E-Commerce Accessibility Requirements Under the EAA

E-Commerce and the European Accessibility Act

E-commerce is one of the sectors most directly affected by the European Accessibility Act (EAA). The directive explicitly includes "services related to e-commerce" in its scope, meaning every online store serving EU customers must meet accessibility requirements. With e-commerce sales in Europe exceeding €700 billion annually, and approximately 87 million EU citizens living with a disability, the business case for accessible online shopping is as strong as the legal requirement.

What the EAA Requires for E-Commerce

The EAA requires e-commerce services to be accessible in accordance with the harmonised European standard EN 301 549, which references WCAG 2.1 Level AA. For online stores, this means every aspect of the shopping experience must be accessible:

• Product browsing and search
• Product pages with descriptions and images
• Shopping cart and checkout process
• Payment processing
• Account creation and management
• Order tracking and confirmation
• Customer support (chat, contact forms)
• Marketing emails and notifications

Key Accessibility Requirements for Online Stores

Product Images

Product images are central to e-commerce, and they present a significant accessibility challenge:

• Alt text for all product images: Every product image must have descriptive alt text that conveys what the image shows. For a clothing store, this means describing the garment's style, color, and key features.
• Multiple views: If you offer multiple product views, each image needs its own descriptive alt text.
• Zoom functionality: Image zoom features must be keyboard accessible and work with screen magnification tools.
• Image galleries: Product image carousels must be navigable via keyboard with proper ARIA labels.

Product Descriptions

• Structured content: Use proper headings, lists, and paragraphs to structure product information.
• Color references: Do not rely solely on color swatches to convey color options. Include text color names alongside visual swatches.
• Size charts: Size charts must use accessible tables with proper headers. Do not use images of tables.
• Specifications: Technical specifications should use definition lists or accessible tables, not plain text formatted visually.

Search and Filtering

• Accessible search: The search field must have a visible label and be keyboard accessible. Search results should be announced to screen readers.
• Filters: Category filters, price sliders, and sorting controls must be fully keyboard operable. When filters are applied, the change in results should be communicated to assistive technologies.
• Autocomplete: Search autocomplete suggestions must be navigable via keyboard and announced by screen readers.

Shopping Cart

• Cart updates: When items are added to the cart, provide a clear confirmation that is communicated to screen readers (using ARIA live regions).
• Quantity changes: Quantity controls must be keyboard accessible with clear labels.
• Remove items: The remove button must have a clear accessible label indicating which product it removes.
• Cart summary: Present order totals, shipping costs, and discounts in a structured, accessible format.

Checkout Process

The checkout process is critical — it is where conversions happen and where accessibility failures have the most impact:

• Form fields: Every field must have a visible, programmatically associated label. Group related fields (e.g., billing address) with fieldset and legend elements.
• Error handling: Error messages must be specific, associated with the relevant field, and announced to screen readers. Do not just use color to indicate errors.
• Progress indication: If the checkout has multiple steps, provide a clear progress indicator that works for screen readers.
• Payment forms: Payment card fields, whether native or embedded (like Stripe Elements), must be accessible. Test thoroughly with keyboard and screen readers.
• Review before submission: Provide a clear order review step where users can verify all details before submitting. This is also a WCAG 3.3.4 requirement for financial transactions.

User Accounts

• Registration: Account creation forms must be fully accessible, including CAPTCHA alternatives.
• Login: Login forms must be labeled and keyboard accessible. Password visibility toggles need accessible labels.
• Account management: Order history, address management, and preference settings must all be accessible.

Common E-Commerce Accessibility Failures

Based on our audits of hundreds of e-commerce sites, these are the most common failures:

1. Product images without alt text: The most common issue, especially on sites with large catalogs
2. Inaccessible product filters: Custom-built filters that do not work with keyboards
3. Color-only size/color selection: Selecting product variants using only visual cues
4. Checkout form errors: Error messages that are not associated with their fields or not announced to screen readers
5. Inaccessible payment widgets: Third-party payment forms that are not keyboard accessible
6. Modal dialogs: Quick view modals, cookie consent popups, and size guides that trap keyboard focus or are not announced to screen readers
7. Auto-playing video: Product videos that play automatically without controls
8. Infinite scroll: Product listing pages that use infinite scroll without a keyboard-accessible alternative

E-Commerce Platform Considerations

If you use a hosted e-commerce platform, your accessibility options may be influenced by the platform:

• Shopify: Generally good accessibility in recent themes. The Dawn theme is accessibility-focused. Third-party themes vary widely.
• WooCommerce: Depends heavily on your WordPress theme. Use an Accessibility Ready theme and test thoroughly.
• Magento/Adobe Commerce: Requires significant attention to accessibility, especially in custom themes.
• PrestaShop: Accessibility varies by theme. Manual review and fixes are typically needed.

Auditing Your E-Commerce Site

E-commerce sites require thorough accessibility auditing because of their complex user flows. Use EAAPass to run a comprehensive automated audit across your product pages, category pages, cart, and checkout. The automated scan will identify the majority of detectable issues, giving you a clear starting point for remediation.

For a complete e-commerce audit, we recommend testing these specific user flows manually after the automated scan:

1. Search for a product and apply filters
2. Navigate to a product page and select options
3. Add a product to the cart
4. Complete the entire checkout process
5. Create an account and view order history

Make Your Online Store Accessible

An accessible online store is not just a legal requirement — it is a competitive advantage. By ensuring all customers can shop on your site, you increase your market reach and improve the shopping experience for everyone. Start with a free EAAPass audit and discover what your online store needs to become fully accessible.