Digital commerce has become the backbone of modern shopping across Europe. From browsing deals to ordering groceries online, consumers today rely on eCommerce platforms to access essential services. But for millions of people with disabilities, the digital shopping experience remains riddled with barriers. Now, with the European Accessibility Act (EAA) in action and the EN 301 549 setting the accessibility standard, retailers in Europe—especially supermarkets—must act swiftly or face legal consequences.
In July 2025, France witnessed its first wave of digital accessibility lawsuits targeting major retail players, signaling the beginning of legal enforcement across the continent. This blog explores the recent developments, legal frameworks, and what eCommerce retailers must do to comply with European accessibility regulations.
The Legal Turning Point: First EU Web Accessibility Lawsuits Begin
On July 7, 2025, a major development rocked the French retail sector. Two prominent disability rights organizations—ApiDV and Droit Pluriel, both representing people with visual impairments—formally issued legal notices to several large French supermarkets and retailers. These notices were backed by Intérêt à Agir, a legal collective focused on upholding public interest and fundamental rights.
After a call for public testimonies, four major supermarket retailers were identified for their lack of digital accessibility:
- Auchan – Website and mobile app
- Carrefour – Website
- E. Leclerc – Website
- Picard Surgelés – Website and mobile app
The charge? Digital discrimination. These companies’ online grocery platforms were found to be inaccessible for people who are blind or visually impaired, violating the fundamental rights of over 12 million people affected by digital accessibility issues in France alone.
The organizations have given the retailers until September 1, 2025 to make their websites and apps accessible. If not, legal action will be initiated, marking a critical turning point in the enforcement of accessibility laws under European directives.
What Is the European Accessibility Act (EAA)?
The European Accessibility Act is a groundbreaking EU directive adopted in 2019 to harmonize accessibility requirements across the EU. It aims to ensure that digital and physical products and services are accessible to people with disabilities, particularly in essential sectors like banking, transport, eBooks, consumer terminals, and eCommerce.
Key EAA Timeline for Retailers:
- By June 28, 2025, private sector companies must ensure that their products and services meet accessibility requirements.
- The law applies to eCommerce platforms, supermarkets, retailers, and public-facing services offering essential digital interaction.
- Non-compliance could result in fines, legal action, and reputational damage.
Check out European Accessibility Act Compliance: A Comprehensive Guide for Businesses
EN 301 549: The Technical Standard Behind EAA
To help organizations implement the EAA, the European Telecommunications Standards Institute (ETSI) developed the EN 301 549 standard. This is the technical specification for digital accessibility compliance in the EU.
EN 301 549 is aligned with the WCAG 2.1 Level AA standards, meaning websites and apps must:
- Provide text alternatives for non-text content (images, buttons)
- Ensure keyboard accessibility
- Be navigable using assistive technologies like screen readers
- Maintain sufficient contrast, logical structure, and readable content
Retailers and supermarkets operating in Europe must audit their eCommerce platforms, mobile apps, kiosks, and digital receipts to ensure full compliance.
Why Retailers Must Prioritize Accessibility Now?
1. The Risk of Legal Action is Real
The legal notices in France are not isolated cases. They reflect a broader shift in Europe where consumer rights and digital equality are now legally protected. The fact that leading supermarket brands—household names—are facing public scrutiny for inaccessibility sets a precedent.
2. Exclusion Is Discrimination
Failing to provide accessible digital services amounts to discrimination under both European law and local anti-discrimination acts. For millions of people with disabilities, an inaccessible eCommerce website means they can’t order groceries, manage payments, or navigate product choices independently.
3. Market Opportunity: Inclusion Drives Revenue
In Europe, over 87 million people live with some form of disability – European Commission. Making digital platforms accessible not only prevents legal risk but expands your customer base. Inclusive design ensures that older adults, people with temporary impairments, and neurodiverse users can engage with your brand.
What Retailers Can Do to Meet European Accessibility Requirements?
Here’s a practical roadmap for eCommerce and supermarket retailers operating in the EU:
- Audit Your Digital Products and Solutions: Start with an accessibility audit of your websites, mobile apps, customer portals, and self-service terminals. Use both manual testing and automated tools to evaluate against WCAG 2.1 and EN 301 549.
- Involve People with Disabilities: Accessibility is best tested by the people who use assistive technologies. User testing with screen reader users, keyboard-only navigators, and other disabled users provides real-world feedback that automated tools miss.
- Train Teams on Accessibility: From marketing to development to customer service, all departments must understand accessibility principles. Regular training helps shift accessibility from a compliance checkbox to a core brand value.
- Work with Accessibility Experts: If your in-house capabilities are limited, partner with a digital accessibility vendor who understands EAA, EN 301 549, and retail UX. Offshore vendors can provide cost-effective, high-quality services if they follow international standards.
The Cost of Inaccessibility
Besides legal risk, inaccessibility costs retailers in several ways:
- Lost revenue from customers unable to complete transactions
- Negative PR and public backlash
- Low SEO performance, as accessibility also impacts search ranking
- Poor customer experience, leading to low retention
On the flip side, accessible websites improve usability for everyone, including people on mobile devices, with slower internet connections, or temporary impairments.
Accessibility Is Not Charity—It’s Smart Business
While this legal action is in France, the implications extend across all EU member states. The EAA applies uniformly, and each country has its enforcement agency. Retailers with operations across Europe must take a pan-European accessibility approach.
It’s important to reframe accessibility not as a compliance burden but as a core business strategy. When eCommerce is inclusive, everyone wins:
- People with disabilities gain independence and dignity.
- Retailers build brand loyalty, grow market share, and reduce legal exposure.
- Society becomes more equitable and inclusive.
As the European Accessibility Act is in force, retailers, especially supermarkets and eCommerce giants, must act decisively.
Final Thoughts: A Call to Action
The recent lawsuits in France are just the beginning. For retailers and eCommerce businesses operating across Europe, accessibility is no longer optional. The combination of public demand, legal obligation, and business advantage makes accessibility a strategic imperative.
Now is the time to audit your platforms, fix accessibility barriers, and embrace inclusive design.
At BarrierBreak, we combine the insight and empathy of human experts with the speed and scale of automation and AI-powered technology. This powerful blend ensures your digital experiences are not only compliant with the European Accessibility Act, EN 301 549, and WCAG —but also genuinely inclusive and usable for all.
Whether you're a retailer, supermarket, or eCommerce platform preparing to comply with the European Accessibility Act, our team is here to help you take action with confidence. Write to us at sales@barrierbreak.com to know how we can support you.