E-commerce is no longer just about offering a wide array of products or ensuring a seamless checkout experience. Accessibility is increasingly important and continues to be underestimated by many online retailers. Starting on June 28, 2025, this topic will become mandatory for all European online retailers when the German Barrierefreiheitsstärkungsgesetz (BFSG) comes into force, implementing the European Accessibility Act (EAA) into national law. So, what exactly does accessible online retail entail, what are the legal requirements, and how can accessibility drive success for sellers? This article addresses these questions and illustrates how online businesses can benefit from prioritizing accessibility.
What is Accessibility in Online Retail?
Accessibility means that your website or online store is usable by all users, regardless of disabilities. This includes individuals with visual impairments, hearing disabilities, or motor impairments. An accessible website allows these individuals to navigate easily, comprehend information, and complete purchases—ideally as effortlessly as an able-bodied user.
Why Does Accessibility Matter Today?
The importance of accessible e-commerce extends beyond ethical concerns; it is increasingly relevant from a legal standpoint. Since the ratification of the UN Convention on the Rights of Persons with Disabilities (CRPD) in Germany in 2009, specific guidelines for website design have emerged, reinforced by the German Accessible Information Technology Regulation (BITV 2.0) in 2011. With the introduction of the European Accessibility Act (EAA) on June 28, 2025, companies offering products or services in the EU will be mandated to ensure their websites are accessible. This law encompasses not only online shops but also mobile applications and services like internet and video calling, banking services, and e-tickets.
Failure to comply with these laws could result in warnings or fines of up to €100,000. However, more critical is the potential for serious reputational damage and loss of customers. According to a Forbes article, retailers faced losses of up to $828 million during the 2021 holiday season due to inaccessible websites. This highlights the significant financial implications that accessibility barriers can create.
Simple Steps to Accessible E-Commerce
To align with accessibility standards, online retailers can take several straightforward steps. Ensure your website meets the Web Content Accessibility Guidelines (WCAG), which provide a clear framework for creating accessible content. This could involve using clear and descriptive text for links, ensuring proper color contrast, and implementing keyboard navigation.
Another key area to focus on is content structure. Use headings, lists, and other structured formats to help users navigate your content. Additionally, providing alternative text for images enables visually impaired users to understand the context of your visuals, further enhancing accessibility.
Investing in accessibility testing tools or consulting with accessibility experts can also be a wise decision. These measures will help identify areas needing improvement and ensure compliance with legal standards.
Opportunities for Your Online Business
You may question the necessity of prioritizing accessibility. Beyond legal compliance, there are ample reasons why an accessible design can provide a competitive advantage. According to a report by WebAIM, more than one billion people globally experience some form of disability. This demographic represents a significant market segment that, when properly engaged, can lead to increased sales and customer loyalty.
Furthermore, accessible design enhances your search engine optimization (SEO) efforts. Search engines favor user-friendly websites, and improving accessibility aligns with best practices for meeting search engines’ criteria. Improved accessibility can thus increase your visibility in search results, providing benefits that extend beyond compliance.
Accessibility with JTL-Shop
Recognizing the importance of making e-commerce accessible, JTL is taking steps to meet these challenges head-on. The company is actively ensuring that JTL-Shop complies with all requirements outlined in the German BFSG law. With the anticipated release of JTL-Shop 5.5 in March 2025, users will have the capability to set up their online shops in accordance with the BFSG law using the Nova template. Staying updated on these developments is essential for online retailers planning for the future.
Conclusion: Accessibility is Not a “Nice-to-Have”
Accessibility in e-commerce is no longer a trend to overlook. By summer 2025, it will be a legal requirement, with severe consequences for non-compliance. Beyond regulatory obligations, creating an accessible website opens avenues to new customer segments, enhances visibility in search engines, and improves the overall user experience for everyone.
By investing time and resources into accessibility today, online retailers can secure their success for tomorrow. The benefits far outweigh the costs, making a compelling case for prioritizing this often-overlooked aspect of e-commerce.
