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E-commerce

The Swedish Accessibility Act for e-commerce – what applies to your shop?

E-commerce selling to consumers has been covered by the Swedish Accessibility Act (LPTT, SFS 2023:254) since 28 June 2025. The act implements the European Accessibility Act (EAA), and PTS supervises e-commerce. Microenterprises are exempt.

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Examples of online retailers using Selma

  • Seiko
  • Cado
  • Siba Huset
  • Humble Group

The law

Is your online shop covered by the Accessibility Act?

The act covers e-commerce services: online shops and apps where consumers buy at a distance. What decides whether you are covered is the type of service and who it is for, not what you sell.

  • 1

    Who is covered

    Businesses selling goods or services to consumers in an online shop or app. Microenterprises are exempt: fewer than ten employees and an annual turnover or balance sheet total of no more than 2 million euros.

  • 2

    What is required

    That the shop can be used with a keyboard, a screen reader and magnification, and that you inform customers about the service's accessibility. What is measured in practice is EN 301 549, the standard built on WCAG 2.1 level AA.

  • 3

    What happens otherwise

    PTS can require you to fix the issues. The act also allows PTS to impose an administrative fine of between 10,000 and 10 million Swedish kronor.

Sources

How Selma helps

How Selma helps online retailers

  • Find the issues where people buy

    Start with the home page, search, product pages and checkout. Selma Scanning tests one page at a time against WCAG 2.1 AA and shows what to fix first.

    Read about Selma Scanning

  • Keep the shop accessible as it changes

    New products, campaigns and themes bring new issues. Selma Bevakning reviews your whole domain every week against WCAG 2.2 AA, and your developers get a code fix for every issue.

    Read about Selma Bevakning

  • Inform customers about accessibility

    The act requires you to describe how the shop meets the requirements. Start from our free template, or let Selma Services carry out a manual review and give legal support.

    Read about Selma Services

Common questions about the Accessibility Act and e-commerce

Is our online shop covered by the Swedish Accessibility Act?
Yes, if you sell goods or services to consumers in an online shop or app and are not a microenterprise. The act (LPTT, SFS 2023:254) has applied since 28 June 2025 and implements the European Accessibility Act (EAA). Always check the current guidance from PTS.
Does the Accessibility Act apply to small online retailers?
Microenterprises are exempt from the requirements on services. A microenterprise has fewer than ten employees and an annual turnover or balance sheet total of no more than 2 million euros. If your business has ten employees or more, it is covered.
Does the act apply if we only sell to businesses?
No. The act covers e-commerce aimed at consumers. An online shop that only sells to businesses is not covered. If you also sell to private individuals, you are covered.
Which standard should an online shop follow?
In practice the requirements are measured against EN 301 549, the standard built on WCAG 2.1 level AA. Selma Bevakning reviews against WCAG 2.2 AA, the latest version of the guidelines.
What happens if our online shop does not comply?
PTS can require you to fix the issues. In cases that are not minor, PTS can also impose an administrative fine of between 10,000 and 10 million Swedish kronor. Customers can report issues with a service to PTS.
Can an accessibility widget help us?
Yes, it can make things much easier for visitors. Selma Widget lets them adjust text, contrast and motion to their needs, and automatically fixes some issues right in the visitor's browser: it improves focus and keyboard navigation, adds information that screen readers need and gives images without alternative text a description. It does not necessarily take you all the way. Issues in the source code, in documents and in services on other domains, such as a payment provider's checkout, have to be fixed where they are. That is why the widget works best together with reviews and fixes in the code.

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See how your online shop holds up

Test your domain for free and get a report straight to your inbox. Or book a meeting and we will go through what the act means for your shop.

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