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One Year with the New Law – Swedish E-commerce Still Excludes Customers

Small companies may find it harder to adapt, says Johan Hetting
Criticism is growing against e-commerce.

It has been a year since the EU Accessibility Directive became Swedish law, with the aim that digital goods and services can be used by everyone regardless of functional ability. Despite the legal requirement, users report that it is still difficult to complete purchases online.

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In a report from Sveriges Radio, Lotta Enhorn in Umeå, who is blind and uses a keyboard instead of a mouse, says she often has problems completing purchases when shopping online. Her partner, Thomas Sandström, who also has a visual impairment, shares this experience and states that it is difficult to find companies where accessibility work has been seriously done.

The Swedish Post and Telecom Authority, PTS, is responsible for ensuring compliance with the law. The authority has received 200 complaints since the legislation came into force on June 28, 2025, and receives approximately ten reports per month regarding digital services that do not work with, for example, screen readers.

It is not good that complaints continue to come in. We would like a society where all people are digitally included, says Munasar Said Muse, head of unit at PTS.

The authority is now increasing its control and specifically focusing on e-commerce. Munasar Said Muse states that the e-commerce sector has some challenges with accessibility, which is the basis for the authority's choice of supervisory focus. If companies do not comply with the law, it may lead to fines.

From the industry organization Svensk Handel, the challenges for companies are highlighted, especially for smaller players where competence measures entail costs. Johan Hetting, business policy expert at Svensk Handel, comments on the companies' efforts.

Of course, there may be problems, but companies are doing everything in their power to be able to improve and understand this as well, he says.

Since the law was introduced, PTS has gradually initiated reviews of Swedish e-commerce sites. The supervision, which began in 2025, currently covers a total of 28 e-commerce companies. The review focuses on the companies' websites, specifically home pages, search functions and product pages. Companies that do not rectify identified deficiencies risk injunctions, which may be associated with penalties or sanction fees. The authority previously announced that the supervisory work is planned to continue throughout 2026.

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Editorial Staff
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