Digital accessibility in e-commerce: from legal obligation to strategic advantage
Agata Korczyk
Why digital accessibility is a pillar of e-business today
In 2025, digital accessibility is no longer seen as "good practice." It has become a strategic component of modern and responsible e-commerce.
Every online store, platform or app today should be designed so that everyone, including people with special needs, can use them with full autonomy and comfort - whether they are shopping or looking for product information.This is no longer just a matter of ethics or reputation. It's a real factor affecting sales, SEO and customer satisfaction.
EAA directive - a new reality for e-commerce
As of June 28, 2025, the European Accessibility Act (EAA Directive) - Directive (EU) 2019/882, which obliges digital entrepreneurs to ensure the accessibility of online services and products[1] - takes effect across the European Union.
This means that e-commerce, subscription platforms, marketplaces and mobile apps must meet certain accessibility requirements - so that any user can use them freely.
In Poland, the EAA Directive supplements the existing Digital Accessibility Act, extending its reach to the private sector - to this end, another Act, the so-called Polish Accessibility Act, came into force at the end of June this year, which directly covers e-commerce. Violation of these regulations today is not only a matter of legal compliance, but also a risk of consumer complaints, inspections and, above all, loss of reputation and some customers. What's more, a company can be fined up to 10% of its annual turnover for non-compliance.
Therefore, in 2025, responsible and modern brands are no longer asking "whether to implement accessibility?" but "how to do it well and effectively?"
WCAG 2.2 - the latest accessibility standard
In October 2023. W3C published a new version of the guidelines: WCAG 2.2[2]. This is the current international standard on which accessibility assessment of websites and applications is based.
WCAG 2.2 introduces nine new success criteria - including those for larger interactive elements, better focus visibility, consistent help or secure authentication.
In doing so, it maintains full backward compatibility with versions 2.1 and 2.0.
For companies, this means that compliance with WCAG 2.2 not only meets the requirements of the law, but also builds business resilience to future regulatory changes (including in EN 301 549, which is in the process of being updated to WCAG 2.2[3] and with which compliance is required by the Polish Accessibility Act, among others).
The benefits of digital accessibility: real effects for e-tailers
Digital accessibility translates into tangible business benefits. You don't always see them immediately, but in the long run they are the ones that determine competitive advantage.
- Better user experience (UX)
Pages with a clear structure and logical interface record higher user engagement and lower rejection rates. UX analyses indicate that improving readability and navigation can lead to up to a tens of percent increase in session time. - Fewer errors in the shopping process
Well-designed and described forms and understandable and accessible error messages reduce the number of abandoned shopping carts. - Higher customer satisfaction and loyalty
E-stores that are accessible to everyone, especially those with special needs such as seniors, build stronger relationships with customers. In NPS (Net Promoter Score) surveys, users are more likely to say they want to return to brands that provide them with full, seamless access. - Better SEO and ad campaign results
Google and other search engines give preference to technologically friendly and semantically correct sites. Accessibility also affects the effectiveness of campaigns - because messages are clearer and CTAs are more visible and accessible to everyone.
Knowledge and practice - the key to successful implementation
Understanding and implementing accessibility is a process: it requires technical, design and organizational expertise. The responsibility for accessibility in a company does not rest solely with individuals, but should be part of the common strategy and daily practice of the entire organization. That's why it's so important that companies benefit from the support of experts who combine business expertise with implementation practice.
One of the most important programs supporting e-commerce in this area is the "EAA Directive" . - a free training and consulting program entirely funded by the European Union, aimed at companies operating online and providing online services. The company receives a training package of up to 180 hours of consulting with experts in law, accessibility, e-commerce, UX, or service design, among others.
Recruitment and implementation for the free program is led by experts from Concordia Design Consulting - a team of business practitioners with 14 years of experience in implementing accessibility and strategic projects.
Who is the Concordia Design Consulting team?
Concordia Design Consulting is a team that has been combining knowledge of design, innovation and business for years.
They are not only consultants, but first and foremost practitioners who every day help companies develop products, services and strategies based on the values of accessibility, sustainability and technology.
In recent years:
- have trained more than 1,500 people on accessibility as part of the "Accessible Design" program (2021-2023),
- have completed 2,300 processes for 3,800 clients - from strategy and services to ESG and AI projects,
- They run the Concordia Design Accelerator, connecting startups with mentors, investors and business partners.
This experience makes Concordia's team well versed in understanding the challenges of e-commerce companies - both regulatory and UX, marketing and conversion.
In the "EAA Directive" program, their role is not only to recruit participants, but also to provide individual advice and practical implementation support.
Accessibility as part of digital maturity
Implementing accessibility does not end with an audit or a declaration of compliance with legal requirements. It's a process of organizational development that includes work culture, communications, service design, customer service, marketing efforts and, most importantly, changing the way we think about customer experience and needs.
Companies that consciously implement accessibility principles (in accordance with WCAG 2.2 and EAA) become more flexible, innovative and resilient to market changes.
In 2025, digital accessibility is no longer a trend, but a measure of digital maturity and corporate social responsibility.
Brands that understood this earlier are gaining an advantage today - in performance, image and customer relations.
Summary
Digital accessibility is not just a legal requirement, but an investment in the development and future of e-commerce.
At a time when the EAA Directive is already in effect across the European Union and the WCAG 2.2 standard is setting new boundaries for the quality of the digital experience, every company operating online should ask itself:
"Is my store accessible to all customers?"
If not - it's a good idea to start taking action today.
Experienced experts from Concordia Design Consulting, who, as part of the "EAA Directive" program, support Polish e-commerce in its transition to the level of modern, inclusive and fully accessible online sales.
Footnotes
[1] European Accessibility Act - Directive (EU) 2019/882, comes into force June 28, 2025, AccessibleEU
[2] W3C - Web Content Accessibility Guidelines 2.2 (2023), w3.org
[3] Level Access - European Accessibility Act and EN 301 549 Update (2025), levelaccess.com
