A Complete Guide To Web Accessibility For Ecommerce Businesses

Are you interested in starting an e-commerce business? Or do you currently operate one and want to ensure you comply with all legal requirements?

Regardless of where you’re at in the process, implementing proper web accessibility is essential to your business. But what is accessibility? WooCommerce defines it as “the concept of whether a product or service can be used by everyone.“

Businesses with physical locations must have all the checks and balances to create an accessible environment. In the same way, companies that operate online must ensure that they create an online presence that maximizes product reach, protects from legal liabilities, and enhances user experience for all potential customers, regardless of their abilities. 

This article will explore why accessibility is important and who makes the rules. We will also provide a starter checklist to get your site into proper accessibility shape and provide examples for creating the perfect product page. Building an e-commerce business is exciting, so let’s ensure everyone who wants to can have a great experience on your site. 

Why Web Accessibility is Important for E-commerce Businesses 

Tim Berners-Lee, the inventor of the World Wide Web, once said, “The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.” No matter the size of your e-commerce business, preparing your site for any customer sets you up for inclusivity, protects you from legal trouble, and ensures everyone can access your site.

Accessibility is not just a last-minute add-on but an essential part of giving your business a competitive advantage, allowing it to reach its maximum potential. By integrating accessibility into your design and development process, you ensure that your site is usable by everyone, which can lead to increased customer satisfaction, loyalty, and, ultimately, a broader market reach.

According to a study by Level Access, “(91%) of retail professionals consider digital accessibility a competitive advantage, with 85% reporting improvements in customer acquisition and 81% noting improvements in customer retention.”  

The Web is an inescapable part of modern life—it’s how we connect, purchase items, get jobs, order food, message relatives, book flights, and do most of our shopping. Because the internet is integral to our daily lives, building an online presence inclusive to people with impairments or disabilities ensures they can participate in the digital world without feeling left behind.

Additionally, our legal system supports those with disabilities or impairments. Because of these laws, there are rules one must follow to avoid lawsuits. These laws are not here to slap businesses on the wrist but to help create a system for those who may have a more challenging time accessing the internet. But who makes these rules, and how are they established? 

The Legal Imperative

It is no secret that thousands of lawsuits are filed yearly over digital accessibility. As a business owner who operates online e-commerce, understanding the rules and who makes them can help protect you from possible legal issues. 

This chart from Seyfarth shows the number of Federal ADA Title III Website Accessibility lawsuits filed from 2017-2022 in New York, Florida, Pennsylvania, and California. Each state varies. Still, the number of lawsuits is definitely on the rise. “The total number of lawsuits filed in federal court alleging that plaintiffs with a disability could not use websites because they were not designed to be accessible and work with assistive technologies in 2022 was 3,255.” 

How Is Web Accessibility Decided?  

The three main groups that decide the rules regarding accessibility are WCAG, The ADA, and the WAI. These are the major players working to keep up-to-date guidelines in place for people who operate on the Web to create an accessible space. These guidelines are occasionally changed, updated, and revised to keep up with the evolving Web.   

• Web Content Accessibility Guidelines
  The WCAG is an internationally recognized guideline by the W3C to make web content accessible to people with disabilities. Organized around four principles—perceivable, operable, understandable, and robust—they ensure accessibility for users with various disabilities.
• Americans with Disabilities Act
  The ADA, a U.S. civil rights law enacted in 1990, prohibits discrimination against individuals with disabilities. It mandates equal access to public life, including jobs, schools, transportation, and websites, ensuring people with disabilities have the same rights and opportunities.
• Web Accessibility Initiative
  The WAI, part of the W3C, develops guidelines and resources to make the Web accessible to people with disabilities. It includes projects like the WCAG, promoting accessibility in web content, browsers, media players, and authoring tools.

These guidelines, laws, and initiatives form the foundation of Web accessibility. While having an entire industry dedicated to making the Web accessible may seem overwhelming, this guide will simplify the process. We’ll cover some straightforward implementations you can make to your e-commerce site to ensure compliance with the Web Content Accessibility Guidelines (WCAG).

The four principles from WCAG mentioned above are some of the most essential parts of building a strong checklist for an e-commerce website.

Perceivable: Ensure that information and user interface components are accessible through various senses, such as sight and hearing. For example, provide alternative text for images and transcripts for audio content to accommodate users with visual or auditory impairments.

Operable:  Design user interface components and navigation to be functional for everyone, including those who use keyboards or assistive technologies. For instance, implement keyboard shortcuts and ensure interactive elements are accessible via keyboard commands.

Understandable:  Make sure the information and operation of the user interface are straightforward and easy to comprehend. For example, use simple language, clear instructions, and intuitive navigation structures to help all users understand how to use your site.

Robust: Develop content compatible with current and future technologies, including assistive devices. For example, use semantic HTML and adhere to web standards to ensure your content works well with screen readers and other assistive technologies.

These four principles serve as the foundation for building an accessibility checklist. Fortunately, we’ve created one to help you jumpstart the process of making your e-commerce website an accessibility star. Following this checklist ensures your site is inclusive, user-friendly, and compliant with accessibility standards. 

Not only does this enhance the user experience for all visitors, but it also helps you reach a broader audience and potentially increase your customer base. Embracing accessibility can set your e-commerce business apart, demonstrating your commitment to inclusivity and innovation.

The Checklist 

Color contrast: Your site’s color contrast must meet standards to be easily navigable. Here is a tool you can use to establish that colors’ text to each other meets contrast standards. 

Image alt text: Add alt text to images so that customers with visual impairments can use a screen reader or some other translation tool to understand the image. 

HTML Tags: Make sure all content uses proper tags with HTML so that a screen reader can properly understand elements on the page. These tags include: 

Heading tags: <h1>, <h2>, <h3>, etc.

Paragraphs: <p>

Buttons: <button>

Links: <a> (anchor)

Navigation section: <nav>

Ordered (numbered) lists: <ol>

Unordered lists: <ul>

Strong text: <strong>

Emphasis: <emphasis>

Product Pages UX: Ensure your product pages have easily identifiable options for conversions and readability. This includes having clear and prominent call-to-action buttons, such as “Add to Cart” or “Buy Now,” making it simple for users to complete a purchase. Use high-quality images with descriptive alt text to enhance accessibility and ensure all users can understand the visual content. Additionally, organize your content with clear headings to improve readability and navigation. This combines many of the items on this list. 

Fillable Form Fields: Ensure all form fields have clear and user-friendly labels to assist users in providing input accurately.

Keyboard Navigation and Focus Indicator: Make sure your web application is fully navigable using a keyboard and has a distinct visual marker indicating the current point of focus on the screen.

Video Captioning: Provide captions for videos to support users with disabilities, such as those with hearing impairments, auditory processing disorders, or other conditions that affect their ability to hear. Captions ensure that these users have equal access to the information presented in the video content.

Descriptive Links: Using proper and relevant anchor text is crucial. Descriptive links provide clear context about the destination, improving accessibility and user experience. Ensure anchor text is concise, informative, and directly related to the linked content.

Responsive Design: Ensure that your web application adapts to different screen sizes, ensuring accessibility on large monitors and small mobile devices.

Examples of Accessibility-Friendly Product Pages: 

Product pages are one of the most important parts of any e-commerce website. A well-designed product page is one of the ultimate deciding factors in conversions. You would want users to avoid getting to your product page and then be unable to read, see, or hear what’s happening. That is why accessibility guidelines are essential for any fully developed product pages. Here are some examples to help inspire you. 

Patagonia 

Patagonia is often praised for its environmentally friendly mission and inclusivity as a company. 

They obviously take great care of many aspects of their business, and accessibility is no different. This product page features a range of elements that make it stand out. It has clearly defined header tags, ALT text that explains the product in the image, and even a video to give product description details. Patagonia is often praised for having effective accessibility across its site, as noted in its accessibility statement.

Native

Native is another example of an accessible product page. It maintains a clean, simple design and adheres to color contrast standards. Additionally, it ensures that every CTA or option includes clear alt text for anyone using a screen reader. Even the color elements have detailed alt text, making the site fully accessible and user-friendly for all visitors.

Assistive Technologies and Their Role in Web Accessibility

Assistive technologies ensure that people with disabilities can access and navigate websites effectively. These technologies include screen readers, which convert text to speech for visually impaired users, and voice recognition software, which allows users to navigate and interact with websites using voice commands. Other assistive technologies include alternative keyboards, eye-tracking devices, and switch controls. By ensuring that your e-commerce website is compatible with these technologies, you can significantly improve the user experience for customers with disabilities and demonstrate your commitment to inclusivity.

The Importance of User Testing and Feedback

While following accessibility guidelines and best practices is essential, it’s equally important to gather feedback from users with disabilities to ensure that your e-commerce website meets their needs. Conducting user testing sessions with individuals who use assistive technologies can provide valuable insights into the usability and accessibility of your site. Incorporating their feedback and making necessary improvements can create a more inclusive and user-friendly experience for all customers. Additionally, providing clear channels for users to report accessibility issues and suggest improvements can help you continuously refine and enhance your website’s accessibility over time.

The Business Case for Web Accessibility

Investing in web accessibility is the right thing to do from an ethical standpoint and makes good business sense. By ensuring your e-commerce website is accessible to all users, you can tap into a larger customer base and potentially increase your revenue. Studies have shown that people with disabilities have significant spending power, and by catering to their needs, you can gain a competitive advantage in the market. Moreover, an accessible website can improve your brand reputation and customer loyalty, as users appreciate companies prioritizing inclusivity and user experience.

Ongoing Maintenance and Updates

Web accessibility is not a one-time effort but an ongoing process that requires regular maintenance and updates. As web technologies and accessibility guidelines evolve, keeping your e-commerce website up-to-date and ensuring it meets the latest standards are essential. This may involve periodically auditing your site for accessibility issues, implementing new features and improvements, and staying informed about changes in accessibility regulations and best practices. By making web accessibility a core part of your e-commerce strategy and allocating resources for ongoing maintenance, you can ensure that your website remains inclusive and user-friendly for all customers.

The Role of Education and Awareness

Promoting web accessibility within your organization and among your stakeholders is crucial for creating a culture of inclusivity, and ensuring accessibility remains a top priority. This involves educating your team members, including designers, developers, content creators, and customer service representatives, about the importance of web accessibility and how to implement best practices in their work. Additionally, raising awareness among your customers and the broader public about your commitment to accessibility can help foster a more inclusive online environment and encourage other businesses to follow suit. By championing web accessibility and leading by example, you can contribute to a more equitable and accessible digital landscape for all users.

Additional Benefits

Following WCAG guidelines has no downsides. As such, implementing an accessibility checklist into your e-commerce page has many benefits and means you won’t have to worry about someone being unable to use your site. In addition to the legal obligation, there are a few other benefits of having accessibility implemented on your website. 

Ethical Standards

An e-commerce site meeting WCAG standards shows that you care about those with disabilities. Doing the right thing for others is always a good idea. You always want a user to leave your site satisfied, happy, and included. Holding yourself and your site to a high standard ensures you’re doing the right thing for everyone in your potential customer base. 

Effective for SEO 

If you want your site to rank for your target keywords, using elements like alt text, proper HTML tags, and descriptive links helps Google better understand the purpose of your site. When Google crawls your site and sees that your accessibility is in order, relevant keywords are placed in headers, and the overall site is well-made, you are more likely to rank alongside your competitors. Taking a few simple steps can significantly extend your reach beyond what was previously possible.

Larger Market

Between the SEO benefits, legal security, and the ability to attract new users, implementing accessibility principles maximizes your site’s reach and helps create a larger overall market. Designing an inclusive site can lead to better conversions, as more potential customers can access your content. By making your site accessible, you can prepare for business growth and tap into new opportunities.

Conclusion

Web accessibility is crucial for e-commerce businesses as it ensures inclusivity, legal compliance, and enhanced user experience for all potential customers, regardless of their abilities. It protects businesses from legal troubles and maximizes market reach and customer satisfaction.

Throughout this guide, we discussed the importance of web accessibility and highlighted key guidelines and principles from WCAG, ADA, and WAI. We emphasized the four main principles of WCAG (Perceivable, Operable, Understandable, and Robust) and provided practical steps for implementing these principles on e-commerce sites.

It’s time to go for it! Start implementing accessibility into your site to help build a better future for everyone online. Do your part by allowing everyone to partake in the Web without hindrance.  Web accessibility is an ongoing process. It’s crucial to continuously update and improve your site to keep up with new guidelines and best practices. Regular audits and user feedback can help you stay ahead and provide an inclusive online experience.

Building an accessible e-commerce site is not just about compliance; it’s about creating a welcoming environment for all users. By embracing accessibility, you demonstrate your commitment to inclusivity, enhance user experience, and open up new opportunities for business growth. As Tim Berners-Lee said, “The power of the Web is in its universality. Access by everyone regardless of disability is an essential aspect.” 

Frequently Asked Questions

What is web accessibility?
Web accessibility refers to making websites and digital content accessible to people with disabilities, ensuring they can perceive, understand, navigate, and interact effectively.

Why is web accessibility important for e-commerce businesses?
Web accessibility is crucial for e-commerce businesses to ensure inclusivity, legal compliance, and an enhanced user experience for all potential customers, regardless of their abilities. It also helps businesses tap into a broader market and increase customer satisfaction.

What are the main guidelines for web accessibility?
The primary guidelines for web accessibility are the Web Content Accessibility Guidelines (WCAG) developed by the World Wide Web Consortium (W3C), the Americans with Disabilities Act (ADA), and the Web Accessibility Initiative (WAI).

What are the four main principles of WCAG?
The four main principles of WCAG are Perceivable, Operable, Understandable, and Robust. These principles cover various aspects of accessibility, such as providing alternative text for non-text content, ensuring keyboard accessibility, using clear and straightforward language, and ensuring compatibility with assistive technologies.

How can I make my e-commerce website more accessible?
To make your e-commerce website more accessible, follow best practices such as ensuring proper color contrast, providing alternative text for images, using semantic HTML tags, creating clear and descriptive links, providing video captions, and ensuring keyboard navigation and focus indicators.

What are the benefits of having an accessible e-commerce website?
The benefits of having an accessible e-commerce website include legal compliance, reaching a broader market, improved user experience and customer satisfaction, better search engine optimization (SEO), and demonstrating ethical standards and commitment to inclusivity.

How can I test my website for accessibility?
You can test your website for accessibility by using automated tools, conducting manual audits, and involving users with disabilities in user testing sessions. Additionally, you can hire accessibility experts or consultants to perform comprehensive evaluations.

What are some common accessibility issues on e-commerce websites?
Common accessibility issues on e-commerce websites include a lack of alternative text for images, poor color contrast, missing or incorrect HTML tags, unclear or non-descriptive links, keyboard accessibility issues, and missing captions or transcripts for multimedia content.

How often should I review and update my website’s accessibility?
Web accessibility is an ongoing process. It’s recommended that you review and update your website’s accessibility regularly, at least annually or whenever significant changes are made to it. This ensures that your site remains compliant with the latest accessibility guidelines and best practices.

Can web accessibility improve my website’s search engine optimization (SEO)?
Implementing web accessibility best practices, such as using proper HTML tags, providing alternative text for images, and creating descriptive links, can positively impact your website’s SEO. Search engines prioritize accessible and user-friendly websites in their rankings.

What are some examples of accessible e-commerce product pages?
Examples of accessible e-commerce product pages include those from Patagonia and Native. These pages feature clear header tags, alternative text for images, color contrast adherence, and descriptive call-to-action buttons, among other accessibility features.

How can I ensure my website’s forms are accessible?
Ensure your website’s forms are accessible, provide clear and user-friendly labels for all form fields, ensure proper keyboard navigation and focus indicators, and follow best practices for error handling and input validation.

What resources are available to learn more about web accessibility?
Various resources are available to learn more about web accessibility, including the Web Content Accessibility Guidelines (WCAG) documentation, the Web Accessibility Initiative (WAI) resources, online courses and tutorials, accessibility blogs and forums, and accessibility consultants or experts.

Can web accessibility impact my website’s legal compliance?
Yes, web accessibility is a legal requirement in many countries and jurisdictions, including the United States, under the Americans with Disabilities Act (ADA). Failure to comply with accessibility standards can result in legal consequences, such as lawsuits or fines.

How can I involve users with disabilities in the accessibility testing process?
To involve users with disabilities in the accessibility testing process, you can conduct user testing sessions with individuals who use assistive technologies, such as screen readers or voice recognition software. Their feedback and insights can help identify and address accessibility issues more effectively.

BIO

James Taylor is a Marketing Specialist, writer, and branding enthusiast. As a Cal Poly Pomona alum, he is passionate about helping others grow their businesses. He focuses on content creation and internet developments and their impact on businesses and people. In his free time, he loves to relax with a good book by a campfire.