Only two of the Netherlands’ largest online retailers meet the European Union’s accessibility standards, leaving millions of disabled shoppers—including the visually impaired—locked out of digital commerce, according to a new review by Dutch researchers.
The findings, published across Dutch media outlets, reveal a stark gap between regulatory requirements and industry practice. While the EU’s Web Accessibility Directive, implemented in 2020, mandates that all public and commercial websites comply with WCAG 2.1 standards, Dutch researchers identified tens of thousands of violations across major platforms. Just two of the country’s biggest webshops—unnamed in the reports—passed full compliance checks, leaving competitors and smaller retailers struggling to meet the deadline.
Why the shortfall matters for Dutch e-commerce
The accessibility shortfall isn’t just a legal risk—it’s a growing financial liability. The Association for Computing Machinery (ACM), a Dutch tech advocacy group, warned that millions of customers with disabilities currently face barriers to placing orders, potentially costing businesses millions in lost revenue. A blind consumer quoted in local reports said, Even basic tasks like selecting a product or reading a description are impossible on most sites.
The ACM’s analysis suggests that failure to comply could trigger lawsuits under the EU’s Accessibility Act, which carries fines up to 4% of annual turnover for non-compliance.
For context, Dutch e-commerce sales topped €33 billion in 2023, with disabled shoppers representing a 10% share of the population. Excluding them from digital transactions isn’t just an ethical issue—it’s a market exclusion that could accelerate as the EU tightens enforcement. The Dutch government has yet to announce penalties, but industry observers say the first legal actions could come as early as mid-2025, when enforcement agencies begin auditing major retailers.
How the top two retailers differ—and what’s next
While most Dutch webshops scored poorly in the review, two unnamed platforms achieved full compliance with WCAG 2.1, the gold standard for digital accessibility. Researchers attributed their success to automated testing tools and dedicated accessibility teams, though even these leaders acknowledged ongoing challenges
in maintaining standards as websites evolve. One report noted that 90% of accessibility issues stem from dynamic content—such as interactive filters or real-time pricing—where screen readers and keyboard navigation fail.
Smaller retailers face even steeper hurdles. The ACM estimated that 70% of Dutch webshops lack the budget or technical expertise to overhaul their platforms. Without government subsidies or industry-wide standards, the gap could persist for years. Meanwhile, Bol.com, the country’s largest e-commerce platform, has begun rolling out basic accessibility improvements
but has not yet met full EU requirements. A company spokesperson declined to comment on timelines for full compliance.
What happens next for Dutch retailers—and their customers
The next critical phase begins in June 2025, when the Dutch Consumer Authority is expected to publish its first round of enforcement reports. Retailers that fail to address violations risk mandatory redesigns or fines, though exact penalties remain unconfirmed. The ACM has urged businesses to prioritize screen-reader compatibility and keyboard navigation, two areas where most platforms currently fall short.
For shoppers, the stakes are clear: the EU’s directive isn’t just about legal compliance—it’s about leveling the playing field. With disabled consumers spending an estimated €3.9 billion annually online in the Netherlands, the economic case for accessibility is undeniable. Yet without urgent action, millions will continue to be shut out of the digital economy—despite the law.
