How will the European Accessibility Act change the in-store customer experience?

The law implementing the European Accessibility Act came into force on 28 June 2025. Although the changes in the digital space are the most talked about, the new regulations will also affect brick-and-mortar retail, including, among others, payment devices and self-checkouts. What does this mean for offline stores? An Exorigo-Upos expert explains.

The European Accessibility Act (EAA) aims to ensure wider access to products and services for all users – regardless of their ability. It includes products and services considered essential in everyday life – from computers, smartphones, to e-commerce, retail banking or transport services. Micro-enterprises (less than 10 employees and €2 million in turnover) and equipment put into service before the entry into force of the regulations are exempt from the obligation – these can be used until the end of their life cycle, for a maximum of 20 years.

Notably, the EAA does not impose an obligation to replace the entire infrastructure immediately. The new requirements will apply only to payment terminals, ATMs, and self-checkouts if replaced or installed after June 28, 2025. However, it is worth acting in advance—companies that decide to implement changes earlier can gain a real competitive advantage. On the one hand, they expand the customer base; on the other hand, they build the image of a responsible brand open to the needs of all users.

The Act contains both general requirements for all products and services, as well as specific requirements – adapted to their specificity, e.g. in the payment industry, for Terminal/PIN pad devices, interface support for the blind and visually impaired, which will be implemented on any device that does not have a physical keyboard. Most of them are not technical, but functional – they define what effect is to be achieved. It is crucial that as many people as possible can use products and services independently and comfortably. This gives companies the space to implement their innovative technological solutions, as long as they meet the goal of accessibility.

Physical and digital product information requirements are also an essential element. They must be accessible to more than one sense (e.g. sight and hearing), legible (font size and typeface, contrast, spacing) and understandable (simple language, adapted to the recipient, e.g. implementation of a speech synthesizer translating messages and sending them to the speaker or headphone connector, and enabling the use of a standard screen overlay for entering PIN and BLIK code). Accessible information about the product’s features, operation, and where the service is provided is also required.

“The challenges posed by the European Accessibility Act can be effectively solved with the help of technology. AI-based solutions, electronic price labels, QR codes or self-service terminals with voice functions and high contrast mode are already improving digital accessibility,” adds Anna Schabikowska, Exorigo-Upos Board Advisor.

Artificial intelligence already supports accessibility today – it enables, for instance, automatic generation of subtitles or real-time personalisation of the interface, tailored to the needs of a specific user. In brick-and-mortar stores, there is also great potential in electronic price labels, which can be designed with greater contrast, clearer font and standardised icons. On the other hand, QR codes – instead of serving only promotional functions – can lead to instructions in audio form or translated into Polish Sign Language. With voice navigation in the store, they can significantly facilitate shopping for the blind and visually impaired.

The European Accessibility Act is a legal regulation and an impulse for fundamental changes in the approach to designing services and products. Adapting to new requirements doesn’t have to mean costly revolutions—it’s an opportunity to grow, innovate, and build a more inclusive shopping experience. Companies thinking about availability today will gain a competitive advantage, but above all, the trust and loyalty of a wider group of customers.