European Accessibility Act (EAA) for online stores: what small shops need to know

Updated 2026-10-18

The European Accessibility Act (Directive (EU) 2019/882, usually called the EAA) is an EU law that sets accessibility requirements for certain products and services. Its requirements have applied since 28 June 2025, and e-commerce services are one of the services it covers. If you sell online to consumers in the EU, it's worth understanding where you stand.

This guide is general information, not legal advice. Laws and deadlines change; check the official sources linked below or ask a lawyer about your situation.

Does the EAA apply to my store?

The EAA covers "e-commerce services": services provided at a distance, through websites and mobile apps, at a consumer's request, to conclude a consumer contract. In practice that means online stores selling to consumers in the EU. Each EU country wrote the directive into its own national law and has its own enforcement authority, so details such as penalties vary by country.

Key points for small sellers:

Microenterprises providing services are exempt. A microenterprise has fewer than 10 employees and an annual turnover or annual balance sheet total of no more than EUR 2 million. If your store fits both tests, the service requirements don't apply to your online store (regulators still encourage accessibility).
The microenterprise exemption is for services. If you also manufacture or import products covered by the EAA (for example e-readers or payment terminals), product rules can still apply.
Businesses outside the EU that sell to EU consumers can be in scope too, because the law covers services offered to consumers in the Union.
There is a "disproportionate burden" exception, but it must be assessed and documented, and it isn't a blanket opt-out.

What does "accessible" mean in practice?

The EAA describes requirements in functional terms: information must be perceivable, operable, understandable and robust, which are the same four principles as WCAG. The European standard EN 301 549 is widely used as the practical benchmark, and its web requirements are based on WCAG 2.1 Level AA. For an online store that means things like:

Product images have meaningful text alternatives.
Text and prices have enough colour contrast.
Every button, link and form field (search, variant pickers, quantity, newsletter, checkout) has a clear accessible name.
The whole buying journey works with a keyboard alone.
Pages zoom to 200% without breaking, and pinch-zoom isn't disabled on mobile.
Payment, login and security steps are accessible too.

E-commerce services also have a specific requirement to pass on accessibility information about the products you sell when the manufacturer or supplier has provided it.

The accessibility statement

Service providers must explain how their service meets the accessibility requirements, typically in an accessibility statement on the website (or in the terms). A simple page describing the standard you aim for, known limitations, and how customers can contact you about barriers is a sensible start.

A practical checklist for a small store

Work out whether you're a microenterprise (headcount and turnover/balance sheet).
Even if exempt, fix the quick wins: they help customers and sales.
Run an automated scan of your home, collection, product and cart pages to find common failures.
Do a 15-minute keyboard test: can you choose a variant, add to cart and reach checkout with Tab and Enter?
Update your theme and apps; many accessibility fixes ship in updates.
Publish an accessibility statement with a contact method.
Re-test after each theme change, new app or redesign.

What automated tools can and can't do

Automated scanners such as axe-core reliably catch issues like missing alt text, low contrast and unlabeled controls. They can't tell whether your alt text is meaningful or whether a pop-up traps keyboard focus, so pair any scan with manual checks. Be wary of anyone promising instant "compliance" from a plug-in: in 2025 the US Federal Trade Commission ordered overlay vendor accessiBe to pay $1 million over such claims.

Check your store in 2 minutes

Run our free in-browser check on any page of your store, or get the full $39 report: every automated issue on 5 key pages, with step-by-step fixes for Shopify and WooCommerce.

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FAQ

When did the European Accessibility Act start applying?

Its requirements have applied since 28 June 2025.

Is my small online store exempt from the EAA?

Microenterprises providing services are exempt: fewer than 10 employees and annual turnover or balance sheet total of no more than EUR 2 million. Check your national rules and both tests.

Which standard should my store follow for the EAA?

EN 301 549, whose web requirements are based on WCAG 2.1 Level AA, is the common practical benchmark.

Does the EAA apply to stores outside the EU?

It covers services offered to consumers in the EU, so non-EU sellers targeting EU consumers can be in scope.