What is the Barrierefreiheitsstärkungsgesetz (BFSG) all about?
The Barrierefreiheitsstärkungsgesetz (BFSG) was enacted with the aim of ensuring digital participation for all people, especially people with disabilities. It aims to ensure that digital products and services in e-commerce are designed to be accessible so that they can be used by all users equally, regardless of their physical, mental or sensory limitations. This measure promotes digital inclusion and removes barriers that people with disabilities face in their everyday lives, particularly when using online retail platforms and digital services.
The law comes into force on June 28, 2025 and affects a wide range of industries, including e-commerce in particular, which will have to make significant adjustments. Retailers who offer their products and services online must ensure that their websites, mobile apps and product information comply with the new accessibility requirements. This includes not only the technical design of the platforms in accordance with the Web Content Accessibility Guidelines (WCAG 2.1), but also the provision of accessible product data. An accessible product description and alternative text formats for product images are essential in order to meet legal requirements and ensure accessibility.
The implementation of the BFSG therefore requires far-reaching adjustments that pose new challenges for online retailers - from the optimization of the user experience to the legally compliant design of the digital presence. However, companies that take early action can not only meet the legal requirements, but also strengthen their market position by reaching a broader audience that relies on accessible offerings.
The relevance for online retail is high
For online retailers, the BFSG means that their digital sales channels, including websites and apps, must be accessible. This applies not only to the user interface, but also to all information provided there, such as product descriptions, technical details and images. Retailers must ensure that this product information is accessible in a way that meets the requirements of the law.
Important requirements for retailers
- Accessible product information: All product descriptions must be easy to read, understandable and provided in accessible formats, e.g. through read-aloud functions.
- Alternative text formats: Visual elements, such as product images, should be supplemented with alternative text so that they are also accessible to screen reader users.
- Technical accessibility: Online stores must follow the Web Content Accessibility Guidelines (WCAG 2.1) to ensure that people with different disabilities can access the offerings.
The role of product data in the context of the BFSG
A key challenge in the context of the BFSG is the consistent and accessible preparation of product data. This is where tools such as a Product Information Management (PIM) system come into play. A PIM system ensures that all relevant product information is structured, up-to-date and available in the required accessible formats. This makes it easier to adapt product information to legal requirements and ensures that retailers can act in a legally compliant manner.
Can artificial intelligence provide support?
Artificial intelligence (AI) can play a key role when it comes to preparing accessible product data quickly and efficiently. AI-supported systems can automatically generate alternative texts for product images, check text content for comprehensibility and provide suggestions for simpler formulations. AI can also help to adapt media formats in real time so that they are accessible to different user groups. The use of AI accelerates the implementation of accessibility requirements and sustainably improves the quality of product data.
As a specialist in product information management, forbeyond offers comprehensive support for companies in e-commerce to meet the requirements of the BFSG. We help to structure product data optimally and prepare it in an accessible way. We also advise you on the implementation of a PIM system that meets the complex legal requirements and improves the user experience at the same time. This not only ensures compliance with the BFSG, but also strengthens customer loyalty by enabling a wider audience to access the offers.
Retailers can find more information on the BFSG here:
- WCAG 2.1 Web Accessibility Guidelines - World Wide Web Consortium (W3C)
- Accessibility in practice: Guide for online retailers - Händlerbund
- Accessibility from 2025: What companies need to know about the new law and digital accessibility - A guest article by Ann-Kristin Johänning on onlinemarketing.de
Get active now!
The BFSG is just around the corner. Now is the right time to adapt your processes and implement accessible product data. Contact us at forbeyond and we will help you prepare your company for the future - legally compliant, efficient and customer-oriented.