In Germany, the Accessibility Strengthening Act (BFSG) will go into effect on 28 June 2025. Among other things, this law requires e-commerce companies to make their websites accessible based on clear specifications. While many businesses are familiar with accessibility in physical spaces – for example, in the form of ramps or elevators for wheelchair users – it’s equally important in digital spaces. Online accessibility ensures equal and non-discriminatory participation for people with disabilities and limitations, as well as the elderly.

In this article, businesses can learn about the importance of accessibility in e-commerce, how to make an online store accessible for customers, the benefits of accessibility, which legal requirements will apply to companies, and more.

What’s in this article?

• What is accessibility?
  
• Why is accessibility important in e-commerce?
  
• What will change for online shops as of 28 June 2025?
  
• What legal requirements and deadlines apply to e-commerce companies?
  
• What steps can e-commerce companies take to ensure accessibility?
  
• What are the benefits of accessibility for e-commerce companies and their customers?
  
• How do online shops make payments accessible for customers?
  

What is accessibility?

Accessibility refers to the design of environments so that they are available and usable by all people. The goal is to be inclusive, removing barriers that prevent people with disabilities from participating fully and equally in society. Accessibility can be applied to – among other things – physical places, services, products, means of communication, and information.

Why is accessibility important in ecommerce?

Accessibility is becoming increasingly important in e-commerce to make digital offerings available to everyone, regardless of their individual abilities or limitations. Companies that do business online should design their platforms so that they can be used by all people, including those with cognitive, visual, or motor impairments.

Online shops have the potential to improve accessibility for a significant number of people. According to the organisation Aktion Mensch, there were 13.04 million people with impairments living in Germany as of 2021, as well as 10.6 million people with recognised disabilities, and 7.8 million people with recognised severe disabilities.

A 2024 report from Aktion Mensch in cooperation with BITV-Consult, Google, and the Pfennigparade Foundation revealed how significant the need for increased accessibility is. The report examined 71 online shops in Germany for digital accessibility and found that only 21% of those analysed were accessible. The most common barrier was a lack of keyboard accessibility: 56 of the sites required the use of a mouse. In addition, there was often a lack of contrast, cumbersome navigation, and banners that obscured the main content of the sites making them difficult for people with disabilities to close. The study’s conclusion is sobering: despite a growing number of people with disabilities – due in part to an aging population – lack of accessibility persists online.

What will change for online shops as of 28 June 2025?

On 28 June 2025, important changes to accessibility will take effect under the European Accessibility Act (EAA) and Germany’s BFSG. These laws are highly relevant for online shops, as they are intended to make it easier for people with disabilities to access digital products and services. Here are the most important changes that online businesses need to know.

• Design and navigation: Online stores must be designed to be accessible for people with disabilities. This includes clear menus and navigation, clear contrast and font sizes, and support for screen readers.
  
• Multimedia content: Videos and other multimedia content must have captions, audio descriptions, or alternative descriptions so that they can be used by people with hearing or visual impairments.
  
• Orders and payments: The entire checkout process, from ordering to paying, must be easy and accessible for people with disabilities. For example, forms and input fields must be clearly labelled and compatible with assistive technology.
  
• Feedback function: Users must have an easy way to point out barriers or make suggestions for improvement to a shop’s website. This could be an accessible contact form or a dedicated feedback button.
  
• Mobile accessibility: To enable access via smartphones and tablets, businesses must offer an accessible app and mobile version of its site.
  

What legal requirements and deadlines apply to e-commerce companies?

Starting on 28 June 2025, ecommerce companies will be legally required to make their sites accessible, which introduces a promising opportunity for businesses looking to reach new audiences. Here are the requirements and deadlines for implementing these changes.

BGG and BITV 2.0

The Disability Equality Act (BGG), which came into effect in May 2002, regulates accessibility for public authorities in Germany. It also contains general principles for companies to follow. The Barrier-Free Information Technology Ordinance (BITV 2.0) supplements the BGG. It applies to websites and publicly accessible internet offerings of public authorities. In accordance with BITV 2.0, all federal websites and mobile applications should be accessible. BITV 2.0 can serve as a reference for e-commerce companies to implement accessibility in the digital environment. It has been in effect since 2011 and was last updated in 2023.

EAA

The European Accessibility Act is an EU-wide directive that requires companies in the EU to provide accessible digital products and services. The EAA was adopted in 2019 to create uniform accessibility standards across Europe. The goal of this standardisation is to remove market barriers for companies offering their products and services across borders, and for the customers seeking those products and services.

The EAA covers a wide range of areas in which accessibility should be promoted, including banking services, online shops, computers and operating systems, and telecommunication services. Businesses providing such products and services must ensure that they are designed to be accessible. EU member states must implement the EAA into national law by 28 June 2025.

BFSG

The Accessibility Strengthening Act is the national implementation of the EAA in Germany. Like the EAA, it will take effect on 28 June 2025, with a period of five years for companies to implement its standards. The BFSG lists several specific products that must be accessible when the law goes into effect. These include smartphones, tablets, laptops, computers, routers, e-book readers, televisions with internet access, ATMs, and ticket machines.

The law also lists services that must be accessible by 2025. These include financial services, telephone and messenger services, passenger transport services, and e-books. The BFSG is also the main law for the accessibility of online shops and their digital offerings. To ensure correct implementation, the Federal Ministry of Labor and Social Affairs has drawn up Guidelines for the Application of the Accessibility Strengthening Act.

What steps can e-commerce companies take to ensure accessibility?

E-commerce companies can ensure accessibility according to the BFSG through various technical and design efforts. They should refer to the Web Content Accessibility Guidelines 2.0 (WCAG), which were established in 2008 and set standards for the design of accessible websites. The four principles of accessible design the WCAG established include: usability, comprehensibility, perceptibility, and robustness. The WCAG is constantly updated and the current version is WCAG 2.2.

Below are specific areas online shops can focus their accessibility efforts.

Navigation

The website must be fully operable from the keyboard, meaning without the additional use of a mouse. This is a prerequisite for people with motor disabilities to be able to use the site. In addition, the site should have a clear and logical structure. This means clearly structured menus with subcategories and intuitive navigation paths. The goal should always be to ensure that people with cognitive impairments can find their way around the site quickly and easily.

Informative labels

Informative headings and labels are also important for accessible navigation. They should always correctly identify the associated content and be distinguishable. This helps people with disabilities navigate the site and find content quickly. Clear, informative labels are also helpful for people with reading difficulties or limited short-term memory.

Contrast and readability

For people with visual impairments, it is important that there is sufficient colour contrast between any text and a website’s background. These individuals also need the flexibility to increase the size of the text without losing information or limiting functionality.

Responsive design

Online shops must be accessible on different devices and screen sizes. Responsive design ensures that the page structure is flexible and remains easy to use, even on small screens.

Alternative access to multimedia content

A website’s visual and auditory content must be accessible for people with visual and hearing impairments. Examples of making multimedia content accessible include providing captioning for videos, audio descriptions of images, and transcriptions of audio content.

Accessible forms and payment processes

Forms in online stores need to be easy to fill out. This requires clear labelling of input fields that can be read by screen readers. E-commerce companies should also ensure that the checkout process, including ordering and payment, is easy for people with disabilities to understand.

Restriction of animated content

Many websites and online shops use animated content such as product carousels that start automatically but cannot be paused. This can be a challenge for people with disabilities. Therefore, there should always be an option to pause or hide flashing or otherwise animated content.

Error messages and user guidance

If errors occur when the user is filling out forms or during the ordering process, clear and detailed error messages should be displayed. These messages must also be accessible for people with visual or hearing impairments (e.g., via a text display for screen readers).

Testing with assistive technologies

It is a good idea to regularly test websites and applications with a variety of assistive technologies, such as screen readers, speech recognition software, and screen magnification devices. These tests can help companies ensure that their online offerings can be used by people with disabilities. It is also possible to have third-party accessibility testing done to help identify and correct any deficiencies.

Feedback function

Online stores should include an easy way to provide feedback on the accessibility of the website. This allows people with disabilities to point out problems, which can ideally be resolved quickly.

What are the benefits of accessibility for e-commerce companies and their customers?

The implementation of accessibility in online shops offers several advantages for both the companies themselves and their customers.

Benefits for e-commerce companies

• Increased security: Compliance with legal requirements regarding accessibility minimises the risk of legal consequences such as fines or lawsuits.
  
• Increased customer satisfaction: An accessible website is often more user-friendly for all customers. Clear navigation, easy-to-read texts and intuitive user interfaces contribute to overall customer satisfaction.
  
• Expanded target group: By offering accessible services, companies can reach a larger group of customers, including people with disabilities, older people, and people with temporary limitations. This can increase sales.
  
• Competitive advantage: Accessibility can serve as a competitive differentiator. Companies that offer inclusive solutions stand out from the crowd and can benefit from an improved image. In addition, an active commitment to inclusion can increase brand loyalty: Customers may feel more connected to a brand when it is socially responsible.
  

Benefits for customers

• Accessibility: Customers can use products and services regardless of their abilities or limitations. This means that people with disabilities are no longer excluded from certain products, services and offers.
  
• Equality: Accessibility enables people with disabilities to participate equally in the digital world. This can have many positive effects, such as improving quality of life and increasing self-esteem.
  
• Increased independence: Accessible e-commerce options allow people with disabilities to be more independent. This gives them more independence in selecting and purchasing products.
  
• Promoting diversity and inclusion: Accessibility supports social inclusion and promotes a positive image of diversity in society.
  

Benefits of accessibility in online shops

How do online shops make payments accessible for customers?

The checkout process happens when a customer completes a purchase in an online store. It typically includes reviewing a shopping cart, entering shipping and payment information, and confirming a purchase. An accessible payment process in an online store is important to ensure that all individuals – including the elderly and people with disabilities – can shop with ease. To do this, e-commerce companies must meet specific requirements.

Optimisation of the user interface

The site’s page structure should be designed intuitively so that individuals can easily navigate the different steps of the payment process. The payment page itself should have a clean, minimalist design with contrasting colours. The goal is to minimise distractions so that customers can focus on the order process. Companies can use ready-made payment forms for this. Stripe Checkout, for instance, offers a clear form that can be easily integrated into a website. It’s also possible to redirect customers to a page hosted by Stripe. Payments or subscriptions can be accepted there easily and securely.

Responsive design

The payment process should be equally accessible and work well on smartphones, tablets, laptops, and PCs. To accomplish this, websites need a responsive design, such as those offered by Stripe Payments (e.g., Checkout or Elements). A responsive design can ensure the payment process works quickly and easily for customers on all devices.

Clear labels and instructions

All input fields must be clearly labelled so that users immediately know what information is required. An auto-fill option or real-time card validation – both of which are offered as part of Stripe Payments – can be helpful, as they can prevent or correct errors. Online shops should also provide help text and contextual explanations, which can help users enter the required information correctly. Error messages should be clear and easy to understand, as well.

Keyboard accessibility

All elements of the payment process, including buttons, input fields, and navigation, must be fully keyboard accessible. Users should be able to complete the entire process without using a mouse.

Variety of payment options

Online shops should offer multiple payment options to meet the different needs of their customers. For example, Stripe Checkout supports 30 languages, more than 135 currencies, and over 100 payment methods.