How the European Accessibility Act Creates New Opportunities for E-commerce

April 14, 2025 at 10:00 PM

How the European Accessibility Act Creates New Opportunities for E-commerce

The European Accessibility Act (EAA), effective from June 28, 2025, is a game-changer for businesses operating in the EU. It sets out new rules requiring products and services to be accessible to everyone, including the 87 million people in the EU living with disabilities.

But beyond compliance, the EAA represents a massive growth opportunity. Businesses that prioritize accessibility not only meet legal requirements but also tap into an underserved market eager to engage.

What Is the European Accessibility Act (EAA)?

The EAA aims to remove barriers for people with disabilities by ensuring that products and services such as websites, mobile apps, e-commerce platforms, and payment terminals are accessible. Non-compliance could lead to legal penalties, reputational risks, and missed revenue opportunities.

Key industries impacted include:

• E-commerce and retail
• Banking and payment services
• Transport and communications

The Market Opportunity You’re Missing

Accessibility isn’t just a regulatory mandate; it’s a business opportunity. Consider the following:

• 87 million people in the EU live with disabilities, representing 20% of the population.
• Globally, the disability market (including families and caregivers) represents an annual spending power of €8 trillion.
• 71% of disabled customers leave websites that are not accessible.

Failing to make your e-commerce platform accessible leaves millions of euros in revenue on the table. Businesses that embrace accessibility stand to gain a competitive edge and foster long-term customer loyalty.

Payments: A Key to Accessibility

When it comes to e-commerce, a seamless and accessible checkout process is crucial for customer retention. Here’s how payment systems can make or break accessibility:

1. Accessible Interfaces

Payment forms and checkout pages should support:

• Screen readers for visually impaired users
• Keyboard navigation for users unable to use a mouse
• Voice commands for hands-free interaction

**2. Diverse Payment Options

Offer a range of payment methods to cater to all customer preferences:

• Digital wallets (e.g., PayPal, Apple Pay)
• Buy Now, Pay Later (BNPL) options
• One-click payment solutions

3. Security Without Complexity

Simplify payment authentication with:

• Biometric options (e.g., face ID or fingerprint scanning)
• Adaptive CAPTCHA solutions that don’t exclude disabled users

4. Localized Payment Options Inclusive payment solutions should be customized for specific markets, ensuring that local preferences are supported seamlessly.

Are You or Your Payment Providers Ready?

Preparing for the EAA requires assessing not just your website, but also your payment partners. Here’s a checklist to get started:

Evaluate Your Current Accessibility

• Is your website WCAG 2.1 compliant?
• Are all payment forms and checkout features fully accessible?

Partner with Inclusive Payment Providers

Ask your payment providers the following questions:

• Can they offer accessible payment interfaces and authentication options?
• Do they support localized payment methods for your target markets?
• Are they prepared for future updates to accessibility requirements?

Test and Iterate

• Conduct accessibility audits regularly, involving real users with disabilities.
• Optimize payment flows based on insights from usability testing.

The Bottom Line

The European Accessibility Act isn’t just about compliance; it’s about unlocking growth in an underserved market worth trillions of euros. By prioritizing accessibility, businesses can create inclusive experiences, boost conversions, and future-proof their e-commerce platforms.

Read more: European Commission’s EAA.