94% of large ecom brands fail new EAA compliance

On 28 June 2025, the European Accessibility Act (EAA) officially came into force. It mandates that all websites, mobile apps, and checkout flows must meet WCAG 2.1 Level AA standards. This ensures digital platforms are perceivable, operable, understandable, and robust for users with disabilities.

The key thing is this not merely advisory; it is now a legal requirement, complete with enforcement mechanisms and penalties for non-compliance 😬

What Is the European Accessibility Act?

The EAA applies to any online retailer selling into the European Union, with the exception of micro-enterprises that employ fewer than 10 people or generate less than €2 million in annual turnover.

Key obligations include:

• Ensuring websites and apps are fully accessible

• Providing accessibility statements

• Offering customer support through accessible channels

• Guaranteeing compatibility with assistive technologies

The deadline for compliance was 28 June 2025, and enforcement is now underway.

What the Research Reveals

Despite the clarity of these requirements, recent research reveals a troubling statistic: only 6% of large eCommerce brands are fully compliant with the EAA.

This figure comes from a recent audit of 100 global e-commerce leaders conducted in late June 2025. The audit evaluated compliance against WCAG 2.1 Level AA standards, as well as EAA-specific requirements such as accessibility statements and support services. The results underscore a clear issue - most brands are not ready.

Why Are So Few Brands Compliant?

1. Complexity & Scale

EAA compliance is not a one-off checkbox exercise. It affects every part of the user journey, from navigation and product listings to dynamic interactions and payment processes. Many large retailers rely on complex tech stacks and third-party integrations, which make accessibility updates more challenging.

2. Lack of Awareness or Prioritisation

Some organisations underestimated the scope of work involved. Others delayed structural changes, hoping for last-minute solutions.

3. Limited Resources or Expertise

Achieving compliance with WCAG 2.1 Level AA requires specialised knowledge. Many organisations lack the internal resources or expertise in accessible design, front-end development, and user testing.

The Business Case for Accessibility

Compliance is not just about avoiding fines. There are real commercial and reputational benefits to becoming accessible:

• Market Opportunity: Over 87 million people in Europe live with a disability. The collective spending power of this group and their networks is substantial.

• Better User Experience: Improvements to accessibility often lead to better usability for all users. This includes benefits for SEO, mobile usability, and faster website performance.

• Brand Reputation: Businesses that prioritise inclusion can distinguish themselves in a competitive market, showing a clear commitment to values and social responsibility.

How Brands Can Catch Up

For those not yet compliant, there is still time to act. A structured approach can help brands close the gap:

1. Conduct an Accessibility Audit - Use a mix of automated tools and manual testing, ideally involving users with disabilities.

2. Map Gaps Against Requirements - Assess where current digital products fall short of WCAG 2.1 Level AA and EAA requirements. This includes reviewing accessibility statements, contact methods, and support services.

3. Prioritise High-Impact Pages - Focus first on the most visited and conversion-critical areas, such as the homepage, product listings, and checkout process.

4. Train Internal Teams - Upskill design, development, content, and support teams with accessibility best practices.

5. Implement Incremental Improvements - Adopt a phased approach, rolling out updates in sprints to address issues like colour contrast, keyboard navigation, and screen reader compatibility.

6. Publish a Public Accessibility Statement - Provide a transparent outline of your accessibility status and a method for users to report issues.

7. Commit to Ongoing Monitoring - Set up quarterly audits and continuous testing to ensure long-term compliance and performance.

Final Thoughts

As of 28 June 2025, the legal clock is ticking. Only 6% of major eCommerce brands are currently compliant with the European Accessibility Act. This is not only a legal risk but a missed opportunity. Accessibility is about creating inclusive experiences that serve every customer equally.

Brands that act now will not only avoid penalties but also stand to benefit from broader audiences, improved performance, and a stronger brand reputation. Accessibility is not just a legal obligation; it is good for business.

At Clicky we are busy working with our clients to achieve EAA compliance and have developed a range of tools to keep it in check - speak to one of the team today on 020 7886 8833 and we can get organised.