experience for all users. For shoppers, this means a more convenient and intuitive shopping experience, as well as easier access to products and services - regardless of limitations due to disability.
- The new regulations are not just a legal obligation, but a real change for the better for online commerce. They will increase accessibility, which will affect the quality of use of online stores. This is especially important for customers with disabilities, who until now have faced numerous barriers to convenient access to online shopping. - Boguslawa Chilinska-Lis, Product Marketing Manager at Shoper, explains.
Who is affected by the directive?
The European Accessibility Act (EAA) imposes obligations on manufacturers, importers, distributors and service providers, including owners of online stores and sales platforms. In the area of e-commerce, the directive covers e-commerce platforms, mobile applications, payment terminals and customer service processes, among others. Online entrepreneurs will have to adapt their services to WCAG 2.1 standards at the AA level, which entails implementing certain technical solutions to ensure greater accessibility.
However, it is worth noting that micro-enterprises - those employing fewer than 10 people and with an annual turnover of less than €2 million - are exempt from some of the directive's requirements.
Key changes in online stores
The European Accessibility Act (EAA) is based on four key WCAG principles: perceivability, functionality, comprehensibility and robustness. Their implementation aims to ensure that people with various disabilities can freely access online shopping and use digital services.
In order to comply with the new regulations, vendors should start their preparations with an accessibility audit, identifying areas in need of change and working with specialists. It will also be necessary to train the team and develop a strategy for long-term compliance maintenance.
In practice, the implementation of EAA means that it is necessary to adjust, among other things:
- Product descriptions and images - introducing alternative text descriptions,
- purchasing processes and forms - simplifying and adapting to users with different needs,
- color contrasts and text readability - improving the visibility of page elements,
- Navigation - the ability to fully operate using the keyboard,
- Customer service channels - providing accessible forms of contact for all users.
- We are making changes to the Shoper software to make it easier for people with different needs to use online stores. We are adapting our solutions to assistive technologies (such as screen readers), improving navigation, contrast and keyboard operation. We want to provide the best possible shopping experience for all users. - says Adrian Slowik, Head of Product Development at Shoper
Consequences of failure to comply with obligations
Failure to comply with the European Accessibility Act can have serious consequences for online retailers. Sellers face financial penalties from regulators, as well as the risk of being restricted from operating in the EU market. In addition, failure to comply with the new regulations can negatively affect brand reputation and undermine customer confidence.
The European Accessibility Act introduces new standards for the digital marketplace. The deadline for implementation of the legislation is June 28, 2025, so e-commerce entrepreneurs should start preparing now for the upcoming changes.
Shoper Group
Shoper Group is a leading provider of e-commerce solutions in Poland that has been shaping the standards of online sales since 2005. The country's most popular SaaS platform, Shoper is a complete technology solution that includes all the necessary tools to launch, run and scale online sales - from an intuitive store builder, to advanced merchandise management features, to tools to increase conversions. The platform is used by well-known brands such as Gym Glamour, WK Dzik, Irving and Doppelherz.
The group consists of four brands: the flagship Shoper platform, Apilo - a multi-channel sales management tool, Sempire - an SEO/SEM agency with an AI and GEO competence center, and Selium - a team of marketplace experts. The organization employs more than 450 specialists in five locations.
Since July 2021, the company has been listed on the Warsaw Stock Exchange and is included in the sWIG80 index, confirming its strong market position. In January 2025, the Group's position was further strengthened through a strategic partnership with cyber_Folks, which took a 49.9% stake in the company. The Group offers a comprehensive ecosystem in the areas of multi-channel sales, logistics, payments and online advertising, and its mission is to automate e-commerce processes, enabling entrepreneurs to focus on business growth. For more information about the company: https:shoper
