The role of online stores in Finland’s retail sector is constantly growing. This raises the question of whether all consumers actually have the same opportunities to engage in digital commerce.
Brick-and-mortar stores often focus on the customer experience and building trust, but online stores should also pay attention to these same aspects. Online stores must ensure that their services are designed so that every potential customer can shop there. To ensure a smooth shopping experience, support a positive customer experience, and promote responsibility, it is essential for online stores to also consider the accessibility of their services.
“When using a digital service is easy, reliable, and seamless, it increases user trust in the service and, as a result, strengthens user engagement.” – Emmi Ansiomäki, Specialist at Traficom
The accessibility of online stores creates opportunities for independent living
This June marks one year since online stores have been required to comply with the Digital Services Act and accessibility requirements. Microenterprises are exempt from the law’s scope.
The purpose of accessibility requirements is to enable all consumers to use digital services regardless of any functional limitations they may have. These requirements are based on the EU Accessibility Directive.
Online stores that fall within the scope of the Digital Services Act must:
- comply with accessibility requirements and obligations
- provide information on the accessibility of the products and services offered in the online store
- take into account the additional obligations related to the accessibility statement
- notify the supervisory authority if accessibility issues arise in the service
More on these below.
Accessibility Requirements in a Nutshell
The Digital Services Act includes accessibility and barrier-free requirements that service providers must meet.
- Digital services and their content must meet the technical accessibility requirements established for them, which are based on the European standard EN 301 549 and the WCAG guidelines.
- The service must include an accessibility statement that informs users about the service's level of accessibility.
- Users must also have the opportunity to provide feedback on accessibility, and such feedback must be addressed within 14 days.
Additional requirement for online stores ensures data availability
From the perspective of consumers’ purchasing decisions alone, it is essential that all information about the products or services they are purchasing be available. Online retailers are therefore required to provide information on the accessibility of the products and services offered in their online stores, if the manufacturer or importer has provided this information.
An accessibility statement makes it easier to conduct business
When an accessibility statement is easy to find and up to date, it helps users navigate the online store. An online store’s accessibility statement must also include:
- General Description of the Service
- Information about the product required to use the service.
- Information on the fulfillment of service-specific additional requirements.
- The service provider must publish an accessibility statement describing how the service has addressed the additional service-specific requirements applicable to that service.
Read more about the accessibility statement: About the accessibility statement | Traficom
Be sure to report any accessibility issues
If an online store does not meet accessibility requirements, this must be reported separately to Traficom. The notification must specify the accessibility deficiencies in the service and the corrective measures that will be taken. You must also report any claims of undue burden and any substantial changes to the service.
It’s easy to file a report, and you can also use the accessibility statement when preparing it.
Detailed instructions for reporting accessibility issues: Obligation to Report Issues and Grounds for Exceptions | Traficom
Promoting accessibility is an ongoing process that should be incorporated into daily routines. Accessibility requirements.On the fi website, you’ll find comprehensive information on the topic, and you can contact Traficom’s accessibility monitoring team through customer service channels at Digital Accessibility and Accessibility Customer Service | Traficom
