By 28 June 2025, e-commerce businesses in the EU will be required to meet digital accessibility standards under the European Accessibility Act (EAA). For many, this feels like just another compliance hurdle. But businesses that take a closer look will realise accessibility isn’t just a legal checkbox—it’s an untapped commercial opportunity. In this blog, we’ll consider the implications for webshops and have a look at some leading Dutch webshops.
Digital accessibility, often mistaken for a niche concern, is actually a powerful driver of growth, customer loyalty, and brand reputation. It improves user experience for all shoppers, aligns with SEO best practices, and makes websites more resilient to future regulations. Those who invest in accessibility now will gain a competitive edge, while those who delay risk losing customers and facing legal repercussions.
Accessibility Is More Than Compliance—It’s Smart Business
Accessibility is often framed as a moral responsibility—a way to ensure people with disabilities can access digital services. While that’s undeniably important, it overlooks a more immediate business reality: accessibility expands your market reach and increases conversions.
- The numbers are staggering: Over 87 million Europeans live with disabilities, and in the UK alone, the “Purple Pound” (the spending power of disabled consumers) is worth £274 billion per year.
- Accessibility benefits all users: Many accessibility features, such as clear navigation, readable content, and intuitive checkout flows, enhance usability for every shopper—including those without disabilities.
- SEO and performance gains: Google rewards accessible websites with higher search rankings, as accessibility improvements often lead to better structure, faster load times, and more user-friendly interfaces.
When businesses make their websites easier to use for everyone, they see reduced cart abandonment rates, increased time spent on site, and stronger brand loyalty.
The Real Cost of Ignoring Accessibility
Despite the clear business case, accessibility is often an afterthought. A 2024 study revealed that none of the 300 largest Dutch e-commerce sites fully comply with accessibility standards. This puts them at risk of:
- Legal fines and lawsuits – Non-compliance could lead to regulatory action.
- Reputation damage – Negative press about accessibility failures can harm consumer trust.
- Lost revenue – If customers struggle to complete a purchase, they simply go elsewhere.
Accessibility failures don’t just affect users with disabilities. Research shows that 82% of all consumers have encountered a website so frustrating to use that they abandoned it. Poor contrast, hard-to-read text, and confusing layouts push customers away—regardless of their abilities.
Why Some Brands Are Getting It Right
Forward-thinking companies understand that accessibility isn’t just about avoiding penalties—it’s a long-term investment in customer experience.
Take Bol.com, one of the Netherlands’ largest e-commerce platforms. Rather than treating accessibility as an isolated project, they integrated it into their entire design and development process. They conducted user testing with individuals who rely on assistive technology, ensuring that real-world experiences guided their improvements. This approach not only improved accessibility but also streamlined navigation and boosted conversions for all users.
Another example is Jumbo, a major grocery retailer. Their team prioritised accessibility in their design system, ensuring that every digital interaction—from browsing products to checkout—met high usability standards. By embedding accessibility into their workflows early on, they avoided expensive retrofitting and future-proofed their platform against evolving regulations.
These brands aren’t making their websites accessible out of obligation. They do it because it makes business sense.
A Roadmap to Accessibility Success
For businesses wondering where to start, the key is to approach accessibility as a core component of UX and growth strategy, not just compliance. Here’s how:
1. Audit Your Website’s Accessibility
Start with an accessibility review. Use tools like Google Lighthouse or WAVE to identify major issues, and run real-user tests to spot barriers that automated checks might miss.
2. Fix the Biggest Pain Points First
Not all accessibility issues are equal. Prioritise high-impact problems such as:
- Poor contrast that makes reading difficult.
- Unlabeled buttons that confuse screen reader users.
- Checkout processes that require a mouse, making them inaccessible to keyboard-only users.
3. Optimise Checkout and Payment Pages
Studies show that overcomplicated checkout processes are a leading cause of cart abandonment. Improve accessibility by:
- Using clear, high-contrast payment buttons.
- Offering multiple payment options, including accessible digital wallets.
- Allowing users to complete purchases without forced account creation.
4. Train Teams and Embed Accessibility in Design
Accessibility is not a one-time fix—it’s a mindset shift. Train UX designers, developers, and content creators on best practices so that accessibility becomes second nature.
5. Test with Real Users, Not Just Automated Tools
The best way to ensure accessibility is to test with people who rely on assistive technology. Conduct usability studies with individuals who use screen readers, keyboard navigation, and other assistive devices.
The Competitive Edge of Early Adoption
E-commerce is evolving, and accessibility is quickly becoming a non-negotiable standard. Businesses that embrace accessibility today will:
✔ Expand their customer base by catering to more users.
✔ Boost conversions through better usability.
✔ Strengthen their SEO and brand reputation.
✔ Stay ahead of legal requirements, avoiding rushed, costly compliance fixes.
Digital accessibility is not just the right thing to do—it’s a strategic advantage. The question is no longer if businesses should invest in accessibility, but how quickly they can get there.
For companies looking to future-proof their success, the smartest move they can make today is making their websites accessible to all.
