The European Accessibility Act (EAA) is a significant step in making goods and services more accessible to everyone, including individuals with disabilities. This legislation will profoundly impact the eCommerce sector, ensuring that digital shopping platforms are accessible to a broader audience. Additionally, it has far-reaching implications for global companies operating in European markets. By mandating accessibility across all digital platforms, the EAA compels local and international businesses to adapt, promoting a more inclusive, intuitive, and user-friendly shopping experience worldwide.
Here's how the EAA will reshape the online shopping experience both within the European regions and globally.
The European Accessibility Act (EAA) represents the European Commission’s strategy to address the issue of marginalization, aiming to create a more balanced environment. It’s a comprehensive piece of legislation designed to improve the accessibility of products and services for people with disabilities. This Act covers many areas, including eCommerce, requiring businesses to adapt their digital platforms to meet accessibility standards. The goal is to ensure that everyone has equal access to information, products, and services offered online.
In essence, the European Accessibility Act is a landmark piece of legislation that holds the promise of a more inclusive society. Its impact is far-reaching, offering benefits not only to individuals with disabilities but also to older people, those with temporary impairments, and, indeed, the broader community. By removing barriers and promoting accessibility, the EAA is a significant step forward in recognizing the rights and dignity of all individuals, ensuring that everyone has equal access to the opportunities that modern society offers.
Most people never think twice about using their phones or computers. But for the 135 million marginalized individuals living with disabilities in the European regions, what others take for granted is a daily struggle. They are often left behind, struggling to access the very tools and services that should make things more efficient for them and bring everyone closer.
eCommerce, at its core, was meant to close the gap between a bad shopping experience and a better one. However, according to Forbes, 65% of consumers with a disability felt their purchasing choices were limited due to accessibility issues, with 43% abandoning online or in-person shopping due to bad design and other accessibility-related failures.
Moreover, individuals with disabilities shop online twice as often as the general population. A survey reveals that 24% make digital purchases weekly, and 3% shop online daily. When it comes to their online shopping preferences, accessibility ranks highest, followed by product variety and price. In fact, 36% mentioned they would opt for a website that may not offer the lowest prices but provides better accessibility. Many others need help finalizing a purchase, with some even giving up on the transaction entirely.
And when faced with the need to abandon a transaction, people with disabilities are not silent. The same survey cites:
However, regrettably, these attempts to seek support and feedback are frequently brushed aside, remaining unheard, unanswered, and unresolved.
What the eCommerce sector overlooks is this crucial fact: disabled people worldwide wield a massive spending power. In the UK alone, individuals with disabilities contribute to an annual spending of £270 billion. On a global scale, the disabled community is believed to have a disposable income of $8 trillion a year, $13 trillion, including their friends and family. These statistics should motivate companies to comply with the EAA, enhancing their eCommerce websites, and embracing the movement towards accessibility.
Ignoring this demographic isn't just a missed opportunity; it's a costly mistake. Although specific fines for non-compliance are not set in stone, businesses still face potential financial penalties. More than that, failing to cater to this significant market segment means sidelining a vast group of potential customers and neglecting a robust market eager for inclusion.
The EAA is designed to support the estimated 80 million people in the European regions with some form of disability. These individuals often encounter obstacles in accessing products and services that many take for granted. From difficulties in using public transport to challenges in accessing digital platforms and services, the EAA seeks to make accessibility a standard, not an afterthought. This legislation mandates that services and products, including smartphones, computers, eBooks, and eCommerce platforms, are accessible to everyone, ensuring that people with disabilities can enjoy the same level of access.
Beyond individuals with physical disabilities, the EAA also extends its benefits to those with sensory impairments, such as the deaf and hard of hearing, as well as individuals with visual impairments. For these groups, the Act means improved access to digital content, with requirements for subtitles, sign language, and audio descriptions becoming more commonplace. This opens up a world of information and entertainment that was previously less accessible, fostering a more inclusive society where information is available to all.
Elderly individuals stand to gain significantly from the EAA as well. As the population ages, a greater number of people will experience reduced mobility, vision, and hearing. In Germany alone, 44% of the overall population is above 50 years old. The accessibility requirements introduced by the EAA will make it easier for people to maintain their independence and continue to participate fully in society, from shopping online to accessing public services.
Moreover, the EAA extends its advantages to those with mental and learning difficulties, including ADHD and low literacy levels, as well as those with situational disabilities like an immobilized arm or temporary vision loss. Each encounters distinct obstacles in their daily activities and accessing information, highlighting the critical need for inclusive design and practices that accommodate a broad range of needs and spectrum.
Scheduled to be implemented on June 28, 2025, the EAA provides businesses with a generous timeline to refine their operations, guaranteeing that their platforms become fully accessible to everyone. This deliberate pace facilitates a smooth transition, allowing for the step-by-step introduction of required adjustments. It ensures that every involved party has the opportunity to adequately prepare and adapt their services and products without the need to hasten through the process.
This systematic approach is critical to preserving the integrity and effectiveness of the accessibility improvements. It underscores a commitment to inclusivity, ensuring when the EAA comes into force, it brings about meaningful and well-integrated enhancements that benefit all users, particularly those with disabilities, thereby fostering a more inclusive digital environment.
For eCommerce businesses, the EAA presents the following advantages:
Ensuring accessibility across all digital platforms, be it a comprehensive website, a simple landing page, or an online storefront, presents a significant challenge for businesses. It will not happen overnight. It demands the allocation of resources aimed at achieving compliance and, importantly, safeguarding the future viability of the business.
At the very least, businesses should think about investing in solutions that enable the following:
Furthermore, organizations need to focus on technical aspects and actively pursue accessibility by taking the following steps: