Boosting E-commerce Success With Digital Accessibility

Due to its competitive edge, e-commerce success hinges on catering to every potential customer. While sleek design and innovative features are often the focus, one essential element is frequently overlooked—accessibility (A11y). If your e-commerce platform isn't accessible to all users, including those with disabilities, you're missing out on a significant portion of the market.

Accessibility in e-commerce is more than just a legal requirement—it's a smart strategy that can increase your revenue and improve the overall customer experience. Let’s explore why prioritizing accessibility matters and how it can benefit your business.

What is e-commerce?

E-commerce, or electronic commerce, refers to the buying and selling of goods or services over the Internet. These systems encompass a range of digital tools and platforms, from websites and mobile apps to payment gateways and inventory management software. E-commerce has revolutionized the way consumers interact with businesses, offering the convenience of shopping from anywhere at any time.

Key components of an e-commerce system

• Online storefront. The website or app where users can browse products, make selections, and complete purchases.
• Shopping cart. A system that holds selected items before a transaction is completed.
• Payment gateway. A service that processes payments, ensuring transactions are secure and seamless.
• Inventory management. Tracks available stock and updates it in real-time as customers place orders.
• Customer Relationship Management (CRM). Collects data on users' behavior and preferences to personalize marketing and enhance customer service.

What is accessibility (A11y)?

Accessibility (A11y) refers to the design and development of digital products, such as websites and applications, that ensure usability for everyone, including individuals with disabilities. The goal is to create an inclusive digital environment that people with various physical, cognitive, and sensory impairments can easily engage with.

Key areas of A11y focus

• Visual impairments. Support for those who are blind or have low vision, with features like screen reader compatibility, alt text for images, and high-contrast modes.
• Auditory impairments. Audio and video content should include captions and transcripts for users who are deaf or hard of hearing.
• Motor disabilities. Features like keyboard navigation and compatibility with assistive technologies help those with limited mobility.
• Cognitive disabilities. Simplified layouts, readable fonts, and consistent navigation improve usability for users with cognitive challenges.

The Web Content Accessibility Guidelines (WCAG) provide a set of standards to ensure websites are perceivable, operable, understandable, and robust, which guide businesses toward inclusive design practices.

E-commerce accessibility statistics

The intersection of e-commerce and accessibility is increasingly important. Let’s consider some key statistics:

• 16% of the world’s population lives with a disability, yet many e-commerce sites fail to cater to this demographic.
• 71% of consumers with disabilities will abandon a website if it’s not accessible, resulting in millions of dollars in lost revenue.
• According to a 2023 study, 98% of e-commerce websites failed to meet basic accessibility standards as outlined in the Web Content Accessibility Guidelines (WCAG).
• Implementing accessible features, such as alt text, captions, and keyboard navigation, can increase conversion rates by up to 15%.

These numbers highlight the massive potential of making e-commerce platforms inclusive for all users.

You may be interested in: 7 Must-Have Accessibility Extensions for Google Chrome.

Why accessibility matters in e-commerce

Apart from the obvious reasons, like legal and regulatory compliance and moral and ethical considerations, accessibility is good for business, too. Here are 4 major reasons accessibility shouldn’t be an afterthought in your business strategy:

1. Reach a broader audience

By making your site accessible, you open your doors to over 1 billion people worldwide with disabilities, offering a seamless experience for an underserved market.

2. Legal compliance

Laws such as the Americans with Disabilities Act (ADA), the European Accessibility Act (EAA), and guidelines like WCAG make accessibility a requirement. Non-compliance risks lawsuits, fines, and reputational damage.

3. Improved SEO and usability

Features like alt text and simplified navigation benefit both users with disabilities and your site's search engine rankings, driving more traffic.

4. Enhanced customer loyalty

Creating an inclusive shopping environment fosters loyalty. When customers feel welcomed, they’re more likely to return and recommend your site to others.

The business aspect of accessibility

1. Increased conversion rates

Accessible websites often see higher conversion rates due to improved usability. When users with disabilities can easily navigate and complete transactions on your site, they’re more likely to follow through with purchases. By removing barriers to purchase, you increase your chances of converting visitors into loyal customers.

2. Enhanced brand reputation

A commitment to accessibility reflects positively on your brand. It demonstrates social responsibility and shows that you value all customers equally. This can enhance your brand’s reputation and differentiate you from competitors who may not prioritize inclusivity.

3. Cost-effective solutions

Addressing accessibility issues early in the design and development process is often more cost-effective than retrofitting an existing site. Implementing accessible practices from the start can save you time and money in the long run by avoiding costly redesigns and legal challenges.

Common accessibility challenges in e-commerce

Before diving into how implementing accessibility can help your business, let’s outline a few of the most common accessibility barriers that online retailers face:

• Poor color contrast. Difficult for users with visual impairments to read content.
• Lack of keyboard navigation. Users who cannot use a mouse need keyboard-friendly navigation.
• Non-accessible forms. Checkout forms without labels, error messages, or proper focus management create barriers.
• Missing alt text. Screen readers rely on alternative text to describe images to visually impaired users.
• Complex layouts. Overly complex or cluttered interfaces can confuse users with cognitive disabilities.

Examples of how products and prices can be read

Accessible e-commerce websites should present products and prices in a structured, easy-to-read format for both visual users and screen readers.

Key considerations include:

• Screen reader-friendly layout. Proper use of semantic HTML (like <li> for lists, <h2> for product names) ensures that screen readers interpret content correctly.
• Price and product together. Products and prices should be read as a block of information, using proper ARIA roles so that screen readers can announce them together. For instance:
  • "Product name: Wireless Headphones" followed by "Price: $289" should be read seamlessly by a screen reader.
• Clear descriptions and alt text. Ensure that each product has descriptive alt text, particularly for images, to convey product details effectively.

E-commerce metrics and how accessibility impacts them

E-commerce platforms have specific metrics and user experiences that differ from other types of digital products, and accessibility plays a vital role in enhancing these aspects. Here’s a quick rundown of the top 5 e-commerce metrics:

Conversion rate 

The percentage of visitors who complete a purchase. Accessibility can significantly impact this, as inaccessible websites deter users from finishing transactions.

Cart abandonment rate 

Many factors contribute to abandoned carts, including poor accessibility. For instance, users with disabilities may struggle with inaccessible checkout forms, leading them to abandon their purchase.

Bounce rate 

This metric measures how quickly users leave your website after visiting only one page. High bounce rates could indicate that users find it difficult to navigate or interact with the site, particularly if accessibility features are lacking.

Average order value (AOV) 

Accessible sites can see an increase in AOV as they provide a smoother, more comfortable experience, encouraging users to buy more.

Time on site 

Accessibility improves the overall user experience, leading to longer visits and increased engagement, which can result in more sales.

The bottom line

As e-commerce grows, the demand for accessible digital experiences will only increase. By prioritizing accessibility now, you position your business for long-term success and inclusivity. Remember, accessibility is not a trend—it’s a fundamental aspect of modern digital experiences.

Ready to make your business more inclusive and accessible? Reach out to learn how our accessibility testing services can help your business grow and be compliant.