The European Accessibility Act: What UK E-Commerce Businesses Need to Know
The European Accessibility Act (EAA) is set to bring significant changes to businesses operating in or serving customers within the European Union (EU). With enforcement beginning on 28 June 2025, UK e-commerce businesses must understand how this law impacts them—especially if they sell to EU customers.
In this guide, we’ll break down the key points of the EAA, what it means for UK businesses, and what actions need to be taken before the deadline.
🔑 Key Takeaways (For Those Short on Time)
The European Accessibility Act (EAA) comes into effect on 28 June 2025, requiring businesses to make their digital services accessible.
UK businesses that sell to EU customers online (or have an EU presence) must comply. UK-only businesses are exempt but should still consider accessibility improvements.
EAA requirements include: website and app accessibility, accessible checkout processes, clear product information, and inclusive customer support.
Non-compliance risks: fines, legal action, and lost business opportunities.
What to do now? Audit your website, implement WCAG 2.1 standards, test with real users, and train your team before the deadline.
Read on for a full breakdown of what UK businesses need to do before June 2025!
What is the European Accessibility Act (EAA)?
The European Accessibility Act is an EU directive aimed at improving accessibility for people with disabilities. It establishes common accessibility standards across the EU for products and services, particularly in digital commerce.
The EAA requires businesses to ensure their websites, apps, and digital transactions are accessible to all users, including those with visual, auditory, and cognitive impairments.
You can find the full text of the directive here.
Does the EAA Apply to UK E-Commerce Businesses?
The UK is no longer part of the EU, but the EAA still applies to many UK businesses. Here’s a simple breakdown:
✅ If your UK business sells goods or services to customers in the EU (even online), you must comply with the EAA.
✅ If your UK business has a physical presence in the EU, such as a warehouse or office, you must comply with the EAA.
❌ If your UK business only serves UK customers and has no EU presence, then you are exempt from the EAA.
However, UK businesses that are exempt should still consider improving their website accessibility, as it enhances user experience and could be beneficial if future UK regulations align with the EAA.
What Does the EAA Require for E-Commerce Websites?
If your UK business falls under the EAA, here’s what your e-commerce website must do:
1. Website & App Accessibility
Ensure your website and mobile apps comply with the Web Content Accessibility Guidelines (WCAG) 2.1 at Level AA.
This includes features like screen reader compatibility, keyboard navigation, and alt text for images.
2. Accessible Digital Payments
All payment processes must be designed so people with disabilities can complete transactions independently.
Avoid CAPTCHA-only verification methods that exclude users with visual impairments.
3. Clear Product Information
Ensure product descriptions and pricing are presented in a way that is easily readable and accessible to all users, including those using assistive technologies.
4. Customer Support Accessibility
Customer service channels (e.g. chatbots, helplines) must be accessible, offering alternatives for those with hearing or speech impairments.
5. Compliance with Assistive Technology
Your website should work with assistive tools like screen readers, voice commands, and Braille displays.
For more details, you can refer to the European Commission’s EAA overview here.
What Are the Consequences of Non-Compliance?
Failure to comply with the EAA can result in:
❌ Fines and penalties, which vary by EU country.
❌ Legal action, including potential lawsuits from consumers.
❌ Loss of business opportunities, as EU customers may choose competitors with accessible websites.
What Should UK Businesses Do Before June 2025?
If your e-commerce business needs to comply with the EAA, take these steps now:
✅ Audit Your Website & Apps – Use accessibility evaluation tools like WAVE or Lighthouse (Google Chrome’s built-in tool).
✅ Implement WCAG 2.1 Standards – Work with web developers to meet accessibility requirements.
✅ Test with Real Users – Engage people with disabilities to test your website and apps.
✅ Train Your Team – Educate your staff about digital accessibility.
✅ Monitor Updates – Accessibility standards evolve, so keep up with changes to ensure ongoing compliance.
Final Thoughts
The European Accessibility Act is a major step toward inclusivity in digital commerce. While UK businesses that only serve UK customers are exempt, those selling to EU customers must comply by June 2025.
Making your website accessible isn’t just about compliance—it’s about offering a better user experience and reaching a wider audience. By taking action now, UK businesses can avoid penalties and ensure they remain competitive in the EU market.
For more information, check out the official EU guidance on the EAA here.
