In today’s digital marketplace, accessibility is more than just a checkbox for compliance—it's a powerful strategy to increase conversions, reach more customers, and boost long-term loyalty. If your e-commerce store isn't accessible, you're unintentionally turning away millions of potential customers.

According to the World Health Organization, over 1.3 billion people live with a disability. That’s approximately 1 in 6 people globally. Combine this with aging populations, diverse device usage, and language barriers, and the need for inclusive digital experiences becomes crystal clear.

In this article, we’ll explore how making your e-commerce store accessible can directly improve your sales performance. We'll provide practical strategies, highlight essential features, and share actionable tips to help you create an inclusive online store that converts.

The Business Case for Accessibility

Accessibility isn't just a legal or ethical obligation—it’s a business growth strategy. Here's why:

✅ Wider Market Reach

An accessible store opens your business to millions of users with disabilities, plus countless more in challenging environments (like low bandwidth or old devices).

✅ Higher Conversion Rates

Users are more likely to complete purchases when your site is easy to navigate, readable, and usable across different abilities and devices.

✅ Improved SEO

Many accessibility practices, like adding alt text or using semantic HTML, boost your search engine visibility.

✅ Brand Trust and Loyalty

Accessible websites demonstrate inclusivity and care, which customers increasingly reward with loyalty and referrals.

Key Strategies to Make Your E-Commerce Store Accessible (and Boost Sales)

1. Implement Accessible Design (WCAG 2.2 Guidelines)

Follow the Web Content Accessibility Guidelines (WCAG) to ensure your site meets global standards:

• Color Contrast: Ensure text and backgrounds have enough contrast (minimum 4.5:1 for normal text).

• Text Resizing: Let users increase font size without breaking layout.

• Keyboard Navigation: Users should be able to browse and complete purchases without a mouse.

• Alt Text for Images: Every product image should have a descriptive text for screen readers.

Sales Impact: Better design leads to fewer abandoned carts, higher engagement, and smoother customer journeys.

2. Optimize Product Pages for Screen Readers

Product pages are where conversions happen—make them fully accessible:

• Use ARIA labels to guide screen readers.

• Make sure buttons like “Add to Cart” or “Buy Now” are clearly labeled and focusable.

• Describe product details (size, color, specs) clearly in text, not just images.

Sales Impact: Screen reader users will be able to confidently complete purchases, reducing bounce rate and abandonment.

3. Create an Accessible Checkout Flow

Checkout is one of the most sensitive areas in terms of drop-off. Make sure:

• Input fields are clearly labeled.

• Form errors are easy to understand and fix (e.g., "Invalid email format").

• Payment options are accessible via screen readers and keyboard navigation.

• Offer guest checkout, minimizing cognitive load and complexity.

Sales Impact: A frictionless checkout process leads to higher completion rates and fewer cart abandonments.

4. Mobile-First & Cross-Device Accessibility

More than 70% of e-commerce traffic comes from mobile. Combine that with users relying on tablets, assistive technologies, or outdated browsers:

• Design with responsive layouts that adapt to screen size.

• Use large touch targets and visible focus indicators.

• Test across multiple devices, including screen readers and voice assistants.

Sales Impact: Reaching mobile and tablet users with inclusive design can significantly increase mobile conversions.

5. Provide Accessible Customer Support

Users with disabilities may need help during the shopping journey. Make support easy to reach and use:

• Offer live chat with keyboard navigation support.

• Include text-to-speech or speech-to-text support via integrations.

• Use chatbots that can recognize accessibility keywords (like "screen reader" or "keyboard only").

Sales Impact: Accessible support = fewer lost sales due to unanswered questions.

6. Add Captions and Transcripts to Multimedia

If you use videos for product demos, testimonials, or marketing:

• Add captions for the hearing impaired.

• Include transcripts for easy reference.

• Avoid autoplaying sound or motion-heavy effects, which can cause disorientation.

Sales Impact: Inclusive videos expand reach and increase conversion from multimedia content.

7. Test Regularly and Gather Feedback

Accessibility is not a one-time project—it requires ongoing testing and optimization:

• Use tools like WAVE, Lighthouse, or axe for audits.

• Invite users with disabilities to test your site and share feedback.

• Stay updated on accessibility laws like ADA, EAA, and others relevant to your region.

Sales Impact: Continuous improvements keep your store competitive and accessible to all segments.

Real-Life Example: Accessibility in Action

When ASOS, a leading fashion e-commerce platform, redesigned its site to improve accessibility—including better keyboard navigation and screen reader compatibility—it saw:

• An increase in session time

• Lower bounce rates

• A significant rise in mobile sales

It’s proof that inclusivity isn’t just the right thing to do—it’s profitable.

Conclusion

Accessibility is the secret weapon your e-commerce store needs to boost sales, improve user satisfaction, and build brand loyalty in 2025 and beyond.

By creating an inclusive experience, you’re not only opening doors for people with disabilities—you’re making your site better for everyone. And the result? More traffic, higher conversions, and long-term growth.

Accessibility is not an extra step. It’s the foundation of a truly modern, effective, and profitable online store.

FAQs: Accessibility and E-Commerce

Q1. What does it mean for an e-commerce site to be accessible?

A: It means users of all abilities—including those using screen readers, keyboards only, or with cognitive limitations—can fully interact with and complete tasks on your site.

Q2. Do accessibility features help SEO too?

A: Yes! Features like semantic HTML, alt tags, and structured navigation also improve crawlability and visibility on search engines.

Q3. Are accessibility tools expensive to implement?

A: Not necessarily. Many accessibility improvements can be implemented using free tools, templates, and plugins. And the ROI from expanded reach and reduced bounce makes it a smart investment.

Q4. Can accessibility reduce cart abandonment?

A: Absolutely. A confusing or inaccessible checkout process can frustrate users and drive them away. Making it inclusive and simple helps complete more sales.

Q5. How do I know if my site is accessible?

A: Use tools like:

• WAVE (wave.webaim.org)

• Google Lighthouse

• Axe DevTools You can also run manual checks or hire an expert audit.

Q6. Is accessibility legally required?

A: In many countries, yes. in the U.S., Accessibility for Ontarians with Disabilities Act (AODA) in Canada, and the European Accessibility Act (EAA) are examples.

Ready to Make Your Store More Accessible?

At WebAbility, we help businesses build accessible, high-performing e-commerce platforms that convert. Whether you need an audit, strategy, or implementation—we’ve got you covered.