Introduction

As e-commerce continues to dominate the retail landscape, one crucial element is often overlooked: accessibility. Millions of users with disabilities navigate the internet daily—and if your online store isn’t accessible, you’re excluding a significant customer base and potentially violating legal requirements.

This guide is built to help you understand the importance of accessibility, how to align with ADA and WCAG standards, and how to implement best practices using WebAbility’s suite of tools. Whether you’re just getting started or optimizing an existing store, this blog will provide actionable insights.

E-commerce accessibility means designing your online store so that everyone, including people with disabilities, can easily navigate, understand, and interact with your content and complete purchases without barriers.

Accessibility is not optional—it's a legal, ethical, and business-critical requirement.

✅ Legal Compliance

• ADA (Americans with Disabilities Act) requires public-facing businesses to provide equal access to people with disabilities, including on websites.

• WCAG (Web Content Accessibility Guidelines) sets the technical standards to ensure websites are usable by people with diverse abilities.

• Non-compliance can lead to lawsuits, fines, and damage to your brand reputation.

✅ Business Advantages

• Wider Reach: Millions of people use assistive technologies daily.

• SEO Gains: WCAG best practices align with search engine optimization.

• Improved UX: Accessible sites are better for all users, not just those with disabilities.

• Brand Trust: Inclusive design builds credibility and loyalty.

Here are the most common accessibility problems found on online stores—along with clear actions to correct them:

• Missing alt text on product images → Add meaningful alternative text to every non-decorative image, especially product visuals and banners.

• Low color contrast between text and background → Use a contrast ratio of at least 4.5:1 to ensure readability for users with visual impairments.

• Inaccessible forms on checkout or login pages → Ensure all form fields have associated <label> elements, clear instructions, and visible error messages.

• Lack of keyboard navigation → Make sure users can tab through all parts of the site and perform every action without using a mouse.

• Improper heading structure → Use semantic HTML and follow a logical heading hierarchy (H1 → H2 → H3). Avoid skipping levels or using headings purely for visual styling.

• Unlabeled buttons or ambiguous links → All buttons and links should clearly state their purpose. Avoid vague text like “Click here” or icons without accompanying text.

• No focus indicators for interactive elements → Ensure visible outlines appear when users navigate with the keyboard so they know where they are on the page.

• Pop-ups or modals that trap focus → Allow keyboard users to navigate in and out of modals. Focus should move to the modal on open and return to the trigger element when closed.

Key WCAG Guidelines to Follow

Focus on WCAG 2.1 Level AA for legal compliance and usability. Here’s what to prioritize:

• Perceivable: Text alternatives, captions, and adaptable layouts

• Operable: Keyboard navigation, visible focus indicators

• Understandable: Clear instructions, consistent navigation

• Robust: Compatible with assistive technologies

How to Make Your Online Store Accessible

1. Start With a Website Audit

Use to scan your store for WCAG violations. The audit highlights errors such as:

• Missing alt text

• Improper color contrast

• Invalid ARIA roles

• Navigation issues

2. Fix High-Priority Issues

Begin with fixes that directly impact usability:

• Add alt text to all product and banner images

• Label forms in the checkout process

• Ensure users can tab through the site in order

3. Use Semantic HTML and ARIA Carefully

Avoid using <div> or <span> for interactive elements. Instead, use <button>, <label>, and proper form elements. Apply ARIA roles only when native HTML cannot achieve the goal.

4. Test With Assistive Technologies

Test your site using screen readers like NVDA or Voice Over, and navigate using only the keyboard. Real user testing with individuals who rely on assistive tech is even better.

5. Integrate Accessibility Into Your Workflow

Make accessibility a part of every design, development, and content update. Use WebAbility to automate compliance checks regularly.

WebAbility Tools That Help

WebAbility provides powerful, easy-to-use tools that support e-commerce accessibility:

• Accessibility Scanner – Scan any page and get an instant WCAG/ADA compliance report

• Accessibility Widget – Optional front-end tool to enhance user control (font size, contrast, etc.)

• Ongoing Monitoring – Set up continuous compliance monitoring

• Detailed Reports – Prioritized list of issues with technical and non-technical explanations

These tools help developers, marketers, and store owners alike to stay compliant and inclusive—all without technical overload.

Learn more at

Internal Accessibility Checklist for E-commerce

✅ Product images have descriptive alt text ✅ Site uses clear, readable fonts with good contrast ✅ All buttons and forms are labeled ✅ Checkout works via keyboard and screen reader ✅ Pop-ups and modals are screen reader accessible ✅ Videos have captions or transcripts ✅ Navigation uses semantic structure ✅ Focus states are visible and logical ✅ Forms include error messages and instructions ✅ Language of each page is declared in code

Conclusion

Your online store should welcome everyone—regardless of ability. Accessibility is not just a “nice