E-commerce accessibility is no longer simply a nice-to-have. It's a legal, financial, and ethical imperative. If you run an online business in the US or sell to consumers in the UK or EU, understanding and complying with digital accessibility laws can protect your brand, expand your audience, and future-proof your operations.

This quick guide breaks down key accessibility regulations impacting US-based e-commerce businesses and offers actionable tips to stay compliant.

Why accessibility laws matter for online retailers

One in six people globally lives with a disability (WHO, 2023), and 71% of them leave websites they find difficult to navigate (The Click-Away Pound Report, 2019). For US retailers, digital inclusion isn’t just about doing the right thing. It’s about avoiding lawsuits, increasing conversions, and building a trustworthy brand.

Key accessibility laws to know

Americans with Disabilities Act

The Americans with Disabilities Act (ADA) prohibits discrimination against people with disabilities. Courts increasingly interpret this to include websites, especially those offering goods and services. According to Retail Touchpoints, ADA-related lawsuits have surged, with settlement costs for retail brands typically ranging from $5,000 to $20,000 and more complex cases exceeding this figure. 

Web Content Accessibility Guidelines

While not a law, the Web Content Accessibility Guidelines (WCAG 2.1) is the global standard used to measure compliance. WCAG 2.1 Level AA is widely accepted as the baseline. These guidelines cover everything from color contrast to screen reader compatibility.

European Accessibility Act

If your online business sells to customers in the EU, the European Accessibility Act (EAA), which came into effect on June 28, 2025, applies. It mandates that e-commerce websites and apps must be accessible to users with disabilities. Non-compliance could block market access or result in penalties. 

UK Equality Act 2010

The UK Equality Act 2010 requires businesses serving the UK market to make reasonable adjustments for accessibility, both online and offline. It aligns closely with WCAG standards.

How to stay compliant

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 legal requirements quickly and easily. A good accessibility app will support AA and AAA standards, reduce legal risk, and help you unlock new revenue opportunities.