BFSG E-Commerce: Avoid Fines with an Accessible Online Store

On June 28, 2025, the Accessibility Strengthening Act (BFSG) will come into force in Germany – marking a major turning point for digital accessibility in e-commerce. For online store operators, this means it’s time to take action. But accessibility is more than a legal obligation: it’s an opportunity to reach new audiences, improve user experience, and boost SEO.

What does digital accessibility mean?

Digital accessibility ensures that websites and digital services are usable for people with various disabilities – including visual, hearing, motor, or cognitive impairments.
This includes compatibility with screen readers, clear navigation via keyboard, readable content, high-contrast visuals, and simplified language. Even people with age-related limitations benefit from these measures.

Who is affected by the BFSG?

The law applies to companies that:

• have more than 10 employees, and

• generate more than €2 million in annual revenue or balance sheet total,
  and offer digital products or services for end customers – such as online stores, banks, telecom companies, or streaming providers.

Small businesses below these thresholds are partially exempt from the rules, especially when offering purely digital services. However, physical products with digital interfaces (e.g. e-book readers or ticket machines) are still covered by the law, regardless of company size.

What requirements must be met?

The BFSG follows recognized technical standards – especially the Web Content Accessibility Guidelines (WCAG) and EN 301 549, a European accessibility norm.
Key requirements include:

• Keyboard navigation without using a mouse

• Text alternatives for all images and visual content

• Clear content structure with logical headings

• Subtitles and audio descriptions for video/audio

• High color contrast and scalable fonts

• Simple language and accessible form design

How to make your online store accessible

1. Start with an accessibility audit

Use tools like accessibility checkers to identify weak spots in your online store. Create a clear overview: which pages need work?

2. Implement technical improvements

• Ensure full keyboard functionality for navigation

• Add alt text to all images

• Improve contrast, font size, and layout

• Use clear HTML structure and semantic tags

3. Write accessible content

Accessibility isn’t just technical. Avoid jargon, keep language simple, and break down long sentences. For video and audio content, offer subtitles or transcripts.

4. Adapt internal processes & train your team

Accessibility is a team effort. Editors, designers, and developers should be regularly trained to ensure new content and features are created with accessibility in mind.

What are the consequences of non-compliance?

Failing to comply with the BFSG can lead to significant fines of up to €100,000. There’s also a risk of legal warnings, reputation damage, or even sales bans for non-compliant products and services.
Proper documentation and continuous monitoring are essential to avoid penalties.

Why it pays off to act now

An accessible online store brings more than legal security – it delivers real business benefits:

• Competitive edge: Reach a wider audience, including older users and people with disabilities

• Better user experience: Accessible websites benefit everyone

• Improved SEO: Clean code and structured content help boost search rankings

• Brand value: Inclusion builds trust and strengthens your image

To-do checklist for online shop owners

1. Legal check: Does your business fall under the BFSG?

2. Run an audit: Identify technical and content-related issues

3. Make improvements: Optimize design, functionality, and language

4. Document actions: Keep a record of all changes

5. Train your team: Empower editors and developers

6. Stay consistent: Make accessibility part of your regular workflow

Conclusion:
Digital accessibility is no longer optional. It’s a legal requirement – and a strategic advantage. Those who act now not only ensure compliance but gain long-term benefits for SEO, usability, and customer loyalty.