Online store accessibility: requirements and implementation

One customer can see a product but cannot select a variant. Another cannot reach the payment button with a keyboard. These barriers matter to retailers because they can prevent a purchase even when the product and price fit. Accessibility work should therefore test recognisable real-life tasks.

Which online stores fall under the BFSG?

Germany’s BFSG covers, among other things, digital services provided with a view to concluding a consumer contract. An online store may be covered even when its goods are not themselves products covered by the BFSG. A general company website, however, does not automatically become a covered online store simply because it lists a telephone number.

There is a service exemption for microenterprises: fewer than ten employees and either annual turnover of no more than €2 million or an annual balance sheet total of no more than €2 million. Product obligations must be considered separately. Scope should be clarified specifically for exclusively business customers or cross-border offers. An individual assessment is useful for determining the legal position of your business model.

What should a store accessibility audit cover?

• Navigation: use search, categories, filters and menus without a mouse.
• Product information: understandable text, appropriate image descriptions and clearly identifiable variants.
• Display: readable contrast, zoom and usable layouts on small screens.
• Forms: clear labels, understandable errors and a clear way to correct them.
• Ordering: complete the basket, login, guest checkout and payment steps.
• Additional features: check cookie choices, chat, reviews and integrated services.

This selection helps prioritise the work; it does not limit the audit to checkout. The German Federal Accessibility Centre notes that requirements can in principle apply to the entire affected website or app.

Are a testing tool and an overlay enough?

Automated tools find certain errors quickly, but cannot assess every aspect of accessibility. The W3C emphasises the need for human evaluation. Combine technical tests with keyboard use, screen reader checks and concrete tasks. Record the affected page, its state and the steps that reproduce each issue.

An extra settings menu for font size or contrast does not automatically repair a mislabelled button or an unusable selection field. Judge a solution by whether the relevant task works afterwards. The number of assistance features installed is not sufficient evidence.

How can you organise implementation in an ecommerce platform?

For Shopify, PrestaShop and Shopware, distinguish between the theme, extensions and your own content. Responsibility differs in each case. A faulty form in a payment module needs a different fix from an unsuitable image description. Record responsibility directly in the audit report.

Start with barriers that prevent whole groups of users from placing an order. Retest the fixes and include the most important purchase flows in your acceptance checks for updates. This keeps accessibility part of ongoing maintenance.

What should the documentation provide?

Clearly document audit scope, barriers found, corrective measures and unresolved issues. Required accessibility information must reflect the actual service. A statement alone removes no barriers and provides no blanket protection against legal claims.

sjmedia GmbH supports technical assessment and implementation in existing stores. When improving the customer journey, we examine the same practical steps: finding a product, understanding whether it fits and completing an order.