Barrier-free websites in e-commerce: not (only) a requirement, but an asset!

How e-commerce managers can use the requirements of the Accessibility Improvement Act to increase their sales

The legal requirement of the Accessibility Strengthening Act (BFSG) is mandatory for certain providers of digital services. However, there are a number of reasons to invest in accessibility that go beyond this pure obligation. KPS lists the most important of these below and shows the specific benefits for operators of e-commerce platforms.

What is the Accessibility Act (BFSG)?

When it comes to accessibility, we think of ground-level access to shops, Braille labelling on packaging, lifts to the platform, acoustic signals at pedestrian traffic lights or tactile floor guidance systems on footpaths.

Just as obstacles exist in the real world, so do these barriers in the digital world. These can be font sizes or colour contrasts that make it difficult for people with visual impairments to see information, buttons that are too small and difficult to use for people with motor impairments, or an inadequate structure of an online offering that makes it impossible to use a screen reader that can convert the text of the online offering into speech or Braille.

The provisions of the Accessibility Strengthening Act are intended to reduce these barriers in digital offerings. There is still room for improvement, especially in e-commerce. According to a recent test report by Aktion Mensch, Google and other partners, 80% of the online shops examined do not yet meet the minimum accessibility requirements.

1. BFSG – A legal obligation from June 2025

The Barrier-Free Strengthening Act (BFSG) comes into force in Germany on 28 June 2025, implementing an EU directive, the European Accessibility Act (EAA). This is intended to strengthen the right of people with disabilities to participate in society, including in the digital world. Specifically, the law means that certain products and services must be designed to be barrier-free, in particular websites, mobile apps and online shops.

The obligation applies in particular to all providers of digital services that are aimed at end users, i.e. so-called B2C offers. Non-compliance with the BFSG can be sanctioned. In detail, the BFSG’s accessibility requirements are based on the Web Content Accessibility Guidelines (WCAG), the guidelines for accessible web content. These are an international standard developed by the World Wide Web Consortium (W3C). The WCAG present specific requirements against which existing online services can be tested.

The WCAG conformance levels range from A to AAA. Conformance level A is to be understood as the minimum requirement, level AAA defines the highest requirements, which require a corresponding amount of effort to implement and are not feasible for certain types of content. The BFSG requires compliance with at least level AA of the WCAG guidelines.

In the meantime, version 2.2 of these guidelines has already been published by the W3C.

2. Develop new target groups with accessible websites

At first glance, improving accessibility means making online offers more accessible for a defined target group: people with physical limitations or older people.

In a time when retail margins are shrinking and competitive pressure is high, no company can afford to exclude target groups. Especially since people with disabilities shop online more often (61%) than people without disabilities (51%), as the above-mentioned test report shows.

Improved accessibility therefore means that more people can use and consume my products and services.

3. Brand and image maintenance

The topic of accessibility is not just a legal requirement that I have to comply with as an online shop provider. Rather, the topic of inclusion is becoming increasingly important in society. In addition, not only people with disabilities are affected by barriers, but the reduction of barriers helps many other users in an aging society. Besides, there are restrictions that can affect anyone temporarily, for example if I suddenly can’t use the mouse or keyboard well for a few weeks because of a broken hand.

So why not actively address the issue of accessibility and communicate it openly? And why not ensure accessibility in areas that may not be affected by the BFSG? As a company, I can show that I am fulfilling my social responsibility and improve my image as an employer or that of my products.

4. SEO – improved visibility in search engines

Many of the requirements set out in the WCAG accessibility guidelines are highly technical in nature. In the context of accessibility, a clean structure of the source code and correct mark-up in the HTML description of a website’s content, for example, ensure that screen reader software works properly and can read content to the website visitor in the correct order.

At the same time, these technical requirements are rated positively by search engines. Google’s analysis tool Lighthouse rates websites in the categories of performance, accessibility, best practices, SEO and PWA. The resulting so-called Lighthouse Score indicates how well, for example, accessibility requirements are met.

In short, if a website is easily accessible to humans, then it is also accessible to search engines. Improved visibility of an online shop for a search engine means that it can be found more easily than its competitors. The simple calculation is: more visibility = more visitors = more sales!

5. Improved usability for all users

The previous consideration assumes that a defined target group that was previously excluded will gain access to online services. But a closer look reveals that accessibility actually affects every user. Better accessibility for people with disabilities automatically means better accessibility for everyone else!

Easier access and more customer-friendly usability ultimately result in a better user experience for every visitor to an online shop. And a positive customer experience, in turn, has been shown to lead to a greater likelihood of making a purchase, a better conversion rate and thus to higher sales, for example in an online store. According to Forrester, companies with the best customer experience achieve 5.7 higher sales than the bottom-ranked competitors.

The positive impact of accessible websites on customer experience and sales

There are many reasons for removing barriers in online offers, web shops, service portals, etc. Since every improvement in accessibility has a positive effect, there is no reason to implement only the mandatory programme, as required by the BFSG. Rather, accessibility, usability and customer experience go hand in hand and are the icing on the cake when it comes to implementation!

What do companies have to do now?

A multi-stage process is recommended to take the first steps towards accessibility and to ensure that it is in place in time for 28 June 2025.

1. Tool-based analysis

With the help of tools such as the Google Lighthouse analysis tool or commercial programmes, some of the criteria defined by the WCAG requirements can be tested automatically. Experienced experts can advise on which tool is best suited for which purpose. This lays the foundation for removing barriers, eliminating errors and rectifying structural defects.

It makes sense to use these analysis tools again and again in the further course, in order to maintain a once achieved status.

2. Expert inspection

The aim of the expert inspection is to further improve accessibility. Those criteria that are difficult to check automatically are inspected by specialists by hand using a combination of special software tools and manual tests.

The open points uncovered by the inspection can then be remedied by the company.

3. Usability tests by users

Do the adjustments work in practice? Is the website really accessible? Target group-specific usability tests show whether it is. These involve users with disabilities testing the accessibility of the website directly.

KPS is happy to support you on your journey to accessibility. Use our expertise to analyse your online offering.