ACM: majority of large online stores are not accessible for customers with disabilities
Summary
- A check conducted by ACM shows that 61 percent of the largest Dutch online stores are not digitally accessible.
- This means that the website is designed in such a way that, for example, individuals with visual impairments are not able to place an orders on it.
- ACM will point out to the largest companies with the worst results how to make improvements. Companies that that fail to make sufficient improvements risk facing enforcement action.
A check conducted by the Netherlands Authority for Consumers and Markets (ACM) shows that 61 percent of the largest Dutch online stores are not digitally accessible. This means that their websites are designed in such a way that, for example, individuals with visual impairments are not able to place an orders on them. This has been revealed by tests conducted on approximately 100 of the largest Dutch online stores as well as on the websites of the largest telecom and energy providers. The European Accessibility Act has been in effect since June 28, 2025. This act seeks to ensure that online stores become accessible to individuals with disabilities, so that they are able to participate equally in the digital economy. ACM will point out to the largest companies with the worst results how to make improvements. In its oversight activities, ACM involves individuals with disabilities. Companies that are confronted by ACM yet that fail to make sufficient improvements (or fail to do so at all) risk facing enforcement action.
Özlem Sehirli, Manager for Consumer Protection at ACM, adds: “Our test results show that many online stores are still inaccessible. As a result, individuals with disabilities are excluded from something that many take for granted: making online purchases. This can and must be improved. For ensuring equal opportunities, it’s important that companies make their digital services accessible to everyone. We’re committed to realizing that, through our oversight efforts.”
Lived-experience experts involved in ACM’s oversight efforts
ACM involves lived-experience experts and their organizations for identifying where the biggest accessibility problems are. For example, ACM in collaboration with Dutch accessibility foundation Stichting Accessibility has conducted a survey among the target audience in order to identify what they perceive to be the biggest accessibility problems. In the coming months, ACM will expand the involvement of and collaboration with lived-experience experts. In this way, ACM wishes to increase the impact of its oversight efforts for the target groups and to society as a whole.
In addition, ACM has begun checking the websites of the largest companies with the most customers. This check has revealed that, on 61 percent of these sites, it is impossible to place an order using assistive technology. Think of an order button that cannot be clicked using the keyboard, or an inaccessible puzzle designed to verify that a user is human, known as a ‘Captcha check’, which prevents consumers from accessing a website. In addition, 33 percent of the checked websites had ‘serious problems’. In those situations, placing an order may be possible, but requires significantly more effort, because the user cannot access all of the website’s content.
Study into the knowledge of online stores
A study commissioned by ACM into the knowledge and efforts of online stores regarding digital accessibility has revealed that the majority of companies have plans to make their websites digitally accessible. However, the study also reveals there is a wide range in the knowledge and attitudes among the owners of online stores, as well as what concrete steps they have already taken.
A lack of time, money, and technical expertise, as well as uncertainty regarding the obligations are often cited as factors that restrict the efforts to work on accessibility. Companies working on their digital accessibility go for the simple adjustments first. On its website, ACM provides information about the steps that companies are able to make for making their websites accessible. In addition to the statutory obligation and the thereto-related costs, online stores also benefit from digital accessibility. An inaccessible online store loses customers, both with and without disabilities.
Who needs to comply with these rules?
The rules on digital accessibility follow from the European Accessibility Act (EAA). Since June 28, 2025, ACM enforces compliance with the EAA among e-commerce services and electronic communications services. The obligations apply to companies that employ ten or more employees and/or have an annual turnover of more than 2 million euros.
For more information
Join us at the roundtable discussion, and visit the ACM booth at the Webwinkelvakdagen fair for online stores on March 25 and 26, 2026, in the Jaarbeurs Utrecht convention center. Program | WWV | #1 digital commerce event (external website)