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Link: https://www.jtl-software.de/blog/loesungen-von-jtl/barrierefreier-ecommerce
E-commerce is no longer just about offering a wide range of products or ensuring a smooth checkout process. Accessibility is becoming increasingly important and is still underestimated by many online retailers. This topic will become relevant for every European online retailer starting from 28 June 2025, when the German Barrierefreiheitsstärkungsgesetz (BFSG) will come into force, transposing the European Accessibility Act (EAA) into national law. But what exactly is accessible online retail, what legal requirements are there, and which opportunities does accessibility create for you as a seller? This article will give you an overview and show you how your business can benefit from accessibility.
What is accessibility in online retail?
Accessibility means that your website or online shop is accessible to all users, regardless of whether they have a disability or not. This applies, for example, to people with visual impairments, hearing impairments or motor impairments. They must be able to navigate through your website, understand information, and make purchases – ideally as easily as people without disabilities.
Why does accessibility matter today?
Accessible e-commerce is not only an ethical issue but is also becoming increasingly relevant from a legal point of view. Since the ratification of the UN Convention on the Rights of Persons with Disabilities (CRPD) in Germany in 2009 and the German Accessible Information Technology Regulation (BITV 2.0) of 2011, there have been specific guidelines for website design. Moreover, the European Accessibility Act (EAA) will come into effect on 28 June 2025. Companies that offer products or services in the EU are therefore obliged to make their website accessible.
The EAA not only applies to online shops but also to mobile applications and services such as internet and video calling, banking services or e-tickets. Online retailers who do not meet these requirements not only risk warnings and fines of up to 100,000 euros, but also significant reputational damage and loss of customers.
Simple steps to accessible e-commerce
In order to meet the requirements, there are several steps you can take:
- Ensure keyboard accessibility: Many people with motor impairments navigate websites using the keyboard exclusively. You should therefore check if users can navigate your website using the keyboard only. Limited keyboard accessibility is one of the most common reasons websites are considered inaccessible.
- Make forms accessible: Forms are a critical point in e-commerce. Whether creating a user account or going through the checkout process – all form fields must be clearly labelled and readable by screen readers.
- Adjust multimedia content: Videos and images are an integral part of many online shops. Ensure that all multimedia content has either subtitles, audio descriptions or detailed alternative texts. This allows people with visual or hearing impairments to fully understand your content.
- Use accessibility tools: There are numerous browser plug-ins and tools that you can use to check the accessibility of your website, e. g. Lighthouse (in the Chrome DevTools) or the WAVE tool by WebAIM. These tools show you where you still need to improve the accessibility and how you can optimise your online shop.
Opportunities for your online business
You may be wondering: Why should I concern myself with accessibility? In addition to the legal requirements, there are other great reasons why accessible design can give you a clear competitive advantage.
- Larger target audience: There are around 10.4 million people with disabilities living in Germany, according to a report by the German government exploring the participation of people with disabilities in Germany (Dritter Teilhabebericht der Bundesregierung). Many of them encounter barriers online and are unable to use certain websites. By making your online shop accessible, you can attract an entirely new customer group.
- Improved search engine optimisation (SEO): Accessibility and SEO often go hand in hand. The adjustments you make to ensure accessibility of your website – such as clear structuring, well-labelled images, or semantically correct HTML – also help search engines to make your content more comprehensive. This can improve rankings in the search results.
- Innovation and improved user experience: Many changes that help improve accessibility have a positive impact on the overall user experience. Websites that are well-structured, easy to navigate, and usable by all kinds of users provide a better user experience for everyone – not just people with disabilities.
- The curb-cut effect: The so-called “curb-cut effect” describes the phenomenon of a measure originally being developed for a certain group but ultimately benefiting everyone. A classic example is dropped kerbs, which were originally intended for people with wheelchairs, but are now also used by parents with prams or people with bikes. In the same way, accessible web design can provide a more pleasant and efficient experience for all users.
Accessibility with JTL-Shop
JTL is committed to making e-commerce accessible to everyone. To this end, the company is actively working to ensure that JTL-Shop complies with all requirements outlined in the German BFSG law for accessibility. With the release of JTL-Shop 5.5, users will be able to set up their online shops in compliance with the BFSG using the Nova template. The release of JTL-Shop 5.5 is anticipated for March 2025. Updates can be received by signing up for JTL’s newsletter.
Conclusion: Accessibility is not a “nice-to-have”
Accessibility in e-commerce is not a trend you can ignore. It will become legally binding by summer 2025 at the latest, and the consequences for non-compliance can be severe. The accessible design of your website also offers you the opportunity to tap into new target groups, improve your visibility in search engines and optimise the user experience for everyone.
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Sources and further links:
(FAQ for the BFSG law in German) www.bundesfachstelle-barrierefreiheit.de/faq-bfsg
(Report on the situation of people with disabilities in Austria in Austrian German) Bericht der Bundesregierung über die Lage der Menschen mit Behinderungen in Österreich 2016
(Report on the situation of people with disabilities in Germany in German) Dritter Teilhabebricht der Bundesregierung über die Lebenslagen von Menschen mit Beeinträchtigungen
EN 301 549 V3.2.1 (2021-03) Accessibility requirements for ICT products and services
https://webaim.org/projects/million
(German Accessible Information Technology Regulation (BITV 2.0) in German) Barrierefreie-Informationstechnik-Verordnung vom 12. September 2011
(Swiss Accessibility Standards in Swiss German) https://www.ech.ch/de/ech/ech-0059/3.0
(Forbes article on accessibility of websites in English) https://www.forbes.com/sites/gusalexiou/2021/12/19/retailers-to-lose-828-million-of-sales-over-christmas-due-to-inaccessible-websites/?sh=7f5b94a835b5
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