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Why accessibility is important
Accessibility means that people with disabilities have unrestricted access to digital services such as websites and online stores. This includes, for example
- Navigable structures and intuitive user guidance
- Text alternatives for images
- Subtitles for videos
- Clear and understandable link texts (e.g. "To product overview" instead of "Click here")
The latest results of a joint study by Aktion Mensch and Google reveal an alarming reality: only a fifth of German online stores are currently designed to be accessible . In particular, insufficient keyboard operability is the most common hurdle. This means that a large number of people who rely on alternative input methods have difficulties using these stores without any problems. Accessibility in online retail is not only an imperative for inclusion, but also a key factor for competitiveness in an increasingly digital world.
Background to the Accessibility Improvement Act
The Barrierefreiheitsstärkungsgesetz (BFSG) transposes the EU directive of the European Accessibility Act (EAA) into national law, creating uniform accessibility standards across Europe . The requirements are based on the European standard EN 301 549, which is largely based on the international "Web Content Accessibility Guidelines" (WCAG). If you are not sure whether your company needs to take action, please contact your legal advisor.
Companies should act promptly
"The BFSG and the associated ordinance (BFSGV) place extensive requirements on the products and services concerned. These relate not only to actual implementation, but also to compliance with documentation and information obligations. Against this backdrop, the issue should be addressed promptly by the companies concerned."
You can find out more about the legal background on the Fieldfisher blog: To the article "Barrier-free access to products and services"
Quote from Silke Goschler and Dr. Susanne Weckbach
Fieldfisher is an international law firm with five offices in Germany
Shopware and accessibility
Shopware is specially developed for the European market and therefore places great emphasis on meeting the required accessibility criteria on the system side. With the upcoming legal requirements that will apply from June 2025, Shopware is a solid choice for companies looking for a reliable and accessible store system. As a certified Shopware agency, we implement accessible store solutions.
Important accessibility measures for your online store
Online stores must ensure that both the front end (customer interface) and the back end (administration interface) are accessible. For example, your store should be operable without a mouse .
The necessary measures include
- Clean HTML: Essential for compatibility with assistive technologies such as screen readers, speech recognition software and screen magnifiers.
- Color contrasts and responsive design: CSS adjustments and a flexible design ensure that content is usable without colors and remains legible even when enlarged.
- Simple language: Adaptation of texts, terms and conditions and other important content to make them easy to understand.
- Barrier-free ordering processes: From product selection to order confirmation, every step must be accessible to all users.
- Accessible customer service: Easy contact options for everyone, whether by phone, e-mail or chat.
Tip
Although accessibility is not yet an official ranking factor in search engines, it can indirectly improve the ranking. It significantly improves the user-friendliness of the website: Consistent and concise anchor texts, complete alternative texts for images and clear navigation not only improve the user experience, but are also rated positively by search engines such as Google for precisely this reason.
Making product information accessible
All information on products and services offered online must be made accessible in an accessible form. This includes details such as product descriptions, prices, shipping information and terms of use.
Feedback and continuous improvement
Online stores should integrate feedback mechanisms that allow users to provide information on accessibility. This feedback should be regularly reviewed and used for optimization.
Do you need support with the implementation of your accessible online store? As an experienced e-commerce agency , we will be happy to support you.
To whom does the BFSG not apply?
The BFSG does not apply to private or purely commercial (B2B) offers or to small businesses with fewer than ten employees or an annual turnover of no more than two million euros. To be on the safe side, speak to your legal advisor to clarify whether your company is affected by the changes.
Tip
An accessible website also offers numerous advantages for companies that are not obliged to do so and should therefore be considered for new projects. Content management systems such as TYPO3 can also be made accessible and thus enable more people to access your digital offerings.
Conclusion on accessible e-commerce solutions
June 28, 2025 marks an important milestone for digital accessibility in Germany. Companies should act now to make their online stores future-proof and accessible for all users. You can already take measures today to make your store or company website accessible. This includes clear and consistent labeling of buttons and anchor texts as well as adding meaningful alternative texts to all images used.
A barrier-free store system with atlantis dx!
Use the possibilities that your store system offers you to implement these requirements effectively. We will be happy to support you! Simply contact us for a non-binding initial consultation. We look forward to hearing from you.
FAQ on accessible online stores
The new regulations mainly affect online stores that sell their products or services directly to end consumers (B2C). Small businesses that employ fewer than ten people or have an annual turnover of less than two million euros can be exempt from these requirements under certain conditions. To be on the safe side, check with your legal advisor whether your company is affected by the changes.
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