Is Your Webshop Ready for the EU Rules? Get pensopay’s Checklist

On 28 June 2025, the EU’s new accessibility rules will take effect. This is your last chance to make sure your website meets the requirements. Download pensopay’s checklist: 4 key principles for an accessible website.

What Is Web Accessibility – and Why Does It Matter?

It’s not just about avoiding penalties – an accessible webshop offers a better experience for every user.

Web accessibility is about making sure your website is usable by everyone, regardless of their abilities. That includes people with visual, auditory, motor, or cognitive impairments. In short, it’s about creating an inclusive digital experience.

The European Accessibility Act (EAA), which comes into force on 28 June 2025, sets clear requirements for your online sales platforms – including websites, mobile apps, and e-commerce functionality. This isn’t just a “nice to have” – it’s a legal obligation.

From the enforcement date, consumers and interest groups will be able to file complaints if your site doesn’t comply – which could lead to sanctions. But beyond the legal risks, there are some strong business cases for making accessibility a priority:

• Expand your customer base: Removing barriers opens your webshop to a larger audience – including the many users with disabilities, as well as the growing number of older users who shop online.
  
  
• Boost your SEO: Google favours accessible websites. Improvements that enhance accessibility (such as proper HTML for screen readers or optimized keyboard navigation) often improve SEO rankings and increase organic traffic.
  
  
• Build customer loyalty: When users experience a site that works for them, it builds trust and loyalty. A smooth, frustration-free journey leads to repeat purchases.
  
  
• Strengthen your brand: Showing that you care about inclusion strengthens your brand image and helps you stand out from the competition.

pensopay's Checklist: 4 Essentials for an Accessible Website

To help you navigate the new requirements, accessibility can be broken down into four key principles. Use this checklist to evaluate your webshop. These principles are based on the internationally recognized Web Content Accessibility Guidelines (WCAG), which the EAA is built upon.

1. Perceivable: Clear and Visible for All
Imagine experiencing your website through someone else’s eyes. Is everything visible and easy to read?

• Color contrast: Ensure enough contrast between text and background – essential for users with visual impairments.
• Layout and readability: A clean, uncluttered design is crucial. Avoid overwhelming elements.
• Zoom support: Try enlarging the text to 200%. Does the site still work properly, or do elements overlap or get cut off?

2. Understandable: Language and Navigation Should Be Crystal Clear
Does your website communicate effectively with all users?

• Plain language: Avoid jargon or overly complex wording. Use language that’s easy to understand.
• Text-to-speech support: Offer a way for users to have text read aloud – a huge benefit for people with reading difficulties or visual impairments.
• Avoid unnecessary English terms: If your site is in Danish, reduce the use of English where a clear Danish alternative exists.

3. Operable: Fully Functional Without a Mouse
Can users navigate your site using only a keyboard?

• Keyboard navigation: Every feature – from dismissing cookie banners to adding products to the cart – should be accessible using a keyboard. Include visible focus indicators so users always know where they are on the page.
• Animations and videos: If auto-playing content exists, it should start without sound. Users must be able to start audio manually and – importantly – pause it. This ensures control and avoids triggering sensory overload or seizures.

4. Robust: Compatible with Assistive Technologies
Is your website built to work across all devices and tools?

• Valid HTML and semantic structure: Make sure your HTML code is error-free and uses proper semantic elements (like <header>, <nav>, <main>, <footer> instead of just <div>s). This ensures compatibility with screen readers and other assistive technologies.
  
  

You can learn more about accessibility in e-commerce via the Danish Safety Technology Authority.

Tool: Check Your Website’s Accessibility

Google Lighthouse is a free tool from Google that checks your site’s performance, SEO – and accessibility. A score of 90–100 in accessibility signals a well-optimized, inclusive website.

Test your webshop now with Google Lighthouse.

At pensopay, we’re here to give you the best foundation for running a successful webshop. We hope our checklist helps – and if not, we’ve gathered even more information about the new EU regulations.

Best of luck with optimizing your site!

Team pensopay.

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