We Scanned 500 EU E-commerce Sites: Here's What We Found
Our comprehensive accessibility study reveals the current state of digital accessibility across European online stores. With the EAA deadline just -200 days away, the findings are concerning but actionable.
Executive Summary
Between November 2024 and January 2025, we conducted the most comprehensive accessibility audit of EU e-commerce websites to date. Using automated scanning tools powered by axe-core combined with manual WCAG 2.1 AA testing, we analyzed 500 online stores across 27 EU member states.
The results are alarming: Only 12% of sites would currently pass basic EAA compliance requirements, with an average accessibility score of just 42 out of 100. This means 88% of EU e-commerce businesses face potential fines and legal action when the European Accessibility Act takes effect on June 28, 2025.
However, our data also reveals that most issues are fixable within weeks, not months. The most common violations are relatively simple to address, and businesses that act now still have time to achieve compliance before the deadline.
Study Methodology
What We Tested
- - Homepage accessibility
- - Product listing pages
- - Product detail pages
- - Shopping cart functionality
- - Checkout process (where accessible)
Testing Standards
- - WCAG 2.1 Level AA compliance
- - Automated testing via axe-core
- - Manual keyboard navigation testing
- - Screen reader compatibility checks
- - Color contrast analysis
Top 10 Accessibility Violations
These are the most common WCAG violations we found across the 500 sites tested. The good news? Most of these are straightforward to fix.
Accessibility Scores by Industry
Some industries are better prepared for EAA compliance than others. Books & Media and Electronics lead the way, while Automotive and Fashion lag behind.
| Industry | Sites Tested | Avg. Score | Passing Rate |
|---|---|---|---|
| Fashion & Apparel | 85 | 38/100 | 8% |
| Electronics & Tech | 72 | 51/100 | 18% |
| Home & Garden | 68 | 41/100 | 11% |
| Food & Grocery | 64 | 44/100 | 14% |
| Health & Beauty | 58 | 39/100 | 9% |
| Sports & Outdoor | 53 | 45/100 | 15% |
| Books & Media | 48 | 52/100 | 19% |
| Automotive | 32 | 36/100 | 6% |
| Other | 20 | 43/100 | 12% |
Accessibility by Country
Northern European countries generally score higher on accessibility, likely due to earlier national accessibility legislation and stronger digital accessibility awareness.
Key Findings
The Bad News
- -88% of sites fail basic EAA requirements
- -34% of all issues found were critical severity
- -Only 23% have accessible checkout processes
- -Mobile accessibility is 40% worse than desktop
The Good News
- +70% of issues can be fixed in under 2 weeks
- +Sites using modern platforms score 35% higher
- +Awareness is growing - scores up 15% from 2023
- +Top performers show compliance is achievable
What Top Performers Do Differently
The top 12% of sites that achieved compliance share common characteristics. Here's what separates them from the rest:
Automated Testing in CI/CD Pipeline
Top performers run accessibility tests on every code deployment, catching issues before they reach production.
Dedicated Accessibility Resources
Whether internal expertise or external partners, top sites have dedicated resources for accessibility.
Regular Manual Audits
Quarterly manual testing with real assistive technology users supplements automated testing.
Accessibility-First Design Systems
Component libraries built with accessibility baked in from the start.
Published Accessibility Statement
Clear commitment to accessibility with contact information for feedback.
Where Does Your Site Stand?
Find out your accessibility score and get a detailed report of issues to fix. Our scanner uses the same axe-core technology used in this study.
Get Your Free Accessibility ScoreWhat This Means for Your Business
With only -200 days until the EAA deadline, the findings of this study should serve as a wake-up call for EU e-commerce businesses. The 88% of non-compliant sites face:
- Financial penalties up to 100,000 or 4% of annual revenue
- Legal liability from customer complaints and advocacy groups
- Market exclusion from the 100+ million EU citizens with disabilities
- Reputational damage as accessibility becomes mainstream expectation
However, the data also shows that compliance is achievable. The most common issues are not complex technical challenges, they're oversights that can be fixed with proper attention and the right tools. Businesses that start now can still meet the June 2025 deadline.
Download the Full Report
Get the complete 45-page study with detailed methodology, additional data breakdowns, and industry-specific recommendations.