E-Commerce & Retail Hub
Online shops, marketplaces, and digital retail services must ensure every step of the purchase journey — from product discovery through to post-sale support — is accessible under the EAA. The Act covers both the retailer's own interface and any third-party payment gateways embedded within it.
- ›European Accessibility Act (Directive 2019/882)
- ›EN 301 549 v3.2.1
- ›Consumer Rights Directive 2011/83/EU (informing accessibility obligations)
- ›WCAG 2.2 Level AA
- ›EN 301 549 Chapter 9 (Web)
- ›EN 301 549 Chapter 11 (Mobile Software)
- ›ARIA 1.2
Compliance Requirements
Checkout & Payment Flow
The complete transaction lifecycle — basket review, address entry, delivery selection, payment method, order confirmation — must be fully accessible. No step may rely on drag-and-drop alone. CAPTCHA, where used, must offer an audio or logical alternative. Payment card input fields must be autocomplete-compatible (cc-number, cc-exp, cc-csc).
Product Catalogue & Search
Search results must convey state (number of results, active filters) to screen readers via ARIA live regions. Filter panels must be keyboard-operable and not require hover. Product images must carry meaningful alt text describing the product, not just file names. Carousels must pause on focus and expose previous/next controls to assistive technology.
Product Detail Pages
Variant selectors (size, colour, quantity) must be labelled form controls, not purely visual swatches. Colour options must not rely on colour alone — labels or patterns are required. Price reductions must be communicated in text ('Was €120, Now €80') not only via visual strikethrough. Stock status must be programmatically determinable.
Mobile Shopping Apps
Native iOS and Android apps must support platform accessibility APIs. Font scaling must not break layouts at 200% size. Images within the app must carry accessibility labels. Custom components (e.g., swipe-to-add-to-cart) must expose equivalent accessible actions. Push notification content must be available within the app's accessible UI.
Order Tracking & Notifications
Order confirmation emails and SMS notifications must be readable by screen readers. HTML email templates must follow WCAG email accessibility guidelines (semantic headings, alt text, sufficient contrast). Tracking portals embedded via iframe must meet the same WCAG 2.2 AA standard as the main site.
Returns, Complaints & Customer Support
The returns process — whether initiated online, via app, or by telephone — must be accessible. Web-based return forms must follow WCAG success criteria for forms. If live chat or chatbot support is offered, it must be keyboard-navigable and screen-reader-compatible. Telephone support must be available via relay service.
Accessible Account Management
User account areas (saved addresses, order history, wishlists, payment methods) must meet WCAG 2.2 AA. Tables of order history must use proper table markup. Modals for editing addresses or cards must trap focus correctly and return focus to the trigger on close. Destructive actions (delete account) must include an accessible confirmation step.
Practical Steps to Compliance
- 1
Run an automated scan (Axe, Wave, or Lighthouse) across all pages — then validate critical paths manually
- 2
Use a screen reader to complete a full purchase end-to-end on both desktop and mobile
- 3
Audit all product images for meaningful alt text — automate via your CMS where possible
- 4
Test checkout flow with keyboard-only navigation; ensure every input is reachable and operable
- 5
Review third-party widgets (payment gateway, chat, reviews) — you are responsible for what you embed
- 6
Publish an Accessibility Statement on your site footer with a feedback mechanism
- 7
Add accessibility criteria to your procurement checklist for all new digital tools
Exemptions & Proportionate Burden
Microenterprises are exempt. Proportionality applies where remediation would require a fundamental alteration of the service or impose costs exceeding 1–2% of annual revenue (assessed with evidence).
Recommended Tools for This Sector
These AccessibilityRef tools are specifically relevant to your compliance needs. Use them to test, assess, and document your accessibility posture.
E-Commerce Checklist
Sector-specific EAA Annex I §IX checklist — product browsing, cart, checkout, post-purchase, and cookie consent.
Open tool →Alt Text Checker
Scan product pages for missing or poor alt text on product images — the #1 accessibility failure on e-commerce sites.
Open tool →Heading Structure Analyser
Check that product category pages, search results, and product detail pages have logical heading hierarchy.
Open tool →Contrast Checker
Verify sale prices, error messages, and call-to-action buttons meet 4.5:1 contrast ratio.
Open tool →Focus Order Visualiser
Test the full checkout flow with keyboard only — add to cart, enter address, select payment, confirm order.
Open tool →Screen Reader Simulator
Hear how product pages and checkout forms are announced to screen reader users.
Open tool →Readability Checker
Check that product descriptions, T&Cs, and return policies are written at an accessible reading level.
Open tool →Self-Assessment Pipeline
Run a full WCAG 2.2 / EAA self-assessment across your e-commerce platform.
Open tool →Important Legal Disclaimer
This tool is a self-assessment aid only and does not constitute legal advice or a formally certified compliance assessment. Outputs — including reports, scores, checklists, and accessibility statements — are for internal use and should be reviewed by a qualified legal representative or independent accessibility auditor before being relied upon for regulatory, procurement, or public-disclosure purposes. All assessment risk lies with the internal assessor. accessibilityref, its developers, and staff accept zero liability for losses arising from use of or reliance on these outputs. Always verify against official sources: the W3C WCAG 2.2 Recommendation, the European Accessibility Act (Directive 2019/882), and your national enforcement authority.