As digital commerce grows, accessibility is no longer optional but a legal and ethical imperative. UK businesses selling online, whether domestically or to EU consumers, must understand key accessibility laws to reduce legal risk, increase revenue, and drive long-term growth.

What laws govern e-commerce accessibility?

UK: Equality Act 2010

The UK’s Equality Act 2010 requires all goods and service providers, including private sector businesses, to make reasonable adjustments so that people with disabilities can access their services. This means you must not only avoid discrimination but also proactively ensure your website and digital offerings are accessible to people with a range of disabilities (visual, motor, hearing, cognitive, and learning). While the Act doesn’t specify technical standards, the safest route is to follow the Web Content Accessibility Guidelines (WCAG 2.1) or 2.2 at Level AA. Enforcement falls under the Equality and Human Rights Commission (EHRC), which can investigate complaints 

EU: European Accessibility Act 2025

From June 28, 2025, the European Accessibility Act (EAA) requires any business selling products or services in the EU to make their digital platforms accessible. Importantly, the EAA applies extraterritorially. This means that businesses located in the UK but selling to EU consumers or supplying the EU public and private sectors must comply, even though the EAA is not a UK law. The EAA covers websites, apps, checkout processes, product information, and customer support, and is enforced through fines, sales bans, and other penalties, with requirements centered on WCAG 2.1 Level AA compliance and EU standards like EN 301 549 that covers a range of ICT products and services (ETSI, 2021).

Why accessibility matters

Reduces legal risk

Non-compliance can lead to lawsuits, fines, and bans. For example, Americans with Disabilities Act (ADA) lawsuits in the United States have cost businesses tens of thousands in settlements and legal fees, highlighting the financial risks of inaccessible digital platforms. 

Increases revenue

Accessibility expands your market reach to one in six consumers with accessibility needs (WHO, 2023). Accessible websites see 20% to 30% higher conversion rates and reduced bounce rates. 

Drives growth

Inclusive design builds trust, loyalty, and brand reputation. Consumers increasingly prefer brands that demonstrate social responsibility and inclusivity.

How to comply

Audit your website and apps for accessibility barriers.

Implement WCAG 2.1 Level AA standards that cover readable text, alt text for images, color contrast, keyboard navigation, and screen reader compatibility.

Ensure accessible digital payments and customer support channels.

Train your team and test with real users regularly.

Use an accessibility app to automate fixes, generate compliance documentation, and keep your site or app updated without costly development time.

Accessibility apps empower you to meet and exceed UK and EU requirements quickly and easily. A good accessibility app will support AA and AAA standards, reduce legal risk, and help you unlock new revenue opportunities.