diff --git a/feature-libs/cart/base/components/add-to-cart/add-to-cart.component.html b/feature-libs/cart/base/components/add-to-cart/add-to-cart.component.html
index cea53d5837f..489b2f32960 100644
--- a/feature-libs/cart/base/components/add-to-cart/add-to-cart.component.html
+++ b/feature-libs/cart/base/components/add-to-cart/add-to-cart.component.html
@@ -6,9 +6,10 @@
         *ngIf="hasStock"
         [max]="maxQuantity"
         [control]="addToCartForm.get('quantity')"
+        [ariaDescribedById]="'add-to-card-stock-info'"
       ></cx-item-counter>
 
-      <span class="info">
+      <span class="info" id="add-to-card-stock-info">
         <span *ngIf="showInventory$ | async">{{ getInventory() }}</span>
         {{
           hasStock
diff --git a/feature-libs/cart/base/components/added-to-cart-dialog/added-to-cart-dialog.component.html b/feature-libs/cart/base/components/added-to-cart-dialog/added-to-cart-dialog.component.html
index 86f03af3adf..efd0de109c5 100644
--- a/feature-libs/cart/base/components/added-to-cart-dialog/added-to-cart-dialog.component.html
+++ b/feature-libs/cart/base/components/added-to-cart-dialog/added-to-cart-dialog.component.html
@@ -25,6 +25,7 @@
       <button
         type="button"
         class="close"
+        title="{{ 'common.close' | cxTranslate }}"
         attr.aria-label="{{ 'addToCart.closeModal' | cxTranslate }}"
         (click)="dismissModal('Cross click')"
       >
diff --git a/feature-libs/cart/base/components/cart-coupon/cart-coupon.component.html b/feature-libs/cart/base/components/cart-coupon/cart-coupon.component.html
index d5cf777ba5f..aaaf112fb41 100644
--- a/feature-libs/cart/base/components/cart-coupon/cart-coupon.component.html
+++ b/feature-libs/cart/base/components/cart-coupon/cart-coupon.component.html
@@ -22,6 +22,7 @@
         >
           <abbr
             *cxFeature="'a11yRequiredAsterisks'"
+            aria-hidden="true"
             class="text-decoration-none"
             title="{{ 'common.required' | cxTranslate }}"
             >*</abbr
diff --git a/feature-libs/cart/quick-order/components/cart-quick-order-form/cart-quick-order-form.component.html b/feature-libs/cart/quick-order/components/cart-quick-order-form/cart-quick-order-form.component.html
index 73f3e6cdd48..f082d78f610 100644
--- a/feature-libs/cart/quick-order/components/cart-quick-order-form/cart-quick-order-form.component.html
+++ b/feature-libs/cart/quick-order/components/cart-quick-order-form/cart-quick-order-form.component.html
@@ -17,6 +17,7 @@
               <!-- TODO: (CXSPA-5953) Remove feature flags next major -->
               <abbr
                 *cxFeature="'a11yRequiredAsterisks'"
+                aria-hidden="true"
                 class="text-decoration-none"
                 title="{{ 'common.required' | cxTranslate }}"
                 >*</abbr
diff --git a/feature-libs/cart/saved-cart/components/saved-cart-form-dialog/saved-cart-form-dialog.component.html b/feature-libs/cart/saved-cart/components/saved-cart-form-dialog/saved-cart-form-dialog.component.html
index deacfdbd6c0..aaf6ecdef9f 100644
--- a/feature-libs/cart/saved-cart/components/saved-cart-form-dialog/saved-cart-form-dialog.component.html
+++ b/feature-libs/cart/saved-cart/components/saved-cart-form-dialog/saved-cart-form-dialog.component.html
@@ -223,6 +223,7 @@
                   >{{ 'savedCartDialog.savedCartName' | cxTranslate }}
                   <abbr
                     *cxFeature="'a11yRequiredAsterisks'"
+                    aria-hidden="true"
                     class="text-decoration-none"
                     title="{{ 'common.required' | cxTranslate }}"
                     >*</abbr
diff --git a/feature-libs/checkout/base/components/checkout-payment-method/checkout-payment-form/checkout-payment-form.component.html b/feature-libs/checkout/base/components/checkout-payment-method/checkout-payment-form/checkout-payment-form.component.html
index f3bfb736fce..6dfa9ec37bc 100644
--- a/feature-libs/checkout/base/components/checkout-payment-method/checkout-payment-form/checkout-payment-form.component.html
+++ b/feature-libs/checkout/base/components/checkout-payment-method/checkout-payment-form/checkout-payment-form.component.html
@@ -305,9 +305,12 @@
                 <ng-container *ngIf="countries$ | async as countries">
                   <div *ngIf="countries.length !== 0">
                     <label>
-                      <span class="label-content required">{{
-                        'addressForm.country' | cxTranslate
-                      }}</span>
+                      <span class="label-content required">
+                        {{ 'addressForm.country' | cxTranslate }}
+                        <ng-template
+                          [ngTemplateOutlet]="requiredAsterisk"
+                        ></ng-template>
+                      </span>
                       <ng-select
                         [inputAttrs]="{ required: 'true' }"
                         [searchable]="true"
@@ -346,9 +349,12 @@
               </div>
               <div class="form-group">
                 <label>
-                  <span class="label-content required">{{
-                    'addressForm.firstName.label' | cxTranslate
-                  }}</span>
+                  <span class="label-content required">
+                    {{ 'addressForm.firstName.label' | cxTranslate }}
+                    <ng-template
+                      [ngTemplateOutlet]="requiredAsterisk"
+                    ></ng-template>
+                  </span>
                   <input
                     required="true"
                     class="form-control"
@@ -376,9 +382,12 @@
               </div>
               <div class="form-group">
                 <label>
-                  <span class="label-content required">{{
-                    'addressForm.lastName.label' | cxTranslate
-                  }}</span>
+                  <span class="label-content required">
+                    {{ 'addressForm.lastName.label' | cxTranslate }}
+                    <ng-template
+                      [ngTemplateOutlet]="requiredAsterisk"
+                    ></ng-template>
+                  </span>
                   <input
                     required="true"
                     type="text"
@@ -406,9 +415,12 @@
               </div>
               <div class="form-group">
                 <label>
-                  <span class="label-content required">{{
-                    'addressForm.address1' | cxTranslate
-                  }}</span>
+                  <span class="label-content required">
+                    {{ 'addressForm.address1' | cxTranslate }}
+                    <ng-template
+                      [ngTemplateOutlet]="requiredAsterisk"
+                    ></ng-template>
+                  </span>
                   <input
                     required="true"
                     type="text"
@@ -450,9 +462,12 @@
               <div class="row">
                 <div class="form-group col-md-6">
                   <label>
-                    <span class="label-content required">{{
-                      'addressForm.city.label' | cxTranslate
-                    }}</span>
+                    <span class="label-content required">
+                      {{ 'addressForm.city.label' | cxTranslate }}
+                      <ng-template
+                        [ngTemplateOutlet]="requiredAsterisk"
+                      ></ng-template>
+                    </span>
                     <input
                       required="true"
                       type="text"
@@ -480,9 +495,12 @@
                 </div>
                 <div class="form-group col-md-6">
                   <label>
-                    <span class="label-content required">{{
-                      'addressForm.zipCode.label' | cxTranslate
-                    }}</span>
+                    <span class="label-content required">
+                      {{ 'addressForm.zipCode.label' | cxTranslate }}
+                      <ng-template
+                        [ngTemplateOutlet]="requiredAsterisk"
+                      ></ng-template>
+                    </span>
                     <input
                       required="true"
                       type="text"
@@ -599,7 +617,9 @@
 <ng-template #requiredAsterisk>
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
+    aria-hidden="true"
     class="text-decoration-none"
+    aria-hidden="true"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
   >
diff --git a/feature-libs/checkout/base/components/checkout-place-order/checkout-place-order.component.html b/feature-libs/checkout/base/components/checkout-place-order/checkout-place-order.component.html
index 1032221c866..e2ca3244a9d 100644
--- a/feature-libs/checkout/base/components/checkout-place-order/checkout-place-order.component.html
+++ b/feature-libs/checkout/base/components/checkout-place-order/checkout-place-order.component.html
@@ -19,6 +19,7 @@
         </a>
         <abbr
           *cxFeature="'a11yRequiredAsterisks'"
+          aria-hidden="true"
           class="text-decoration-none"
           title="{{ 'common.required' | cxTranslate }}"
           >*</abbr
diff --git a/feature-libs/pickup-in-store/assets/translations/en/pickupInStore.json b/feature-libs/pickup-in-store/assets/translations/en/pickupInStore.json
index d3fe643b099..476df370e0b 100644
--- a/feature-libs/pickup-in-store/assets/translations/en/pickupInStore.json
+++ b/feature-libs/pickup-in-store/assets/translations/en/pickupInStore.json
@@ -36,7 +36,7 @@
     "findAStore": "Find a Store",
     "findStores": "Find Stores",
     "hideOutOfStockOptions": "Hide out of stock options",
-    "searchPlaceholder": "Enter Zip Code, Town or Address",
+    "searchPlaceholder": "Enter Zip Code or Town or Address",
     "useMyLocation": "Use my location"
   },
   "addressBookPickupInStore": {
diff --git a/feature-libs/pickup-in-store/components/container/my-preferred-store/my-preferred-store.component.ts b/feature-libs/pickup-in-store/components/container/my-preferred-store/my-preferred-store.component.ts
index 3d351d30134..1d87ea9e0a9 100644
--- a/feature-libs/pickup-in-store/components/container/my-preferred-store/my-preferred-store.component.ts
+++ b/feature-libs/pickup-in-store/components/container/my-preferred-store/my-preferred-store.component.ts
@@ -10,6 +10,7 @@ import {
   Page,
   PointOfService,
   RoutingService,
+  useFeatureStyles,
 } from '@spartacus/core';
 import {
   PickupLocationsSearchFacade,
@@ -66,6 +67,8 @@ export class MyPreferredStoreComponent implements OnInit {
         this.pointOfService = store;
       })
     );
+
+    useFeatureStyles('a11yViewHoursButtonIconContrast');
   }
 
   ngOnInit(): void {
diff --git a/feature-libs/pickup-in-store/components/presentational/store/store.component.ts b/feature-libs/pickup-in-store/components/presentational/store/store.component.ts
index 337d2acd768..3e304cc3bab 100644
--- a/feature-libs/pickup-in-store/components/presentational/store/store.component.ts
+++ b/feature-libs/pickup-in-store/components/presentational/store/store.component.ts
@@ -31,6 +31,7 @@ export class StoreComponent implements OnInit {
 
   constructor() {
     useFeatureStyles('a11yVisibleFocusOverflows');
+    useFeatureStyles('a11yViewHoursButtonIconContrast');
   }
 
   ngOnInit(): void {
diff --git a/feature-libs/pickup-in-store/styles/_my-preferred-store.scss b/feature-libs/pickup-in-store/styles/_my-preferred-store.scss
index fddea5c347d..18e6c92245d 100644
--- a/feature-libs/pickup-in-store/styles/_my-preferred-store.scss
+++ b/feature-libs/pickup-in-store/styles/_my-preferred-store.scss
@@ -10,6 +10,9 @@
     .cx-store-opening-hours-icon {
       color: var(--cx-color-secondary);
       opacity: var(--cx-opacity, 0.5);
+      @include forFeature('a11yViewHoursButtonIconContrast') {
+        opacity: var(--cx-opacity, 1);
+      }
     }
     padding-inline-start: 0;
     padding-top: 0.5rem;
diff --git a/feature-libs/pickup-in-store/styles/_store.scss b/feature-libs/pickup-in-store/styles/_store.scss
index a1dccd4a573..748d57522b8 100644
--- a/feature-libs/pickup-in-store/styles/_store.scss
+++ b/feature-libs/pickup-in-store/styles/_store.scss
@@ -33,6 +33,9 @@
     .cx-store-opening-hours-icon {
       color: var(--cx-color-secondary);
       opacity: var(--cx-opacity, 0.5);
+      @include forFeature('a11yViewHoursButtonIconContrast') {
+        opacity: var(--cx-opacity, 1);
+      }
     }
     padding-inline-start: 0;
     padding-top: 0.5rem;
diff --git a/feature-libs/product-configurator/rulebased/components/overview-bundle-attribute/configurator-overview-bundle-attribute.component.spec.ts b/feature-libs/product-configurator/rulebased/components/overview-bundle-attribute/configurator-overview-bundle-attribute.component.spec.ts
index 9c367b21dfb..d3837e89a25 100644
--- a/feature-libs/product-configurator/rulebased/components/overview-bundle-attribute/configurator-overview-bundle-attribute.component.spec.ts
+++ b/feature-libs/product-configurator/rulebased/components/overview-bundle-attribute/configurator-overview-bundle-attribute.component.spec.ts
@@ -2,6 +2,7 @@ import { Component, Input, Pipe, PipeTransform } from '@angular/core';
 import { ComponentFixture, TestBed, waitForAsync } from '@angular/core/testing';
 import { By } from '@angular/platform-browser';
 import {
+  FeatureConfigService,
   I18nTestingModule,
   ImageType,
   Product,
@@ -64,6 +65,7 @@ describe('ConfiguratorOverviewBundleAttributeComponent', () => {
   let component: ConfiguratorOverviewBundleAttributeComponent;
   let fixture: ComponentFixture<ConfiguratorOverviewBundleAttributeComponent>;
   let htmlElem: HTMLElement;
+  let featureConfigService: FeatureConfigService;
 
   beforeEach(waitForAsync(() => {
     TestBed.configureTestingModule({
@@ -73,7 +75,10 @@ describe('ConfiguratorOverviewBundleAttributeComponent', () => {
         MockConfiguratorPriceComponent,
         MockNumericPipe,
       ],
-      providers: [{ provide: ProductService, useClass: MockProductService }],
+      providers: [
+        { provide: ProductService, useClass: MockProductService },
+        FeatureConfigService,
+      ],
     }).compileComponents();
   }));
 
@@ -83,6 +88,7 @@ describe('ConfiguratorOverviewBundleAttributeComponent', () => {
     );
     component = fixture.componentInstance;
     htmlElem = fixture.nativeElement;
+    featureConfigService = TestBed.inject(FeatureConfigService);
   });
 
   beforeEach(() => {
@@ -142,6 +148,8 @@ describe('ConfiguratorOverviewBundleAttributeComponent', () => {
 
     describe('product image', () => {
       it('should be visible if primary', () => {
+        spyOn(featureConfigService, 'isEnabled').and.returnValue(true);
+
         product$.next(mockProduct);
 
         fixture.detectChanges();
diff --git a/feature-libs/storefinder/assets/translations/en/storeFinder.json b/feature-libs/storefinder/assets/translations/en/storeFinder.json
index 27ccbf0fb46..bed97fb7d54 100644
--- a/feature-libs/storefinder/assets/translations/en/storeFinder.json
+++ b/feature-libs/storefinder/assets/translations/en/storeFinder.json
@@ -22,7 +22,7 @@
     "useMyLocation": "Use my location",
     "viewAllStores": "View all stores",
     "contactUs": "Contact us",
-    "searchBox": "Postal code, town or address",
+    "searchBox": "Postal code or town or address",
     "backToList": "Back to list",
     "noStoresMessage": "No stores found in database...",
     "geolocationNotEnabled": "Cannot locate nearby stores. Geolocation consent has not been enabled",
diff --git a/feature-libs/user/account/components/login-form/login-form.component.html b/feature-libs/user/account/components/login-form/login-form.component.html
index 86c69ec4abd..6c3cc083357 100644
--- a/feature-libs/user/account/components/login-form/login-form.component.html
+++ b/feature-libs/user/account/components/login-form/login-form.component.html
@@ -2,9 +2,13 @@
 
 <form (ngSubmit)="onSubmit()" [formGroup]="form">
   <!-- TODO: (CXSPA-5953) Remove feature flags next major -->
+  <p *cxFeature="'a11yRequiredAsterisks'" class="form-legend">
+    {{ 'formLegend.required' | cxTranslate }}
+  </p>
   <label>
     <span class="label-content">
       {{ 'loginForm.emailAddress.label' | cxTranslate }}
+      <ng-template [ngTemplateOutlet]="requiredAsterisk"></ng-template>
     </span>
     <input
       required="true"
@@ -32,6 +36,7 @@
   <label>
     <span class="label-content">
       {{ 'loginForm.password.label' | cxTranslate }}
+      <ng-template [ngTemplateOutlet]="requiredAsterisk"></ng-template>
     </span>
     <input
       required="true"
@@ -75,6 +80,7 @@
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
     class="text-decoration-none"
+    aria-hidden="true"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
   >
diff --git a/feature-libs/user/account/components/otp-login-form/otp-login-form.component.html b/feature-libs/user/account/components/otp-login-form/otp-login-form.component.html
index be40dacc4ba..fede8c27b34 100644
--- a/feature-libs/user/account/components/otp-login-form/otp-login-form.component.html
+++ b/feature-libs/user/account/components/otp-login-form/otp-login-form.component.html
@@ -53,6 +53,7 @@
 <ng-template #requiredAsterisk>
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
+    aria-hidden="true"
     class="text-decoration-none"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
diff --git a/feature-libs/user/profile/components/address-book/address-form/address-form.component.html b/feature-libs/user/profile/components/address-book/address-form/address-form.component.html
index 7fd1e1b3c36..d68453f90fd 100644
--- a/feature-libs/user/profile/components/address-book/address-form/address-form.component.html
+++ b/feature-libs/user/profile/components/address-book/address-form/address-form.component.html
@@ -313,6 +313,7 @@
 <ng-template #requiredAsterisk>
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
+    aria-hidden="true"
     class="text-decoration-none"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
diff --git a/feature-libs/user/profile/components/forgot-password/forgot-password.component.html b/feature-libs/user/profile/components/forgot-password/forgot-password.component.html
index 40f7317aabd..91d9dea4d77 100644
--- a/feature-libs/user/profile/components/forgot-password/forgot-password.component.html
+++ b/feature-libs/user/profile/components/forgot-password/forgot-password.component.html
@@ -1,9 +1,19 @@
 <cx-spinner class="overlay" *ngIf="isUpdating$ | async"> </cx-spinner>
 <!-- TODO: (CXSPA-5953) Remove feature flags next major -->
+<p *cxFeature="'a11yRequiredAsterisks'" class="form-legend">
+  {{ 'formLegend.required' | cxTranslate }}
+</p>
 <form (ngSubmit)="onSubmit()" [formGroup]="form">
   <label>
     <span class="label-content"
       >{{ 'forgottenPassword.emailAddress.label' | cxTranslate }}
+      <abbr
+        *cxFeature="'a11yRequiredAsterisks'"
+        aria-hidden="true"
+        class="text-decoration-none"
+        title="{{ 'common.required' | cxTranslate }}"
+        >*</abbr
+      >
     </span>
     <input
       required="true"
diff --git a/feature-libs/user/profile/components/register/register.component.html b/feature-libs/user/profile/components/register/register.component.html
index a2bd016fc86..f331fe73b62 100644
--- a/feature-libs/user/profile/components/register/register.component.html
+++ b/feature-libs/user/profile/components/register/register.component.html
@@ -318,6 +318,7 @@
 <ng-template #requiredAsterisk>
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
+    aria-hidden="true"
     class="text-decoration-none"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
diff --git a/feature-libs/user/profile/components/update-email/update-email.component.html b/feature-libs/user/profile/components/update-email/update-email.component.html
index d382b11af40..636b36aefdb 100644
--- a/feature-libs/user/profile/components/update-email/update-email.component.html
+++ b/feature-libs/user/profile/components/update-email/update-email.component.html
@@ -114,6 +114,7 @@
 <ng-template #requiredAsterisk>
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
+    aria-hidden="true"
     class="text-decoration-none"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
diff --git a/feature-libs/user/profile/components/update-password/update-password.component.html b/feature-libs/user/profile/components/update-password/update-password.component.html
index 839ffd387aa..c5c7834deeb 100644
--- a/feature-libs/user/profile/components/update-password/update-password.component.html
+++ b/feature-libs/user/profile/components/update-password/update-password.component.html
@@ -133,6 +133,7 @@
 <ng-template #requiredAsterisk>
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
+    aria-hidden="true"
     class="text-decoration-none"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
diff --git a/feature-libs/user/profile/components/update-profile/update-profile.component.html b/feature-libs/user/profile/components/update-profile/update-profile.component.html
index 077922e9c96..b3c97c9ec0c 100644
--- a/feature-libs/user/profile/components/update-profile/update-profile.component.html
+++ b/feature-libs/user/profile/components/update-profile/update-profile.component.html
@@ -133,6 +133,7 @@
 <ng-template #requiredAsterisk>
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
+    aria-hidden="true"
     class="text-decoration-none"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
diff --git a/projects/core/src/features-config/feature-toggles/config/feature-toggles.ts b/projects/core/src/features-config/feature-toggles/config/feature-toggles.ts
index 39093d4098d..1609200e2f5 100644
--- a/projects/core/src/features-config/feature-toggles/config/feature-toggles.ts
+++ b/projects/core/src/features-config/feature-toggles/config/feature-toggles.ts
@@ -582,6 +582,12 @@ export interface FeatureTogglesInterface {
    */
   a11ySearchBoxFocusOnEscape?: boolean;
 
+  /**
+   * `StoreComponent and MyPreferredStoreComponent` an icon in a button that triggers showing
+   * store's opening hours has an acceptable contrast ratio in a default theme
+   */
+  a11yViewHoursButtonIconContrast?: boolean;
+
   /**
    * In OCC cart requests, it puts parameters of a cart name and cart description
    * into a request body, instead of query params.
@@ -632,6 +638,35 @@ export interface FeatureTogglesInterface {
    *       in the future together with this feature toggle.
    */
   allPageMetaResolversEnabledInCsr?: boolean;
+
+  /**
+   * When enabled, allows to provide extended formats and media queries for <picture> element if used in MediaComponent.
+   *
+   * Important: After activation default HTML element in MediaComponent will be `<img>`
+   * Only BannerComponent has passed `'picture'` value. If you need to use `<picture>` HTML element
+   * you need to pass `[elementType]="'picture'"` to `<cx-media>`
+   *
+   * For proper work requires `pictureElementFormats`  provided in media config:
+   *  ```ts
+   * provideConfig({
+   *   pictureElementFormats: {
+   *    mediaQueries: {
+   *     'max-width': '767px',
+   *      ...
+   *    },
+   *    width: 50,
+   *    height: 50,
+   *   },
+   * })
+   * ```
+   *
+   * After activating this toggle, new inputs in `MediaComponent` — specifically
+   * `width`, `height`, and `sizes` — will be passed to the template as HTML attributes.
+   *
+   * Toggle activates `@Input() elementType: 'img' | 'picture' = 'img'` in `MediaComponent`
+   *
+   */
+  useExtendedMediaComponentConfiguration?: boolean;
 }
 
 export const defaultFeatureToggles: Required<FeatureTogglesInterface> = {
@@ -654,37 +689,37 @@ export const defaultFeatureToggles: Required<FeatureTogglesInterface> = {
   propagateErrorsToServer: false,
   ssrStrictErrorHandlingForHttpAndNgrx: false,
   productConfiguratorDeltaRendering: false,
-  a11yRequiredAsterisks: false,
-  a11yQuantityOrderTabbing: false,
-  a11yNavigationUiKeyboardControls: false,
+  a11yRequiredAsterisks: true,
+  a11yQuantityOrderTabbing: true,
+  a11yNavigationUiKeyboardControls: true,
   a11yNavMenuExpandStateReadout: false,
-  a11yOrderConfirmationHeadingOrder: false,
-  a11yStarRating: false,
-  a11yViewChangeAssistiveMessage: false,
+  a11yOrderConfirmationHeadingOrder: true,
+  a11yStarRating: true,
+  a11yViewChangeAssistiveMessage: true,
   a11yPreventHorizontalScroll: false,
-  a11yReorderDialog: false,
-  a11yPopoverFocus: false,
-  a11yScheduleReplenishment: false,
-  a11yScrollToTop: false,
-  a11ySavedCartsZoom: false,
-  a11ySortingOptionsTruncation: false,
-  a11yExpandedFocusIndicator: false,
-  a11yCheckoutDeliveryFocus: false,
-  a11yMobileVisibleFocus: false,
-  a11yOrganizationsBanner: false,
-  a11yOrganizationListHeadingOrder: false,
+  a11yReorderDialog: true,
+  a11yPopoverFocus: true,
+  a11yScheduleReplenishment: true,
+  a11yScrollToTop: true,
+  a11ySavedCartsZoom: true,
+  a11ySortingOptionsTruncation: true,
+  a11yExpandedFocusIndicator: true,
+  a11yCheckoutDeliveryFocus: true,
+  a11yMobileVisibleFocus: true,
+  a11yOrganizationsBanner: true,
+  a11yOrganizationListHeadingOrder: true,
   a11yCartImportConfirmationMessage: false,
-  a11yReplenishmentOrderFieldset: false,
-  a11yListOversizedFocus: false,
-  a11yStoreFinderOverflow: false,
+  a11yReplenishmentOrderFieldset: true,
+  a11yListOversizedFocus: true,
+  a11yStoreFinderOverflow: true,
   a11yMobileFocusOnFirstNavigationItem: false,
-  a11yCartSummaryHeadingOrder: false,
+  a11yCartSummaryHeadingOrder: true,
   a11ySearchBoxMobileFocus: false,
   a11yFacetKeyboardNavigation: false,
-  a11yUnitsListKeyboardControls: false,
-  a11yCartItemsLinksStyles: false,
+  a11yUnitsListKeyboardControls: true,
+  a11yCartItemsLinksStyles: true,
   a11yHideSelectBtnForSelectedAddrOrPayment: false,
-  a11yFocusableCarouselControls: false,
+  a11yFocusableCarouselControls: true,
   a11yUseTrapTabInsteadOfTrapInDialogs: false,
   cmsGuardsServiceUseGuardsComposer: false,
   cartQuickOrderRemoveListeningToFailEvent: true,
@@ -725,10 +760,12 @@ export const defaultFeatureToggles: Required<FeatureTogglesInterface> = {
   a11yDialogTriggerRefocus: false,
   a11yAddToWishlistFocus: false,
   a11ySearchBoxFocusOnEscape: false,
+  a11yViewHoursButtonIconContrast: false,
   occCartNameAndDescriptionInHttpRequestBody: false,
   cmsBottomHeaderSlotUsingFlexStyles: false,
   useSiteThemeService: false,
   enableConsecutiveCharactersPasswordRequirement: false,
   enablePasswordsCannotMatchInPasswordUpdateForm: false,
   allPageMetaResolversEnabledInCsr: false,
+  useExtendedMediaComponentConfiguration: false,
 };
diff --git a/projects/storefrontapp-e2e-cypress/cypress/helpers/notification.ts b/projects/storefrontapp-e2e-cypress/cypress/helpers/notification.ts
index c6af91ae4b1..ed0946dbd88 100644
--- a/projects/storefrontapp-e2e-cypress/cypress/helpers/notification.ts
+++ b/projects/storefrontapp-e2e-cypress/cypress/helpers/notification.ts
@@ -283,7 +283,7 @@ export function navigateToPDPInCustomerInterest(productCode: string) {
   cy.get('.cx-product-interests-product-item').within(() => {
     cy.get('.cx-code').should('contain', productCode);
     cy.get(
-      '.cx-product-interests-product-image-link > .is-initialized > picture'
+      '.cx-product-interests-product-image-link > .is-initialized > img'
     ).click();
   });
 }
diff --git a/projects/storefrontapp/src/app/app.module.ts b/projects/storefrontapp/src/app/app.module.ts
index 812c67a3a8a..0db5940588f 100644
--- a/projects/storefrontapp/src/app/app.module.ts
+++ b/projects/storefrontapp/src/app/app.module.ts
@@ -22,17 +22,13 @@ import { translationChunksConfig, translations } from '@spartacus/assets';
 import {
   I18nConfig,
   OccConfig,
-  provideConfig,
   RoutingConfig,
   TestConfigModule,
+  provideConfig,
 } from '@spartacus/core';
 import { StoreFinderConfig } from '@spartacus/storefinder/core';
 import { GOOGLE_MAPS_DEVELOPMENT_KEY_CONFIG } from '@spartacus/storefinder/root';
-import {
-  AppRoutingModule,
-  StorefrontComponent,
-  USE_LEGACY_MEDIA_COMPONENT,
-} from '@spartacus/storefront';
+import { AppRoutingModule, StorefrontComponent } from '@spartacus/storefront';
 import { environment } from '../environments/environment';
 import { TestOutletModule } from '../test-outlets/test-outlet.module';
 import { SpartacusModule } from './spartacus/spartacus.module';
@@ -94,10 +90,6 @@ if (!environment.production) {
       // without a key, for development or demo purposes.
       googleMaps: { apiKey: GOOGLE_MAPS_DEVELOPMENT_KEY_CONFIG },
     }),
-    {
-      provide: USE_LEGACY_MEDIA_COMPONENT,
-      useValue: false,
-    },
   ],
   bootstrap: [StorefrontComponent],
 })
diff --git a/projects/storefrontapp/src/app/spartacus/spartacus-features.module.ts b/projects/storefrontapp/src/app/spartacus/spartacus-features.module.ts
index 49b896e9cdc..766e942f566 100644
--- a/projects/storefrontapp/src/app/spartacus/spartacus-features.module.ts
+++ b/projects/storefrontapp/src/app/spartacus/spartacus-features.module.ts
@@ -376,11 +376,13 @@ if (environment.cpq) {
         a11yDialogTriggerRefocus: true,
         a11yAddToWishlistFocus: true,
         a11ySearchBoxFocusOnEscape: true,
+        a11yViewHoursButtonIconContrast: true,
         cmsBottomHeaderSlotUsingFlexStyles: true,
         useSiteThemeService: false,
         enableConsecutiveCharactersPasswordRequirement: true,
         enablePasswordsCannotMatchInPasswordUpdateForm: true,
         allPageMetaResolversEnabledInCsr: true,
+        useExtendedMediaComponentConfiguration: true,
       };
       return appFeatureToggles;
     }),
diff --git a/projects/storefrontlib/cms-components/content/banner/banner.component.html b/projects/storefrontlib/cms-components/content/banner/banner.component.html
index f8bb4414150..9eed7874396 100644
--- a/projects/storefrontlib/cms-components/content/banner/banner.component.html
+++ b/projects/storefrontlib/cms-components/content/banner/banner.component.html
@@ -10,7 +10,15 @@
       >
       </cx-generic-link>
       <p class="headline" *ngIf="data.headline" [innerHTML]="data.headline"></p>
-      <cx-media [container]="getImage(data)"></cx-media>
+      <cx-media
+        *cxFeature="'useExtendedMediaComponentConfiguration'"
+        [container]="getImage(data)"
+        [elementType]="'picture'"
+      ></cx-media>
+      <cx-media
+        *cxFeature="'!useExtendedMediaComponentConfiguration'"
+        [container]="getImage(data)"
+      ></cx-media>
       <p class="content" *ngIf="data.content" [innerHTML]="data.content"></p>
     </ng-container>
   </ng-container>
@@ -21,14 +29,30 @@
       [target]="getTarget(data)"
     >
       <p class="headline" *ngIf="data.headline" [innerHTML]="data.headline"></p>
-      <cx-media [container]="getImage(data)"></cx-media>
+      <cx-media
+        *cxFeature="'useExtendedMediaComponentConfiguration'"
+        [container]="getImage(data)"
+        [elementType]="'picture'"
+      ></cx-media>
+      <cx-media
+        *cxFeature="'!useExtendedMediaComponentConfiguration'"
+        [container]="getImage(data)"
+      ></cx-media>
       <p class="content" *ngIf="data.content" [innerHTML]="data.content"></p>
     </cx-generic-link>
   </ng-container>
   <ng-container *ngIf="!routerLink">
     <div class="no-link">
       <p class="headline" *ngIf="data.headline" [innerHTML]="data.headline"></p>
-      <cx-media [container]="getImage(data)"></cx-media>
+      <cx-media
+        *cxFeature="'useExtendedMediaComponentConfiguration'"
+        [container]="getImage(data)"
+        [elementType]="'picture'"
+      ></cx-media>
+      <cx-media
+        *cxFeature="'!useExtendedMediaComponentConfiguration'"
+        [container]="getImage(data)"
+      ></cx-media>
       <p class="content" *ngIf="data.content" [innerHTML]="data.content"></p>
     </div>
   </ng-container>
diff --git a/projects/storefrontlib/cms-components/content/banner/banner.component.spec.ts b/projects/storefrontlib/cms-components/content/banner/banner.component.spec.ts
index 7a94df364cc..73a1b2f919c 100644
--- a/projects/storefrontlib/cms-components/content/banner/banner.component.spec.ts
+++ b/projects/storefrontlib/cms-components/content/banner/banner.component.spec.ts
@@ -12,6 +12,7 @@ import {
   SemanticPathService,
   UrlCommand,
 } from '@spartacus/core';
+import { MockFeatureDirective } from 'projects/storefrontlib/shared/test/mock-feature-directive';
 import { BehaviorSubject, Observable, of } from 'rxjs';
 import { CmsComponentData } from '../../../cms-structure/page/model/cms-component-data';
 import { GenericLinkComponent } from '../../../shared/components/generic-link/generic-link.component';
@@ -81,7 +82,12 @@ describe('BannerComponent', () => {
   beforeEach(() => {
     TestBed.configureTestingModule({
       imports: [RouterTestingModule, FeaturesConfigModule],
-      declarations: [BannerComponent, MockMediaComponent, GenericLinkComponent],
+      declarations: [
+        BannerComponent,
+        MockMediaComponent,
+        GenericLinkComponent,
+        MockFeatureDirective,
+      ],
       providers: [
         {
           provide: CmsComponentData,
diff --git a/projects/storefrontlib/cms-components/misc/message/message.component.html b/projects/storefrontlib/cms-components/misc/message/message.component.html
index 8a15457805f..9a95f384e54 100644
--- a/projects/storefrontlib/cms-components/misc/message/message.component.html
+++ b/projects/storefrontlib/cms-components/misc/message/message.component.html
@@ -103,6 +103,7 @@
         (click)="closeMessage.emit()"
         [attr.aria-label]="'common.close' | cxTranslate"
         [cxAtMessage]="'common.close' | cxTranslate"
+        title="{{ 'common.close' | cxTranslate }}"
         class="close"
         type="button"
       >
diff --git a/projects/storefrontlib/cms-components/navigation/search-box/search-box.component.html b/projects/storefrontlib/cms-components/navigation/search-box/search-box.component.html
index 54628734857..00f34cd74cc 100644
--- a/projects/storefrontlib/cms-components/navigation/search-box/search-box.component.html
+++ b/projects/storefrontlib/cms-components/navigation/search-box/search-box.component.html
@@ -63,7 +63,7 @@
   class="results"
   id="results"
   (click)="close($any($event), true)"
-  role="dialog"
+  role="listbox"
   [class.no-headers]="
     !isEnabledFeature(searchBoxFeatures.RECENT_SEARCHES_FEATURE) &&
     !isEnabledFeature(searchBoxFeatures.TRENDING_SEARCHES_FEATURE) &&
diff --git a/projects/storefrontlib/cms-components/product/product-tabs/product-reviews/product-reviews.component.html b/projects/storefrontlib/cms-components/product/product-tabs/product-reviews/product-reviews.component.html
index f803ce75ed7..288488d4790 100644
--- a/projects/storefrontlib/cms-components/product/product-tabs/product-reviews/product-reviews.component.html
+++ b/projects/storefrontlib/cms-components/product/product-tabs/product-reviews/product-reviews.component.html
@@ -208,6 +208,7 @@ <h3>{{ 'productReview.overallRating' | cxTranslate }}</h3>
 <ng-template #requiredAsterisk>
   <abbr
     *cxFeature="'a11yRequiredAsterisks'"
+    aria-hidden="true"
     class="text-decoration-none"
     title="{{ 'common.required' | cxTranslate }}"
     >*</abbr
diff --git a/projects/storefrontlib/recipes/config/default-media.config.ts b/projects/storefrontlib/recipes/config/default-media.config.ts
index 0df19d9ea29..eb64a90671f 100644
--- a/projects/storefrontlib/recipes/config/default-media.config.ts
+++ b/projects/storefrontlib/recipes/config/default-media.config.ts
@@ -18,4 +18,19 @@ export const mediaConfig: MediaConfig = {
     product: { width: 284 },
     zoom: { width: 515 },
   },
+  pictureElementFormats: {
+    mobile: {
+      mediaQueries: '(max-width: 767px)',
+    },
+    tablet: {
+      mediaQueries: '(min-width: 768px) and (max-width: 1024px)',
+    },
+    desktop: {
+      mediaQueries: '(min-width: 1025px) and (max-width: 1439px)',
+    },
+    widescreen: {
+      mediaQueries: '(min-width: 1440px)',
+    },
+  },
+  pictureFormatsOrder: ['widescreen', 'desktop', 'tablet', 'mobile'],
 };
diff --git a/projects/storefrontlib/shared/components/item-counter/item-counter.component.html b/projects/storefrontlib/shared/components/item-counter/item-counter.component.html
index abf99b30313..6a3fd29b2a1 100644
--- a/projects/storefrontlib/shared/components/item-counter/item-counter.component.html
+++ b/projects/storefrontlib/shared/components/item-counter/item-counter.component.html
@@ -21,6 +21,7 @@
   (keyup.enter)="updateValue()"
   [cxFocus]="{ key: 'qty' }"
   attr.aria-label="{{ 'itemCounter.quantity' | cxTranslate }}"
+  [attr.aria-describedby]="ariaDescribedById"
 />
 <button
   type="button"
diff --git a/projects/storefrontlib/shared/components/item-counter/item-counter.component.ts b/projects/storefrontlib/shared/components/item-counter/item-counter.component.ts
index 7b764980869..52979e21310 100644
--- a/projects/storefrontlib/shared/components/item-counter/item-counter.component.ts
+++ b/projects/storefrontlib/shared/components/item-counter/item-counter.component.ts
@@ -65,6 +65,12 @@ export class ItemCounterComponent implements OnInit, OnDestroy {
    */
   @Input() allowZero = false;
 
+  /**
+   * ID of the element associated with the number input,
+   * so it gets narrated by a screen reader
+   */
+  @Input() ariaDescribedById: string = '';
+
   /**
    * In readonly mode the item counter will only be shown as a label,
    * the form controls are not rendered.
diff --git a/projects/storefrontlib/shared/components/media/media.component.html b/projects/storefrontlib/shared/components/media/media.component.html
index 50d303c2214..e4bcac48030 100644
--- a/projects/storefrontlib/shared/components/media/media.component.html
+++ b/projects/storefrontlib/shared/components/media/media.component.html
@@ -1,36 +1,85 @@
 <ng-container *ngIf="!!media">
-  <picture *ngIf="media.srcset && !isLegacy; else legacyImgTmp">
-    <source
-      *ngFor="
-        let source of media!.srcset! | cxMediaSources;
-        trackBy: trackByMedia
+  <ng-container *cxFeature="'useExtendedMediaComponentConfiguration'">
+    <picture
+      *ngIf="
+        !!media?.sources?.length && elementType !== 'img';
+        else imageElementTmp
       "
-      [srcset]="source.srcset"
-      [media]="source.media"
-    />
+    >
+      <source
+        *ngFor="let source of media.sources; trackBy: trackByMedia"
+        [media]="source.media"
+        [srcset]="source.srcset"
+        [attr.width]="source.width"
+        [attr.height]="source.height"
+      />
 
-    <img
-      [loading]="loading"
-      [alt]="media.alt"
-      [title]="media.alt"
-      [src]="media.src"
-      [attr.role]="media.role"
-      (load)="loadHandler()"
-      (error)="errorHandler()"
-    />
-  </picture>
+      <img
+        [loading]="loading"
+        [alt]="media.alt"
+        [title]="media.alt"
+        [src]="media.src"
+        [attr.role]="media.role"
+        [attr.width]="width"
+        [attr.height]="height"
+        [attr.sizes]="sizes"
+        (load)="loadHandler()"
+        (error)="errorHandler()"
+      />
+    </picture>
 
-  <ng-template #legacyImgTmp>
-    <img
-      *ngIf="media.src"
-      [loading]="loading"
-      [alt]="media.alt"
-      [title]="media.alt"
-      [src]="media.src"
-      [srcset]="media?.srcset || media.src"
-      [attr.role]="media.role"
-      (load)="loadHandler()"
-      (error)="errorHandler()"
-    />
-  </ng-template>
+    <ng-template #imageElementTmp>
+      <img
+        *ngIf="media.src"
+        [loading]="loading"
+        [alt]="media.alt"
+        [title]="media.alt"
+        [src]="media.src"
+        [srcset]="media.srcset || media.src"
+        [attr.role]="media.role"
+        [attr.width]="width"
+        [attr.height]="height"
+        [attr.sizes]="sizes"
+        (load)="loadHandler()"
+        (error)="errorHandler()"
+      />
+    </ng-template>
+  </ng-container>
+
+  <ng-container *cxFeature="'!useExtendedMediaComponentConfiguration'">
+    <picture *ngIf="media.srcset && !isLegacy; else legacyImgTmp">
+      <source
+        *ngFor="
+          let source of media!.srcset! | cxMediaSources;
+          trackBy: trackByMedia
+        "
+        [srcset]="source.srcset"
+        [media]="source.media"
+      />
+
+      <img
+        [loading]="loading"
+        [alt]="media.alt"
+        [title]="media.alt"
+        [src]="media.src"
+        [attr.role]="media.role"
+        (load)="loadHandler()"
+        (error)="errorHandler()"
+      />
+    </picture>
+
+    <ng-template #legacyImgTmp>
+      <img
+        *ngIf="media.src"
+        [loading]="loading"
+        [alt]="media.alt"
+        [title]="media.alt"
+        [src]="media.src"
+        [srcset]="media?.srcset || media.src"
+        [attr.role]="media.role"
+        (load)="loadHandler()"
+        (error)="errorHandler()"
+      />
+    </ng-template>
+  </ng-container>
 </ng-container>
diff --git a/projects/storefrontlib/shared/components/media/media.component.spec.ts b/projects/storefrontlib/shared/components/media/media.component.spec.ts
index 9a5595add2f..adc3664f44c 100644
--- a/projects/storefrontlib/shared/components/media/media.component.spec.ts
+++ b/projects/storefrontlib/shared/components/media/media.component.spec.ts
@@ -1,13 +1,50 @@
-import { Pipe, PipeTransform } from '@angular/core';
+import {
+  Directive,
+  Input,
+  Pipe,
+  PipeTransform,
+  TemplateRef,
+  ViewContainerRef,
+  inject,
+} from '@angular/core';
 import { TestBed } from '@angular/core/testing';
 import { By } from '@angular/platform-browser';
+
+import { InjectionToken } from '@angular/core';
+import { FeatureConfigService } from '@spartacus/core';
 import { MediaComponent } from './media.component';
 import { ImageLoadingStrategy, Media } from './media.model';
 import { MediaService } from './media.service';
 import { USE_LEGACY_MEDIA_COMPONENT } from './media.token';
 
+const IS_CONFIGURABLE_MEDIA_COMPONENT = new InjectionToken<boolean>(
+  'IS_CONFIGURABLE_MEDIA_COMPONENT'
+);
+
 const mediaUrl = 'mockProductImageUrl.jpg';
 
+@Directive({
+  selector: '[cxFeature]',
+})
+export class MockFeatureDirective {
+  protected templateRef = inject(TemplateRef<any>);
+  protected viewContainer = inject(ViewContainerRef);
+  protected isConfigurableMediaComponent = inject(
+    IS_CONFIGURABLE_MEDIA_COMPONENT
+  );
+
+  @Input() set cxFeature(_feature: string) {
+    const featureIncludesExclamation = _feature.toString().includes('!');
+    const shouldCreateView =
+      (featureIncludesExclamation && !this.isConfigurableMediaComponent) ||
+      (!featureIncludesExclamation && this.isConfigurableMediaComponent);
+
+    if (shouldCreateView) {
+      this.viewContainer.createEmbeddedView(this.templateRef);
+    }
+  }
+}
+
 @Pipe({
   name: 'cxMediaSources',
 })
@@ -35,10 +72,16 @@ export class MockMediaSourcesPipe implements PipeTransform {
 }
 
 class MockMediaService {
-  srcset: string | undefined;
+  srcset: any;
+  useExtendedMediaComponentConfiguration: boolean;
 
-  constructor(srcset?: string) {
+  constructor(
+    srcset: string | null,
+    useExtendedMediaComponentConfiguration: boolean
+  ) {
     this.srcset = srcset;
+    this.useExtendedMediaComponentConfiguration =
+      useExtendedMediaComponentConfiguration;
   }
 
   getMedia(media: any): Media {
@@ -48,6 +91,34 @@ class MockMediaService {
       alt: undefined,
     };
   }
+  getMediaForPictureElement(media: any): Media | undefined {
+    return {
+      src: media ? media.product.url : undefined,
+      srcset: this.srcset,
+      alt: undefined,
+      sources: [
+        {
+          srcset: 'test.url',
+          media: '',
+          width: undefined,
+          height: undefined,
+        },
+      ],
+    };
+  }
+
+  getMediaBasedOnHTMLElementType(
+    elementType: 'img' | 'picture',
+    mediaContainer?: any
+  ) {
+    const shouldGetMediaForPictureElement =
+      this.useExtendedMediaComponentConfiguration && elementType !== 'img';
+
+    return shouldGetMediaForPictureElement
+      ? this.getMediaForPictureElement(mediaContainer)
+      : this.getMedia(mediaContainer);
+  }
+
   getMissingImage() {
     return {
       src: 'missing.jpg',
@@ -64,52 +135,129 @@ const mockImageContainer = {
 
 const mockMissingImageContainer = undefined;
 
+class MockFeatureConfigService {
+  isEnabled() {
+    return true;
+  }
+}
+
 function configureTestingModule(
   mockMediaService: MockMediaService,
-  isLegacy: boolean = true
+  isLegacy: boolean = true,
+  isConfigurableMediaComponent = false
 ): void {
   TestBed.configureTestingModule({
-    declarations: [MediaComponent, MockMediaSourcesPipe],
+    declarations: [MediaComponent, MockMediaSourcesPipe, MockFeatureDirective],
     providers: [
       { provide: MediaService, useValue: mockMediaService },
       {
         provide: USE_LEGACY_MEDIA_COMPONENT,
         useValue: isLegacy,
       },
+      {
+        provide: IS_CONFIGURABLE_MEDIA_COMPONENT,
+        useValue: isConfigurableMediaComponent,
+      },
+      {
+        provide: FeatureConfigService,
+        useClass: MockFeatureConfigService,
+      },
     ],
   }).compileComponents();
 }
 
-function createComponent() {
+function createComponent(elementType: 'picture' | 'img' = 'img') {
   const service = TestBed.inject(MediaService);
   const fixture = TestBed.createComponent(MediaComponent);
   const component = fixture.componentInstance;
+  const getMediaSpy = spyOn(service, 'getMedia').and.callThrough();
+  const getMediaForPictureElementSpy = spyOn(
+    service,
+    'getMediaForPictureElement'
+  ).and.callThrough();
+  const getMediaBasedOnHTMLElementType = spyOn(
+    service,
+    'getMediaBasedOnHTMLElementType'
+  ).and.callThrough();
 
   component.container = mockImageContainer;
 
+  component.elementType = elementType;
+
   component.ngOnChanges();
   fixture.detectChanges();
 
-  return { service, fixture, component };
+  return {
+    service,
+    fixture,
+    component,
+    getMediaSpy,
+    getMediaForPictureElementSpy,
+    getMediaBasedOnHTMLElementType,
+  };
 }
 
 describe('MediaComponent', () => {
+  describe('with enabled useExtendedMediaComponentConfiguration', () => {
+    it('should have picture element if elementType is `picture`', () => {
+      configureTestingModule(new MockMediaService('srcset', true), false, true);
+      const { fixture } = createComponent('picture');
+
+      const picture = fixture.debugElement.query(By.css('picture'));
+
+      expect(picture).not.toBeNull();
+    });
+
+    it('should not have picture element if elementType is `img`', () => {
+      configureTestingModule(new MockMediaService('srcset', true), false, true);
+      const { fixture } = createComponent();
+
+      const picture = fixture.debugElement.query(By.css('picture'));
+
+      expect(picture).toBeNull();
+    });
+
+    it('should call getMediaBasedOnHTMLElementType() method from service', () => {
+      configureTestingModule(new MockMediaService('srcset', true), false, true);
+      const { getMediaSpy } = createComponent();
+
+      expect(getMediaSpy).toHaveBeenCalled();
+    });
+
+    it('should call getMediaForPictureElement() method from service if elementType is `picture`', () => {
+      configureTestingModule(new MockMediaService('srcset', true), false, true);
+      const { getMediaForPictureElementSpy, getMediaSpy } =
+        createComponent('picture');
+
+      expect(getMediaForPictureElementSpy).toHaveBeenCalled();
+      expect(getMediaSpy).not.toHaveBeenCalled();
+    });
+
+    it('should call getMedia() method from service if elementType is `img`', () => {
+      configureTestingModule(new MockMediaService('srcset', true), false, true);
+      const { getMediaForPictureElementSpy, getMediaSpy } = createComponent();
+
+      expect(getMediaForPictureElementSpy).not.toHaveBeenCalled();
+      expect(getMediaSpy).toHaveBeenCalled();
+    });
+  });
+
   it('should create', () => {
-    configureTestingModule(new MockMediaService());
+    configureTestingModule(new MockMediaService(null, false));
     const { component } = createComponent();
 
     expect(component).toBeTruthy();
   });
 
   it('should create media object with valid image url', () => {
-    configureTestingModule(new MockMediaService());
+    configureTestingModule(new MockMediaService(null, false));
     const { component } = createComponent();
 
     expect(component?.media?.src).toEqual(mediaUrl);
   });
 
   it('should update the img element with image url', () => {
-    configureTestingModule(new MockMediaService());
+    configureTestingModule(new MockMediaService(null, false));
     const { fixture } = createComponent();
 
     expect(
@@ -120,7 +268,7 @@ describe('MediaComponent', () => {
   });
 
   it('should not contain the loading attribute for the image element', () => {
-    configureTestingModule(new MockMediaService());
+    configureTestingModule(new MockMediaService(null, false));
     const { fixture } = createComponent();
 
     const el: HTMLElement = <HTMLImageElement>(
@@ -132,7 +280,7 @@ describe('MediaComponent', () => {
   });
 
   it('should contain loading="lazy" for the image element', () => {
-    configureTestingModule(new MockMediaService());
+    configureTestingModule(new MockMediaService(null, false));
     const { service } = createComponent();
 
     spyOnProperty(service, 'loadingStrategy').and.returnValue(
@@ -150,7 +298,7 @@ describe('MediaComponent', () => {
   });
 
   it('should contain is-loading classes while loading', () => {
-    configureTestingModule(new MockMediaService());
+    configureTestingModule(new MockMediaService(null, false));
     const { fixture } = createComponent();
 
     expect(
@@ -159,7 +307,7 @@ describe('MediaComponent', () => {
   });
 
   it('should update classes when loaded', () => {
-    configureTestingModule(new MockMediaService());
+    configureTestingModule(new MockMediaService(null, false));
     const { fixture } = createComponent();
 
     const load = new UIEvent('load');
@@ -176,15 +324,15 @@ describe('MediaComponent', () => {
   });
 
   it('should have is-missing class when there is no image', () => {
-    configureTestingModule(new MockMediaService());
-    const { service, fixture, component } = createComponent();
+    configureTestingModule(new MockMediaService(null, false));
+    const { fixture, component, getMediaSpy } = createComponent();
 
     component.container = mockImageContainer;
 
     component.ngOnChanges();
     fixture.detectChanges();
 
-    spyOn(service, 'getMedia').and.returnValue(null);
+    getMediaSpy.and.returnValue(null);
     component.container = mockMissingImageContainer;
 
     component.ngOnChanges();
@@ -196,7 +344,7 @@ describe('MediaComponent', () => {
   });
 
   it('should not have picture element if there is no srcset in media', () => {
-    configureTestingModule(new MockMediaService());
+    configureTestingModule(new MockMediaService(null, false));
     const { fixture } = createComponent();
 
     const picture = fixture.debugElement.query(By.css('picture'));
@@ -205,7 +353,7 @@ describe('MediaComponent', () => {
   });
 
   it('should have picture element if there is srcset in media', () => {
-    configureTestingModule(new MockMediaService('srcset'), false);
+    configureTestingModule(new MockMediaService('srcset', false), false);
     const { fixture } = createComponent();
 
     const picture = fixture.debugElement.query(By.css('picture'));
@@ -214,7 +362,7 @@ describe('MediaComponent', () => {
   });
 
   it('should not have picture element if there is srcset in media but isLegacy mode', () => {
-    configureTestingModule(new MockMediaService('srcset'));
+    configureTestingModule(new MockMediaService('srcset', false));
     const { fixture } = createComponent();
 
     const picture = fixture.debugElement.query(By.css('picture'));
diff --git a/projects/storefrontlib/shared/components/media/media.component.ts b/projects/storefrontlib/shared/components/media/media.component.ts
index 1df9612fc95..7f549a3509d 100644
--- a/projects/storefrontlib/shared/components/media/media.component.ts
+++ b/projects/storefrontlib/shared/components/media/media.component.ts
@@ -61,6 +61,41 @@ export class MediaComponent implements OnChanges {
    */
   @Input() loading: ImageLoadingStrategy | null = this.loadingStrategy;
 
+  /**
+   * Works only when `useExtendedMediaComponentConfiguration` toggle is true
+   *
+   * @default img
+   */
+  @Input() elementType: 'img' | 'picture' = 'img';
+
+  /**
+   * The intrinsic width of the image, in pixels
+   *
+   * Works only when `useExtendedMediaComponentConfiguration` toggle is true
+   */
+  @Input() width: number;
+
+  /**
+   * The intrinsic height of the image, in pixels
+   *
+   * Works only when `useExtendedMediaComponentConfiguration` toggle is true
+   */
+  @Input() height: number;
+
+  /**
+   * Specifies the sizes attribute for responsive images.
+   *
+   * The `sizes` attribute describes the layout width of the image for various viewport sizes.
+   * It helps the browser determine which image to download from the `srcset` attribute.
+   *
+   * - The sizes attribute is defined using media queries.
+   * - It allows specifying different sizes for various screen widths or other conditions (e.g., device orientation).
+   * - The browser uses the value to pick the most appropriate image source from the `srcset`.
+   *
+   * Works only when `useExtendedMediaComponentConfiguration` toggle is true
+   */
+  @Input() sizes: string;
+
   /**
    * Once the media is loaded, we emit an event.
    */
@@ -95,6 +130,13 @@ export class MediaComponent implements OnChanges {
   protected trackByMedia: TrackByFunction<HTMLSourceElement> = (_, item) =>
     item.media;
 
+  /**
+   * @deprecated since 2211.30. It will be eventually removed in the future
+   *
+   * To use `img` HTML element instead of `picture`
+   * use `useExtendedMediaComponentConfiguration` feature flag
+   * and pass `[elementType]="'img'"` input to the component
+   */
   protected isLegacy =
     inject(USE_LEGACY_MEDIA_COMPONENT, { optional: true }) ||
     (inject(Config) as any)['useLegacyMediaComponent'] ||
@@ -110,12 +152,14 @@ export class MediaComponent implements OnChanges {
    * Creates the `Media` object
    */
   protected create(): void {
-    this.media = this.mediaService.getMedia(
+    this.media = this.mediaService.getMediaBasedOnHTMLElementType(
+      this.elementType,
       this.container instanceof Array ? this.container[0] : this.container,
       this.format,
       this.alt,
       this.role
     );
+
     if (!this.media?.src) {
       this.handleMissing();
     }
diff --git a/projects/storefrontlib/shared/components/media/media.config.ts b/projects/storefrontlib/shared/components/media/media.config.ts
index db5a428d457..6b899b8264e 100644
--- a/projects/storefrontlib/shared/components/media/media.config.ts
+++ b/projects/storefrontlib/shared/components/media/media.config.ts
@@ -6,7 +6,11 @@
 
 import { Injectable } from '@angular/core';
 import { Config } from '@spartacus/core';
-import { ImageLoadingStrategy, MediaFormatSize } from './media.model';
+import {
+  ImageLoadingStrategy,
+  MediaFormatSize,
+  PictureElementQueries,
+} from './media.model';
 
 /**
  * Provides configuration specific to Media, such as images. This is used to optimize
@@ -29,6 +33,33 @@ export abstract class MediaConfig {
     [format: string]: MediaFormatSize;
   };
 
+  /**
+   * Picture element configuration holds the media queries assigned to
+   * a format.
+   * The order of formats matters.
+   * <source> elements in <picture> will be sorted based on this order.
+   * This is necessary because the browser evaluates each
+   * <source> element in order and uses the first one that matches.
+   */
+  pictureElementFormats?: {
+    [format: string]: {
+      mediaQueries?: PictureElementQueries;
+      width?: number;
+      height?: number;
+    };
+  };
+
+  /**
+   * Used to specify the order of formats.
+   * <source> elements in <picture> will be sorted based on this order.
+   * This is necessary because the browser evaluates each
+   * <source> element in order and uses the first one that matches.
+   *
+   * @example
+   * ['mobile', 'tablet', 'desktop']
+   */
+  pictureFormatsOrder?: string[];
+
   /**
    * Indicates how the browser should load the image. There's only one
    * global strategy for all media cross media in Spartacus.
@@ -42,6 +73,7 @@ export abstract class MediaConfig {
   imageLoadingStrategy?: ImageLoadingStrategy;
 
   /**
+   * @deprecated since 2211.30. It will be eventually removed in the future
    * As of v7.0, Spartacus started using the <picture> element by default when a srcset is available.
    *
    * See https://developer.mozilla.org/en-US/docs/Web/HTML/Element/picture for more
diff --git a/projects/storefrontlib/shared/components/media/media.model.ts b/projects/storefrontlib/shared/components/media/media.model.ts
index 5bfbef423dd..a4a0d04402f 100644
--- a/projects/storefrontlib/shared/components/media/media.model.ts
+++ b/projects/storefrontlib/shared/components/media/media.model.ts
@@ -29,6 +29,21 @@ export interface Media {
    * readers or magnifiers
    */
   role?: string;
+
+  /**
+   * The sources holds a list of source element for picture html element
+   */
+  sources?: PictureHTMLElementSources[];
+
+  /**
+   * Specifies the intrinsic width of the image in pixels. Allowed if the parent of `<source>` is a `<picture>`
+   */
+  width?: number;
+
+  /**
+   * Specifies the intrinsic height of the image in pixels. Allowed if the parent of `<source>` is a `<picture>`
+   */
+  height?: number;
 }
 
 /**
@@ -51,6 +66,22 @@ export interface MediaFormatSize {
   width?: number;
 }
 
+/**
+ * Specifies media queries that can be used to generate information for the
+ * browser to resolve the right media for the right layout or device.
+ *
+ * You can check available queries in official docs
+ * https://developer.mozilla.org/en-US/docs/Web/CSS/CSS_media_queries
+ */
+export type PictureElementQueries = string;
+
+export interface PictureHTMLElementSources {
+  srcset: string;
+  media: string;
+  width: number | undefined;
+  height: number | undefined;
+}
+
 /**
  * Indicates how the browser should load the image.
  *
diff --git a/projects/storefrontlib/shared/components/media/media.module.ts b/projects/storefrontlib/shared/components/media/media.module.ts
index e2fa182bb0d..6f8156a6493 100644
--- a/projects/storefrontlib/shared/components/media/media.module.ts
+++ b/projects/storefrontlib/shared/components/media/media.module.ts
@@ -6,11 +6,12 @@
 
 import { CommonModule } from '@angular/common';
 import { ModuleWithProviders, NgModule } from '@angular/core';
+import { FeaturesConfigModule } from '@spartacus/core';
 import { MediaSourcesPipe } from './media-sources.pipe';
 import { MediaComponent } from './media.component';
 
 @NgModule({
-  imports: [CommonModule],
+  imports: [CommonModule, FeaturesConfigModule],
   declarations: [MediaComponent, MediaSourcesPipe],
   exports: [MediaComponent],
 })
diff --git a/projects/storefrontlib/shared/components/media/media.service.spec.ts b/projects/storefrontlib/shared/components/media/media.service.spec.ts
index b45c825ee90..8b9dc5d2b14 100644
--- a/projects/storefrontlib/shared/components/media/media.service.spec.ts
+++ b/projects/storefrontlib/shared/components/media/media.service.spec.ts
@@ -24,6 +24,22 @@ const MockStorefrontConfig: Config = {
       width: 1,
     },
   },
+  pictureElementFormats: {
+    format400: {
+      mediaQueries:
+        '(max-width: 768px) and (-webkit-min-device-pixel-ratio: 3)',
+    },
+    format200: {
+      mediaQueries: '(min-width: 768px) and (max-width: 1024px)',
+    },
+    format600: {
+      mediaQueries: '(min-width: 1025px) and (max-width: 1439px)',
+    },
+    format1: {
+      mediaQueries: '(min-width: 1440px)',
+    },
+  },
+  pictureFormatsOrder: ['format1', 'format200', 'format400', 'format600'],
 };
 
 const mockUnknownMediaContainer = {
@@ -91,13 +107,7 @@ describe('MediaService', () => {
     let mediaService: MediaService;
 
     beforeEach(() => {
-      TestBed.configureTestingModule({
-        providers: [
-          MediaService,
-          { provide: Config, useValue: MockStorefrontConfig },
-          { provide: LayoutConfig, useValue: {} },
-        ],
-      });
+      configureTestingModule(MockStorefrontConfig);
       mediaService = TestBed.inject(MediaService);
     });
 
@@ -105,11 +115,10 @@ describe('MediaService', () => {
       expect(mediaService).toBeTruthy();
     });
 
-    describe('getMedia', () => {
+    describe('get media methods', () => {
       it('should return undefined if no mediaContainer', () => {
-        const result = mediaService.getMedia();
-
-        expect(result).toBeUndefined();
+        expect(mediaService.getMedia()).toBeUndefined();
+        expect(mediaService.getMediaForPictureElement()).toBeUndefined();
       });
 
       describe('without format', () => {
@@ -117,26 +126,41 @@ describe('MediaService', () => {
           expect(mediaService.getMedia(mockBestFormatMediaContainer)?.src).toBe(
             'base:format-600.url'
           );
+          expect(
+            mediaService.getMediaForPictureElement(mockBestFormatMediaContainer)
+              ?.src
+          ).toBe('base:format-600.url');
         });
 
         it('should return the first media if there is no configured format', () => {
           expect(mediaService.getMedia(mockUnknownMediaContainer)?.src).toBe(
             'base:random1.url'
           );
+          expect(
+            mediaService.getMediaForPictureElement(mockUnknownMediaContainer)
+              ?.src
+          ).toBe('base:random1.url');
         });
 
         it('should return media', () => {
           expect(mediaService.getMedia(mockMedia)?.src).toBe('base:media.url');
+          expect(mediaService.getMediaForPictureElement(mockMedia)?.src).toBe(
+            'base:media.url'
+          );
         });
 
         it('should not return src if there are no medias in the container', () => {
           expect(mediaService.getMedia({})?.src).toBeFalsy();
+          expect(mediaService.getMediaForPictureElement({})?.src).toBeFalsy();
         });
 
         it('should not return src if there is no media url', () => {
           expect(
             mediaService.getMedia({ altText: 'whatever' })?.src
           ).toBeFalsy();
+          expect(
+            mediaService.getMediaForPictureElement({ altText: 'whatever' })?.src
+          ).toBeFalsy();
         });
       });
 
@@ -145,6 +169,9 @@ describe('MediaService', () => {
           expect(mediaService.getMedia(mockMedia, 'any')?.src).toBe(
             'base:media.url'
           );
+          expect(
+            mediaService.getMediaForPictureElement(mockMedia, 'any')?.src
+          ).toBe('base:media.url');
         });
 
         it('should return media for format', () => {
@@ -152,24 +179,48 @@ describe('MediaService', () => {
             mediaService.getMedia(mockBestFormatMediaContainer, 'format400')
               ?.src
           ).toBe('base:format-400.url');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockBestFormatMediaContainer,
+              'format400'
+            )?.src
+          ).toBe('base:format-400.url');
         });
 
         it('should return best media for unknown format', () => {
           expect(
             mediaService.getMedia(mockBestFormatMediaContainer, 'unknown')?.src
           ).toBe('base:format-600.url');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockBestFormatMediaContainer,
+              'unknown'
+            )?.src
+          ).toBe('base:format-600.url');
         });
 
         it('should return random media for unknown format and unknown media formats', () => {
           expect(
             mediaService.getMedia(mockUnknownMediaContainer, 'unknown')?.src
           ).toBe('base:random1.url');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockUnknownMediaContainer,
+              'unknown'
+            )?.src
+          ).toBe('base:random1.url');
         });
 
         it('should not return src if the media container does not contain a url', () => {
           expect(
             mediaService.getMedia({ cont: { format: 'xyz' } }, 'xyz')?.src
           ).toBeFalsy();
+          expect(
+            mediaService.getMediaForPictureElement(
+              { cont: { format: 'xyz' } },
+              'xyz'
+            )?.src
+          ).toBeFalsy();
         });
       });
 
@@ -178,12 +229,19 @@ describe('MediaService', () => {
           expect(mediaService.getMedia(mockMedia)?.alt).toBe(
             'alt text for media'
           );
+          expect(mediaService.getMediaForPictureElement(mockMedia)?.alt).toBe(
+            'alt text for media'
+          );
         });
 
         it('should return alt text for best media', () => {
           expect(mediaService.getMedia(mockBestFormatMediaContainer)?.alt).toBe(
             'alt text for format-600'
           );
+          expect(
+            mediaService.getMediaForPictureElement(mockBestFormatMediaContainer)
+              ?.alt
+          ).toBe('alt text for format-600');
         });
 
         it('should return alt text for specific format', () => {
@@ -191,18 +249,36 @@ describe('MediaService', () => {
             mediaService.getMedia(mockBestFormatMediaContainer, 'format400')
               ?.alt
           ).toBe('alt text for format-400');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockBestFormatMediaContainer,
+              'format400'
+            )?.alt
+          ).toBe('alt text for format-400');
         });
 
         it('should return alt text for best format', () => {
           expect(
             mediaService.getMedia(mockBestFormatMediaContainer, 'unknown')?.alt
           ).toBe('alt text for format-600');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockBestFormatMediaContainer,
+              'unknown'
+            )?.alt
+          ).toBe('alt text for format-600');
         });
 
         it('should return alt text for random format', () => {
           expect(
             mediaService.getMedia(mockUnknownMediaContainer, 'unknown')?.alt
           ).toBe('alt text for unknown-1');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockUnknownMediaContainer,
+              'unknown'
+            )?.alt
+          ).toBe('alt text for unknown-1');
         });
 
         it('should return given alt text', () => {
@@ -213,18 +289,32 @@ describe('MediaService', () => {
               'custom alt'
             )?.alt
           ).toEqual('custom alt');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockBestFormatMediaContainer,
+              'format400',
+              'custom alt'
+            )?.alt
+          ).toEqual('custom alt');
         });
       });
 
       describe('role', () => {
         it('should return role for media', () => {
           expect(mediaService.getMedia(mockMedia)?.role).toBe('presentation');
+          expect(mediaService.getMediaForPictureElement(mockMedia)?.role).toBe(
+            'presentation'
+          );
         });
 
         it('should return role for best media', () => {
           expect(
             mediaService.getMedia(mockBestFormatMediaContainer)?.role
           ).toBe('presentation');
+          expect(
+            mediaService.getMediaForPictureElement(mockBestFormatMediaContainer)
+              ?.role
+          ).toBe('presentation');
         });
 
         it('should return role for specific format', () => {
@@ -232,18 +322,36 @@ describe('MediaService', () => {
             mediaService.getMedia(mockBestFormatMediaContainer, 'format400')
               ?.role
           ).toBe('presentation');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockBestFormatMediaContainer,
+              'format400'
+            )?.role
+          ).toBe('presentation');
         });
 
         it('should return role for best format', () => {
           expect(
             mediaService.getMedia(mockBestFormatMediaContainer, 'unknown')?.role
           ).toBe('presentation');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockBestFormatMediaContainer,
+              'unknown'
+            )?.role
+          ).toBe('presentation');
         });
 
         it('should return role for random format', () => {
           expect(
             mediaService.getMedia(mockUnknownMediaContainer, 'unknown')?.role
           ).toBe('presentation');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockUnknownMediaContainer,
+              'unknown'
+            )?.role
+          ).toBe('presentation');
         });
 
         it('should return given role', () => {
@@ -255,6 +363,14 @@ describe('MediaService', () => {
               'custom role'
             )?.role
           ).toEqual('custom role');
+          expect(
+            mediaService.getMediaForPictureElement(
+              mockBestFormatMediaContainer,
+              'format400',
+              'custom alt',
+              'custom role'
+            )?.role
+          ).toEqual('custom role');
         });
       });
 
@@ -297,23 +413,134 @@ describe('MediaService', () => {
       });
     });
 
+    describe('sources', () => {
+      it('should return undefined if not media', () => {
+        const result = mediaService['resolveSources'](
+          null as unknown as MediaContainer
+        );
+
+        expect(result).toBeUndefined();
+      });
+
+      it('should return all images in sources', () => {
+        const expectedResult = [
+          {
+            srcset: 'base:format-1.url',
+            media: '(min-width: 1440px)',
+            width: undefined,
+            height: undefined,
+          },
+          {
+            srcset: 'base:format-400.url',
+            media: '(max-width: 768px) and (-webkit-min-device-pixel-ratio: 3)',
+            width: undefined,
+            height: undefined,
+          },
+          {
+            srcset: 'base:format-600.url',
+            media: '(min-width: 1025px) and (max-width: 1439px)',
+            width: undefined,
+            height: undefined,
+          },
+        ];
+
+        const result = mediaService.getMediaForPictureElement(
+          mockBestFormatMediaContainer
+        )?.sources;
+
+        expect(result).toEqual(expectedResult);
+      });
+
+      it('should return only relevant images in sources for the given max format', () => {
+        expect(
+          mediaService.getMediaForPictureElement(
+            mockBestFormatMediaContainer,
+            'format400'
+          )?.sources
+        ).toEqual([
+          {
+            srcset: 'base:format-1.url',
+            media: '(min-width: 1440px)',
+            width: undefined,
+            height: undefined,
+          },
+          {
+            srcset: 'base:format-400.url',
+            media: '(max-width: 768px) and (-webkit-min-device-pixel-ratio: 3)',
+            width: undefined,
+            height: undefined,
+          },
+        ]);
+      });
+
+      it('should return all formats for unknown format', () => {
+        const expectedResult = [
+          {
+            srcset: 'base:format-1.url',
+            media: '(min-width: 1440px)',
+            width: undefined,
+            height: undefined,
+          },
+          {
+            srcset: 'base:format-400.url',
+            media: '(max-width: 768px) and (-webkit-min-device-pixel-ratio: 3)',
+            width: undefined,
+            height: undefined,
+          },
+          {
+            srcset: 'base:format-600.url',
+            media: '(min-width: 1025px) and (max-width: 1439px)',
+            width: undefined,
+            height: undefined,
+          },
+        ];
+
+        expect(
+          mediaService.getMediaForPictureElement(
+            mockBestFormatMediaContainer,
+            'unknown'
+          )?.sources
+        ).toEqual(expectedResult);
+      });
+
+      it('should return empty array for media without any formats', () => {
+        expect(
+          mediaService.getMediaForPictureElement(mockMedia)?.sources?.length
+        ).toBe(0);
+      });
+    });
+
     describe('absolute URL', () => {
       it('should avoid baseUrl if absolute image is provided', () => {
         expect(mediaService.getMedia(mockUrlContainer, 'absolute')?.src).toBe(
           'http://absolute.jpg'
         );
+        expect(
+          mediaService.getMediaForPictureElement(mockUrlContainer, 'absolute')
+            ?.src
+        ).toBe('http://absolute.jpg');
       });
 
       it('should threat image url start with double slash as absolute URL', () => {
         expect(
           mediaService.getMedia(mockUrlContainer, 'doubleSlash')?.src
         ).toBe('//absolute.jpg');
+        expect(
+          mediaService.getMediaForPictureElement(
+            mockUrlContainer,
+            'doubleSlash'
+          )?.src
+        ).toBe('//absolute.jpg');
       });
 
       it('should add OCC baseUrl for relative image', () => {
         expect(mediaService.getMedia(mockUrlContainer, 'relative')?.src).toBe(
           'base:relative.jpg'
         );
+        expect(
+          mediaService.getMediaForPictureElement(mockUrlContainer, 'relative')
+            ?.src
+        ).toBe('base:relative.jpg');
       });
     });
 
@@ -330,19 +557,10 @@ describe('MediaService', () => {
     let mediaService: MediaService;
 
     beforeEach(() => {
-      TestBed.configureTestingModule({
-        providers: [
-          MediaService,
-          {
-            provide: Config,
-            useValue: {
-              ...MockStorefrontConfig,
-              mediaLoadingStrategy: ImageLoadingStrategy.LAZY,
-            },
-          },
-          { provide: LayoutConfig, useValue: {} },
-        ],
-      });
+      configureTestingModule({
+        ...MockStorefrontConfig,
+        mediaLoadingStrategy: ImageLoadingStrategy.LAZY,
+      } as any);
       mediaService = TestBed.inject(MediaService);
     });
     describe('loadingStrategy', () => {
@@ -354,20 +572,115 @@ describe('MediaService', () => {
     });
   });
 
+  describe('sources order', () => {
+    it('should be sorted based on provided config', () => {
+      const config = {
+        ...MockStorefrontConfig,
+        pictureFormatsOrder: ['format600', 'format1', 'format400'],
+      };
+      configureTestingModule(config);
+      const mediaService = TestBed.inject(MediaService);
+
+      const result = mediaService.getMediaForPictureElement(
+        mockBestFormatMediaContainer
+      )?.sources;
+
+      if (result && result[0]?.srcset) {
+        expect(result[0].srcset).toBe('base:format-600.url');
+        expect(result[1].srcset).toBe('base:format-1.url');
+        expect(result[2].srcset).toBe('base:format-400.url');
+      } else {
+        fail('Sources is undefined');
+      }
+    });
+
+    it('should be sorted in natural order if the order was not provided in config', () => {
+      const config = {
+        ...MockStorefrontConfig,
+        pictureFormatsOrder: [],
+      };
+      configureTestingModule(config);
+      const mediaService = TestBed.inject(MediaService);
+
+      const result = mediaService.getMediaForPictureElement(
+        mockBestFormatMediaContainer
+      )?.sources;
+
+      if (result && result[0]?.srcset) {
+        expect(result[0].srcset).toBe('base:format-400.url');
+        expect(result[1].srcset).toBe('base:format-600.url');
+        expect(result[2].srcset).toBe('base:format-1.url');
+      } else {
+        fail('Sources is undefined');
+      }
+    });
+  });
+
+  describe('width and height attributes for picture sources', () => {
+    it('should return all images with proper width and height properties based on values from config', () => {
+      const config = {
+        ...MockStorefrontConfig,
+        pictureElementFormats: {
+          format400: {
+            mediaQueries:
+              '(max-width: 768px) and (-webkit-min-device-pixel-ratio: 3)',
+            width: 200,
+            height: 300,
+          },
+          format200: {
+            mediaQueries: '(min-width: 768px) and (max-width: 1024px)',
+            width: 700,
+            height: 1000,
+          },
+          format600: {
+            mediaQueries: '(min-width: 1025px) and (max-width: 1439px)',
+            width: 1000,
+            height: 800,
+          },
+          format1: {
+            mediaQueries: '(min-width: 1440px)',
+            width: 1440,
+            height: 1000,
+          },
+        },
+      };
+      configureTestingModule(config);
+      const service = TestBed.inject(MediaService);
+
+      const expectedResult = [
+        {
+          srcset: 'base:format-1.url',
+          media: '(min-width: 1440px)',
+          width: 1440,
+          height: 1000,
+        },
+        {
+          srcset: 'base:format-400.url',
+          media: '(max-width: 768px) and (-webkit-min-device-pixel-ratio: 3)',
+          width: 200,
+          height: 300,
+        },
+        {
+          srcset: 'base:format-600.url',
+          media: '(min-width: 1025px) and (max-width: 1439px)',
+          width: 1000,
+          height: 800,
+        },
+      ];
+
+      const result = service.getMediaForPictureElement(
+        mockBestFormatMediaContainer
+      )?.sources;
+
+      expect(result).toEqual(expectedResult);
+    });
+  });
+
   describe('without media config', () => {
     let mediaService: MediaService;
 
     beforeEach(() => {
-      TestBed.configureTestingModule({
-        providers: [
-          MediaService,
-          {
-            provide: Config,
-            useValue: {},
-          },
-          { provide: LayoutConfig, useValue: {} },
-        ],
-      });
+      configureTestingModule({});
       mediaService = TestBed.inject(MediaService);
     });
 
@@ -375,30 +688,71 @@ describe('MediaService', () => {
       expect(mediaService.getMedia(mockBestFormatMediaContainer)?.src).toBe(
         'format-1.url'
       );
+      expect(
+        mediaService.getMediaForPictureElement(mockBestFormatMediaContainer)
+          ?.src
+      ).toBe('format-1.url');
     });
 
     it('should return first available media for unknown format', () => {
       expect(
         mediaService.getMedia(mockBestFormatMediaContainer, 'unknown')?.src
       ).toBe('format-1.url');
+      expect(
+        mediaService.getMediaForPictureElement(
+          mockBestFormatMediaContainer,
+          'unknown'
+        )?.src
+      ).toBe('format-1.url');
     });
 
     it('should not return srcset for unknown format', () => {
       expect(
         mediaService.getMedia(mockBestFormatMediaContainer, 'unknown')?.srcset
       ).toBeFalsy();
+      expect(
+        mediaService.getMediaForPictureElement(
+          mockBestFormatMediaContainer,
+          'unknown'
+        )?.srcset
+      ).toBeFalsy();
     });
 
     it('should return specific media for given format', () => {
       expect(
         mediaService.getMedia(mockBestFormatMediaContainer, 'format600')?.src
       ).toBe('format-600.url');
+      expect(
+        mediaService.getMediaForPictureElement(
+          mockBestFormatMediaContainer,
+          'format600'
+        )?.src
+      ).toBe('format-600.url');
     });
 
     it('should not return srcset for given format', () => {
       expect(
         mediaService.getMedia(mockBestFormatMediaContainer, 'format600')?.srcset
       ).toBeFalsy();
+      expect(
+        mediaService.getMediaForPictureElement(
+          mockBestFormatMediaContainer,
+          'format600'
+        )?.srcset
+      ).toBeFalsy();
     });
   });
 });
+
+function configureTestingModule(config: Config): void {
+  TestBed.configureTestingModule({
+    providers: [
+      MediaService,
+      {
+        provide: Config,
+        useValue: config,
+      },
+      { provide: LayoutConfig, useValue: {} },
+    ],
+  });
+}
diff --git a/projects/storefrontlib/shared/components/media/media.service.ts b/projects/storefrontlib/shared/components/media/media.service.ts
index ac8412fe178..4d2a258d71b 100644
--- a/projects/storefrontlib/shared/components/media/media.service.ts
+++ b/projects/storefrontlib/shared/components/media/media.service.ts
@@ -4,14 +4,15 @@
  * SPDX-License-Identifier: Apache-2.0
  */
 
-import { Injectable } from '@angular/core';
-import { Config, Image } from '@spartacus/core';
+import { Injectable, inject } from '@angular/core';
+import { Config, FeatureConfigService, Image } from '@spartacus/core';
 import { MediaConfig } from './media.config';
 import {
   ImageLoadingStrategy,
   Media,
   MediaContainer,
   MediaFormatSize,
+  PictureHTMLElementSources,
 } from './media.model';
 
 /**
@@ -35,13 +36,35 @@ export class MediaService {
    * size is sorted on top.
    */
   private _sortedFormats: { code: string; size: MediaFormatSize }[];
+  private _sortedPictureFormats: { code: string; mediaQuery: string }[];
   private _reversedFormats: { code: string; size: MediaFormatSize }[];
 
+  private readonly featureConfigService = inject(FeatureConfigService);
+
   constructor(protected config: Config) {}
 
+  getMediaBasedOnHTMLElementType(
+    elementType: 'img' | 'picture',
+    mediaContainer?: MediaContainer | Image,
+    format?: string,
+    alt?: string,
+    role?: string
+  ): Media | undefined {
+    const shouldGetMediaForPictureElement =
+      this.featureConfigService.isEnabled(
+        'useExtendedMediaComponentConfiguration'
+      ) && elementType !== 'img';
+
+    return shouldGetMediaForPictureElement
+      ? this.getMediaForPictureElement(mediaContainer, format, alt, role)
+      : this.getMedia(mediaContainer, format, alt, role);
+  }
+
   /**
    * Returns a `Media` object with the main media (`src`) and various media (`src`)
    * for specific formats.
+   *
+   * This method is used for creating `Media` object that is used in `img` HTML element
    */
   getMedia(
     mediaContainer?: MediaContainer | Image,
@@ -53,6 +76,55 @@ export class MediaService {
       return;
     }
 
+    const commonMediaProperties = this.getCommonMediaObject(
+      mediaContainer,
+      format,
+      alt,
+      role
+    );
+
+    return {
+      ...commonMediaProperties,
+      srcset: this.resolveSrcSet(mediaContainer, format),
+    };
+  }
+
+  /**
+   * Returns a `Media` object with the main media (`src`) and various sources
+   * for specific formats for HTML `<picture>` element.
+   */
+  getMediaForPictureElement(
+    mediaContainer?: MediaContainer | Image,
+    format?: string,
+    alt?: string,
+    role?: string
+  ): Media | undefined {
+    if (!mediaContainer) {
+      return;
+    }
+
+    const commonMediaProperties = this.getCommonMediaObject(
+      mediaContainer,
+      format,
+      alt,
+      role
+    );
+
+    return {
+      ...commonMediaProperties,
+      sources: this.resolveSources(mediaContainer, format),
+    };
+  }
+
+  /**
+   * Generates attributes common for `<img>` ang `<picture>`.
+   */
+  protected getCommonMediaObject(
+    mediaContainer: MediaContainer | Image,
+    format?: string,
+    alt?: string,
+    role?: string
+  ): Media {
     const mainMedia: Image = mediaContainer.url
       ? mediaContainer
       : this.resolveMedia(mediaContainer as MediaContainer, format);
@@ -61,7 +133,6 @@ export class MediaService {
       src: this.resolveAbsoluteUrl(mainMedia?.url ?? ''),
       alt: alt ?? mainMedia?.altText,
       role: role ?? mainMedia?.role,
-      srcset: this.resolveSrcSet(mediaContainer, format),
     };
   }
 
@@ -84,6 +155,7 @@ export class MediaService {
    */
   protected get sortedFormats(): { code: string; size: MediaFormatSize }[] {
     const mediaFormats = this.config?.mediaFormats;
+
     if (!this._sortedFormats && mediaFormats) {
       this._sortedFormats = Object.keys(mediaFormats)
         .map((key) => ({
@@ -94,9 +166,50 @@ export class MediaService {
           a.size.width && b.size.width && a.size.width > b.size.width ? 1 : -1
         );
     }
+
     return this._sortedFormats ?? [];
   }
 
+  /**
+   * Creates the media formats in a logical sorted order. The map contains the
+   * format key and the format media query information. We do this only once for performance
+   * benefits.
+   */
+  protected get sortedPictureFormats(): {
+    code: string;
+    mediaQuery: string;
+  }[] {
+    const pictureElementMediaFormats = this.config?.pictureElementFormats;
+    const pictureFormatsOrder = this.config?.pictureFormatsOrder;
+
+    if (!pictureElementMediaFormats) {
+      return [];
+    }
+
+    if (!this._sortedPictureFormats && pictureElementMediaFormats) {
+      this._sortedPictureFormats = Object.keys(pictureElementMediaFormats).map(
+        (key) => ({
+          code: key,
+          mediaQuery: pictureElementMediaFormats[key]?.mediaQueries || '',
+        })
+      );
+
+      if (pictureFormatsOrder) {
+        this._sortedPictureFormats.sort((a, b) => {
+          const orderA = pictureFormatsOrder.indexOf(a.code);
+          const orderB = pictureFormatsOrder.indexOf(b.code);
+
+          return (
+            (orderA !== -1 ? orderA : Infinity) -
+            (orderB !== -1 ? orderB : Infinity)
+          );
+        });
+      }
+    }
+
+    return this._sortedPictureFormats ?? [];
+  }
+
   /**
    * Creates the media formats in a reversed sorted order.
    */
@@ -157,12 +270,7 @@ export class MediaService {
       return undefined;
     }
 
-    // Only create srcset images that are smaller than the given `maxFormat` (if any)
-    let formats = this.sortedFormats;
-    const max: number = formats.findIndex((f) => f.code === maxFormat);
-    if (max > -1) {
-      formats = formats.slice(0, max + 1);
-    }
+    const formats = this.getFormatsUpToMaxFormat(this.sortedFormats, maxFormat);
 
     const srcset = formats.reduce((set, format) => {
       const image = (media as MediaContainer)[format.code];
@@ -180,6 +288,77 @@ export class MediaService {
     return srcset === '' ? undefined : srcset;
   }
 
+  /**
+   * Resolves the sources for a picture element based on the provided media container and maximum format.
+   *
+   * This method generates an array of picture element attributes (`srcset` and `media`) by filtering
+   * the sorted picture formats up to the specified maximum format. It then maps the corresponding
+   * media sources from the provided media container.
+   *
+   * The method will return an array of picture element attributes suitable for use
+   * in a `<picture>` element, or `undefined` if no media is provided.
+   */
+  protected resolveSources(
+    media: MediaContainer | Image,
+    maxFormat?: string
+  ): PictureHTMLElementSources[] | undefined {
+    if (!media) {
+      return undefined;
+    }
+
+    const pictureFormats = this.getFormatsUpToMaxFormat(
+      this.sortedPictureFormats,
+      maxFormat
+    );
+    const pictureElementMediaFormats = this.config?.pictureElementFormats;
+
+    return pictureFormats.reduce<
+      {
+        srcset: string;
+        media: string;
+        width: number | undefined;
+        height: number | undefined;
+      }[]
+    >((sources, format) => {
+      const image = (media as MediaContainer)[format.code];
+
+      if (image?.url) {
+        sources.push({
+          srcset: this.resolveAbsoluteUrl(image.url),
+          media: format.mediaQuery,
+          width: pictureElementMediaFormats?.[format?.code]?.width,
+          height: pictureElementMediaFormats?.[format?.code]?.height,
+        });
+      }
+      return sources;
+    }, []);
+  }
+
+  /**
+   * Retrieves a list of formats up to and including the specified max format.
+   *
+   * @template T - A type that extends an object containing a `code` property of type `string`.
+   * @param {T[]} formats - An array of format objects, each containing at least a `code` property.
+   * @param {string} [maxFormat] - The maximum format code to include in the returned list.
+   * @returns {T[]} An array of formats up to and including the specified max format. If `maxFormat` is not found, returns the entire list.
+   *
+   * This method filters the provided list of formats to include only those up to and including
+   * the specified max format. If the `maxFormat` is not found, the entire list of formats is returned.
+   */
+  protected getFormatsUpToMaxFormat<T extends { code: string }>(
+    formats: T[],
+    maxFormat?: string
+  ): T[] {
+    let pictureFormats = formats;
+    const maxIndex = pictureFormats.findIndex((f) => f.code === maxFormat);
+
+    if (maxIndex > -1) {
+      pictureFormats = pictureFormats.slice(0, maxIndex + 1);
+    }
+
+    return pictureFormats;
+  }
+
   /**
    * Resolves the absolute URL for the given url. In most cases, this URL represents
    * the relative URL on the backend. In that case, we prefix the url with the baseUrl.
diff --git a/projects/storefrontlib/shared/components/media/media.token.ts b/projects/storefrontlib/shared/components/media/media.token.ts
index 89a760606a6..0673c7cacc8 100644
--- a/projects/storefrontlib/shared/components/media/media.token.ts
+++ b/projects/storefrontlib/shared/components/media/media.token.ts
@@ -6,6 +6,9 @@
 
 import { InjectionToken } from '@angular/core';
 
+/**
+ * @deprecated since 2211.30. It will be eventually removed in the future
+ */
 export const USE_LEGACY_MEDIA_COMPONENT = new InjectionToken<boolean>(
   'USE_LEGACY_MEDIA_COMPONENT'
 );