Digital Accessibility in E-Commerce: €100,000 Risk or Million-Euro Opportunity

Retail sectors are hit particularly hard: retail and fashion account for nearly half of all accessibility violations. The consequences are serious: fines of up to €100,000, reputational damage, and—the real harm—customers abandoning purchases before they even reach checkout. Legal action has already been taken against companies in countries like France and Austria. It’s expected that lawsuits and regulatory inspections will surge in Germany too. The reason: EU member states are establishing market surveillance authorities to enforce accessibility requirements—Germany’s opens soon in Magdeburg.

A Wake-Up Call for Commerce

The figures from our recent survey tell a clear story: over 80 per cent of Germans have already abandoned digital processes because a website, app or digital content was not understandable or usable—whether during an online purchase, travel booking or form completion. And this doesn’t just affect older people. Even 62 per cent of 18- to 29-year-olds regularly encounter barriers. The notion that accessibility is a “senior citizen issue” has been clearly debunked.

For retailers, this means: every inaccessible touchpoint costs revenue. Every barrier is an exit button. Accessibility isn’t a social nice-to-have—it’s a tangible performance factor. Put simply: accessibility is conversion.

More Than Compliance: Accessibility as a Performance Driver

Around 107 million Europeans with disabilities represent an untapped target audience with enormous purchasing power. Those who exclude them digitally are leaving potential on the table. Those who reach them, however, gain new customers and strengthen their brand. Accessible shops mean:

• greater reach,
• fewer abandoned purchases,
• better brand perception.

Because digital accessibility doesn’t just create access, it creates trust—and trust converts. The BFSG may be the legal trigger. But the real opportunity lies in the economic impact of digital inclusion.

Five Immediate Measures to Get Started

The good news: getting started is easier than many think. It’s not about perfection from day one, but about taking the first step in the right direction. These five measures create immediately visible improvements:

1. Create Clear Structures

When headings and content are arranged chaotically, people quickly lose their bearings. Clear headings, consistent ordering and simple navigation help everyone. It’s also important that text and interactive content adapt flexibly to the set size and remain fully visible at all times.

2. Pay Attention to High-Contrast Visibility

Light grey text on a white background? Difficult for many to read. Text and buttons must stand out clearly—especially for people with visual impairments.

3. Add Descriptions to Images and Subtitles to Videos

Many website visuals and graphics lack explanatory text in the background. People using screen readers then don’t know what’s being shown. Companies should therefore always add a short, meaningful “alt text“. Videos without subtitles or transcripts are unusable for people with, for example, hearing impairments. Subtitles also help all users when watching videos on the go without sound.

4. Enable Keyboard and Voice Control

Not everyone uses a mouse. Some navigate only with a keyboard or voice control. If buttons or forms can’t be accessed this way, some users remain excluded. All elements should therefore be usable with keyboard navigation or voice control too.

5. Keep Text and Forms Understandable

Digital accessibility isn’t just about technology, but also about content comprehension. Companies should therefore offer their text in plain language to include neurodiverse users and people with reading difficulties. The same applies to forms, which are often very complicated, lack clear labels or fail to provide helpful error messages. They are also usually not optimised for screen reader use. The result: users abandon the process. Simple fields, clear instructions and understandable feedback provide a solution.

These measures aren’t just technical adjustments. They express a customer-focused attitude and signal: every user counts here.

Accessibility Is Not a Project, But a Process

One thing is clear, though: digital accessibility isn’t a one-off but a continuous process—comparable to data protection or IT security. Websites constantly change: new content, updates, product pages, and campaigns. Each change can create new barriers.

Therefore, you should regularly review, train, and optimise. This means firmly integrating accessibility into company processes—from the UX design phase through development to content upload. Specialist providers can offer valuable support here and ensure that accessibility doesn’t become a one-time measure but a brand standard.

Conclusion: Those Who Remove Barriers Open Markets

Let’s be clear, digital accessibility is no longer a moral luxury. It’s an obligation, a competitive factor and a growth lever all at once.

The BFSG is the regulatory trigger. But the real reason to act lies in the business itself: customers who stay rather than abandon. Brands that connect rather than exclude. Online retail is currently experiencing a significant shift. Those who now remove barriers not only strengthen their market position but also actively shape a digital future in which everyone is included. Or to put it briefly: those who remove barriers open markets.