From 28 June 2025, new EU regulations will require all consumer-facing webshops to meet certain accessibility standards. Known as the European Accessibility Act (EAA), the goal is to make online stores easier to use for people with disabilities.

If you sell to consumers in the EU, these requirements technically apply to your store — but don’t worry. ShopWired already supports the technical requirements for compliance, so there’s no need to make changes to your theme.

This article is here to keep you informed and, if you want to go a step further, to share a few optional best practices you can follow to make your store even more accessible.

What is the European Accessibility Act (EAA)?

The European Accessibility Act (EAA) is new legislation from the European Union designed to make everyday products and services more accessible — including online shops. From 28 June 2025, any business selling to consumers within the EU must ensure their website can be used by people with disabilities. 

This includes things like:

• Making sure screen readers can interpret content correctly 
• Ensuring text is easy to read and well contrasted 
• Avoiding features that could cause issues for users with visual, cognitive, or motor impairments

The EAA is based on the Web Content Accessibility Guidelines (WCAG) 2.1 AA — a widely recognized global standard for accessible web design. While these guidelines have existed for many years, the EAA now makes them a legal requirement for online stores selling to EU consumers.

What about small Nordic businesses?

Many small businesses in the Nordics may be classified as micro-enterprises (fewer than 10 employees and less than €2 million in annual turnover). Under the EAA, micro-enterprises are generally exempt from these mandatory requirements.

However, we still recommend following accessibility best practices. Not only does it future-proof your store in case your business grows, but it also improves the shopping experience for everyone.

What ShopWired already covers

ShopWired already supports the technical standards required by the EAA. Our themes and platform features are built with accessibility in mind, following best practices like structured page layouts, labeled form fields, and screen reader compatibility. There’s no need to make changes to your theme — everything is already in place to help your store meet the core requirements.

However, it’s important to remember that while ShopWired provides the technical framework, each merchant is responsible for their own content choices (such as images, text contrast, and alt descriptions).

Tips to make your store even more accessible

Although there’s nothing you need to do to meet the core requirements, here are a few simple best practices that can make your store even more inclusive:

Include an accessibility statement

Even if your business is exempt, including an accessibility statement on your site is good practice. This short page shows that you care about accessibility and gives users a way to contact you if they need help.

An accessibility statement might include:

• A short note that you aim to make your site accessible to all users
• Acknowledgement that some areas may still be improving
• An email address or contact form link for assistance

Use clear colour contrasts

Good colour contrast makes text easier to read for all users. Aim for light text on dark backgrounds or dark text on light backgrounds. Free tools like the WebAIM Contrast Checker can help.

Add alt text to images

Alt text helps screen readers describe images to users who can’t see them. On ShopWired, you can easily add alt text when uploading images to your homepage, product listings, or blog. Just keep it short and descriptive by explaining what’s in the image and any necessary context.

Example alt text:
For a product photo of a green ceramic mug:
“Green ceramic coffee mug on a wooden kitchen counter” 

Avoid keyword stuffing or vague phrases like “image123.jpg”. Alt text helps users and also contributes to SEO, making your images easier to find in Google search.

Be mindful with autoplay banners

Autoplaying banners can be distracting and difficult for some users to navigate. Consider turning autoplay off or using slower transitions.

Use proper heading structure

Headings help structure your content for both users and assistive technologies. Use H1 for the main title, H2 for major sections, and H3 for subsections. Avoid using bold text to mimic headings — screen readers won’t recognize it as proper structure.

In the ShopWired editor, you can easily choose heading levels from the dropdown menu when formatting text.

Helpful tools for checking accessibility

If you want to check your site’s accessibility, here are a few free tools:

• WAVE Accessibility Tool: Visual report of potential issues
• Google Lighthouse: Built-in audit tool in Chrome DevTools
• WebAIM Contrast Checker: Checks your text and background contrast

Final word — Nordic perspective

The European Accessibility Act aims to make websites more inclusive and easier to navigate for everyone. For many Nordic merchants, no immediate changes are needed — especially if you are a micro-enterprise.

However, following accessibility best practices is still recommended as it helps build trust, improve SEO, and support all customers regardless of ability.

We will continue to monitor local requirements in each Nordic country and share updates if anything changes. If you have questions about your store’s accessibility or want to take extra steps, feel free to reach out to our team.

Official EU info on the European Accessibility Act:
https://commission.europa.eu/strategy-and-policy/policies/justice-and-fundamental-rights/disability/union-equality-strategy-rights-persons-disabilities-2021-2030/european-accessibility-act_en