E-Commerce Accessibility: Making Your Online Store WCAG Compliant

In the digital marketplace, creating an accessible online store isn't just about compliance—it's about opening your store doors to everyone. With over one billion people worldwide living with disabilities and controlling $2.6 trillion of disposable income, in the United States, the United Kingdom, the European Union, and Canada alone making your e-commerce site accessible is both a moral imperative and a smart business decision.

In this article, we'll explore why digital accessibility is important for your e-commerce business and how to make your online store WCAG-compliant.

The business case for accessibility

The impact of accessibility extends far beyond compliance. Companies that prioritize digital accessibility consistently outperform their competitors. A Level Access 2023 study found that retailers who prioritize accessibility report significant benefits:

• 89% see improved brand reputation
• 73% increase revenue
• 82% acquire more customers
• 93% report better overall user experience

This success comes from reaching a broader market and creating better experiences for all users.

What is digital accessibility?

Digital accessibility means designing websites, apps, and online stores so everyone can use them, regardless of their abilities. Think of it as making sure your online store has the equivalent of ramps, wide aisles, and clear signage that you'd find in a physical store. When your e-commerce site is accessible, it can be used by people who:

• Use screen readers to navigate the web
• Can't use a mouse and rely on keyboard navigation
• Have color blindness or low vision
• Need more time to read and understand content
• Use voice commands to browse the internet
• Have temporary disabilities like a broken arm

Recent data shows that 72% of organizations now have a digital accessibility policy, recognizing both the business opportunity and legal necessity. For e-commerce stores specifically, accessibility isn't optional - it's a fundamental part of good customer service and user experience.

The benefits extend beyond compliance. An accessible store often provides a better shopping experience for everyone. For example, clear product descriptions that help screen reader users also help shoppers who prefer reading detailed information before buying. Similarly, good color contrast helps both people with visual impairments and shoppers using their phones in bright sunlight.

Understanding WCAG compliance

Web Content Accessibility Guidelines (WCAG) provide the framework for making your online store accessible. These guidelines rest on four fundamental principles: your content must be perceivable, operable, understandable, and robust. For e-commerce sites, this means ensuring that all customers can browse products, understand pricing, add items to their cart, and complete purchases independently.

The latest WCAG version is 2.2, but most countries still require 2.1 or 2.0 compliance. The main differences focus on pointer targets (minimum size 24x24 pixels), keyboard focus visibility, drag-and-drop alternatives, and authentication simplification. 

The update also requires consistent help placement across pages and eliminates redundant data entry. WCAG 2.2 removes the 4.1.1 Parsing requirement, which is now considered obsolete. These changes primarily aim to improve mobile accessibility and make websites more usable for people with cognitive disabilities.

The next major update, WCAG 3.0, will bring bigger changes to adapt to new technology and user needs. While WCAG 3.0 is still in development, it aims to be more flexible and user-focused than previous versions.

You might be interested in: Top 5 Myths and Facts About Digital Accessibility.

Essential areas for e-commerce accessibility

When it comes to ensuring digital accessibility for your customers, it is best to follow the Web Content Accessibility Guidelines (WCAG) 2.2. Below we have listed some of the key elements for eCommerce.

1. Navigation

Your store should work smoothly whether someone's using a keyboard, mouse, or assistive technology. All menus, buttons, and links need to be reachable by keyboard alone. Think of it like making sure every aisle in your physical store is accessible - you wouldn't block pathways with displays, so don't block digital navigation with keyboard traps or unreachable elements.

2. Clear product information

Every product needs a complete description that works for all shoppers. This means clear, descriptive alt text for images that tells shoppers what they're looking at - color, style, and key features. Prices and sale information should be clearly marked and readable by screen readers. Product variations like sizes and colors need to be easily selectable using any input method.

3. Smooth checkout process

The checkout process is critical - 69% of businesses struggle with making this part accessible. Forms should have clear labels, obvious error messages, and enough time to complete transactions. Cart updates need to be announced to screen readers, and shoppers should get warnings before their session times out.

4. Easy-to-see design

Your store needs to be visually accessible without sacrificing style. Text should stand out against backgrounds with good contrast (4.5:1 ratio minimum). Don't rely on color alone to show important information - use icons or text too. Everything should still work when zoomed up to 200%, and clickable elements need enough space between them to prevent mis-clicks.

5. Mobile shopping

Mobile accessibility is crucial for modern e-commerce. Touch targets should be large enough (at least 44x44 pixels), and your site should work well in both portrait and landscape orientations. Provide alternatives for complex gestures, and ensure text stays readable on smaller screens.

Common challenges

While the guidelines and requirements for e-commerce accessibility are clear, online retailers may face several common challenges in implementing them. In this section, we'll take a closer look at some of the key issues that e-commerce sites often encounter.

1. Dynamic content

Dynamic content is one of the biggest challenges in e-commerce accessibility. When items are added to the cart or prices are updated, these changes must be announced to screen reader users. ARIA live regions can help communicate these updates effectively. Similarly, product filters and sorting mechanisms need to be keyboard-accessible and provide clear feedback when applied.

2. Session timeouts

Session timeouts also require careful consideration. While they're important for security, they can create barriers for users who need more time to complete transactions. Providing warnings before timeout and options to extend sessions helps create a more inclusive shopping experience.

3. Filtering and sorting

Another common accessibility barrier involves product filters and sorting mechanisms. These features need to be fully keyboard-accessible, with clear feedback provided when changes are applied. This allows users of all abilities to easily navigate and refine search results.

By addressing these common challenges, e-commerce businesses can ensure their online storefronts are accessible to the widest possible audience. This not only benefits customers with disabilities but can also improve the overall user experience and boost SEO performance.

Implementation strategy

Step 1: Audit and assessment

Begin with a thorough accessibility audit of your e-commerce store. Use automated testing tools to identify basic issues, but don't rely on them exclusively. Manual testing, especially with keyboard navigation and screen readers, reveals usability issues that automated tools might miss.

Step 2: Strategic planning

Prioritize improvements based on impact and urgency. Create a roadmap that addresses critical user paths first - especially navigation and checkout flow where accessibility barriers directly affect sales. Set clear timelines and allocate resources for implementation.

Step 3: Technical implementation

Start implementation with high-impact improvements that affect the most users. Focus on enabling seamless keyboard navigation throughout your site and implementing proper ARIA attributes. Ensure your heading structure is logical and clear for screen readers. Build robust error handling that clearly communicates issues to all users. Implement proper form labels and descriptions to make forms accessible. Pay attention to color contrast ratios and provide clear text alternatives for all images and visual elements.

Step 4: Process integration

Make accessibility an integral part of your development workflow by incorporating it into every stage of your process. Include specific accessibility requirements in all project specifications from the start. Create accessible templates for content creation to ensure consistency. Establish clear review processes for new features that include accessibility testing. Implement automated accessibility testing as part of your regular development pipeline.

Step 5: Monitoring and maintenance

Create a robust monitoring system that includes regular accessibility scans of your entire site. Conduct periodic manual testing of key user journeys and carefully track all accessibility feedback from users. Keep a close eye on WCAG compliance across your site and review all new content for accessibility before publication. Stay informed about evolving accessibility standards and implement updates as needed.

Step 6: Documentation and improvement

Maintain detailed records of your accessibility efforts through comprehensive documentation. Keep your accessibility statement updated and accurate. Document all accessibility features and processes. Track and record all testing results and subsequent improvements. Maintain detailed records of user feedback and resolution actions.

You might be interested in: What is Digital Accessibility and Why It Matters Now More Than Ever.

The future of e-commerce accessibility

The landscape of digital accessibility continues to evolve. With the rise of mobile shopping and new technologies, staying current with accessibility best practices is crucial. European Accessibility Act requirements coming into effect in 2025 will further emphasize the importance of digital accessibility for global businesses, and similarly, in 2026 the U.S. will begin stronger accessibility guideline implementation.

Conclusion

Creating an accessible e-commerce site is an ongoing process, not a one-time project. By committing to accessibility, you're not just complying with legal requirements—you're creating a better shopping experience for everyone while accessing a broader market. The investment in accessibility pays dividends through increased market share, reduced legal risk, and enhanced brand reputation. In today's competitive digital marketplace, accessibility isn't just the right thing to do—it's important for business success.

Key takeaways

• Digital accessibility is both a business requirement and an opportunity. The disability market controls $2.6 trillion in disposable income.
• Organizations implementing accessibility report significant benefits: 93% better user experience, 89% improved brand reputation, and 73% increased revenue.
• WCAG 2.2 is the latest standard, with major updates focusing on mobile accessibility and cognitive disabilities.
• Essential areas include keyboard navigation, clear product information, accessible checkout process, and proper dynamic content handling.
• Successful implementation requires a systematic approach through auditing, strategic planning, continuous testing, and regular maintenance.
• Global accessibility requirements are strengthening, with new regulations in the EU (2025) and the U.S. (2026).

Ready to launch an e-store that everyone can use? Contact us and learn more about our accessibility testing services and provide your users with fully inclusive digital solutions—no matter their ability.