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Ecommerce Accessibility: Making Online Stores ADA Compliant

Ecommerce accessibility and ADA compliance are essential components of creating inclusive online shopping experiences. As the digital marketplace continues to expand, ensuring that online stores are accessible to all users, including those with disabilities, has become imperative. The Americans with Disabilities Act (ADA) sets forth guidelines that necessitate businesses to accommodate customers with disabilities. In the sphere of online retail, this means that ecommerce websites must be designed and built with features that allow individuals with various impairments to navigate, understand, and interact with content effectively.

To adhere to these standards, ecommerce platforms must implement practices that align with the Web Content Accessibility Guidelines (WCAG), which serve as the benchmark for digital accessibility. These guidelines provide a framework for making web content more accessible, encompassing aspects such as visual, auditory, and physical disabilities. 

By focusing on these guidelines, stores can ensure they are inclusive to a wider audience while minimizing the risk of legal repercussions associated with non-compliance. The convergence of ethical responsibility and legal requirements fosters an ecommerce environment that prioritizes accessibility, ultimately enhancing the user experience for all customers.

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Understanding ADA Compliance

Ensuring ADA compliance is essential for online businesses seeking to provide equal access to all customers. This section outlines the Americans with Disabilities Act and its extension to digital accessibility.

History and Overview of the ADA

The Americans with Disabilities Act (ADA), enacted in 1990, is a civil rights law that prohibits discrimination against individuals with disabilities in all areas of public life. Originally intended to address accessibility in physical spaces, its scope has expanded with the advent of the internet to include digital accessibility.

ADA and Online Accessibility

For online businesses, ADA compliance means making e-commerce websites accessible to people with a wide range of disabilities. This encompasses adhering to the Web Content Accessibility Guidelines (WCAG), which have become the benchmark for online accessibility. Making a website ADA-compliant involves providing features such as:

  • Screen reader compatibility: Enables people with visual impairments to understand what is on the screen.
  • Keyboard navigation: Allows users with motor impairments to navigate without a mouse.
  • Content alternatives: Offers text alternatives for non-text content like images.

These features empower users with disabilities to engage fully with e-commerce platforms, contributing to a more inclusive online environment.

Identifying Common Barriers

When creating an ADA-compliant e-commerce website, it’s crucial to recognize areas where users may encounter difficulties. Two significant barriers often impede the shopping experience: navigational challenges and visual and auditory obstacles.

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Navigational Challenges

E-commerce websites frequently necessitate complex navigation to allow customers to browse through a myriad of products and categories. A common barrier for individuals with disabilities is the lack of keyboard navigability, which extends to the inability to access drop-down menus, forms, or call-to-action buttons without a mouse. This can prevent a person using assistive technologies from completing purchases efficiently.

  • Examples of Navigational Challenges:
    • Inaccessible drop-down menus
    • Form fields without accessible labels
    • Missing keyboard focus indicators
    • Absence of skip links for bypassing repetitive content

Visual and Auditory Obstacles

For users with visual impairments, image accessibility is crucial. Images or photographs must have descriptive alt text to convey the information they depict. Without such descriptions, screen readers cannot interpret the content of the images, leaving users without a full understanding of the product. Additionally, videos and audio content must have captions or transcripts for those with auditory impairments.

  • Solutions to Visual and Auditory Barriers:
    • Alt text for all images
    • Closed captioning for video content
    • Transcripts available for audio material

By effectively addressing these barriers, e-commerce sites can ensure they cater to a broader audience, foster inclusivity, and adhere to ADA compliance standards.

Designing for Accessibility

Designing an accessible online store is crucial for creating an inclusive shopping experience. Ensuring that every customer, regardless of ability, can navigate, understand, and interact with your content is key. By adhering to design principles and developing content with accessibility in mind, an ecommerce website can cater to a wider audience and potentially improve its market reach.

Inclusive Design Principles

Inclusive design principles ensure that an ecommerce website is usable by people with a wide range of abilities. This approach involves several accessibility design principles, including:

  • Consistent Navigation: Providing a predictable site structure with a clear and consistent navigation system.
  • Keyboard Accessibility: Ensuring that all interactive elements are operable through keyboard inputs for users unable to use a mouse.
  • Text Alternatives: Offering text alternatives for non-text content, such as images, to allow screen readers to articulate the content.

Color and contrast are essential considerations to accommodate users with visual impairments. High contrast text settings and avoiding color as the only means for conveying information help users discern content on the page.

Creating Accessible Content

When creating content for an ecommerce website, clarity and simplicity take precedence. Content must be accessible:

  • Readable Text: Utilizing an easily readable font type and size, complemented by sufficient line spacing.
  • Descriptive Link Text: Using anchor text that accurately describes the link destination, promoting easy navigation.

Multimedia content must include captions for audio and video, and transcripts for audio content to assist users who are deaf or hard of hearing. This fosters an environment where content is universally accessible.

Technical Aspects of Accessibility

Ensuring that an ecommerce platform adheres to the Americans with Disabilities Act (ADA) involves a multi-layered approach to accessibility, focusing on both the underlying structure of the website and the interactive elements that users engage with.

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Accessible Website Architecture

A website’s architecture must be designed with accessibility in mind. This means using semantic HTML to convey the structure and meaning of the web content—employing appropriate header tags, lists, and table elements where needed. Pages should be structured logically, with a clear hierarchy that screen readers can interpret. For instance, the correct use of <h1> through <h6> tags guides users through the content, allowing them to understand the organization and importance of the information presented.

Proper labeling is another critical aspect. Visually hidden labels that can be read by screen readers are essential, especially in forms where inputs need clear identification. For accessible buttons, using the <button> element with descriptive text ensures that users understand the action that will be taken.

Interactive Elements and Keyboard Accessibility

Interactive elements include links, buttons, form controls, and any custom widgets. They must be operable using a keyboard alone to ensure that users who are unable to use a mouse can still navigate and interact with the website. This entails that all interactive elements need to be focusable and should have a visible focus state so that users can keep track of where they are on the page.

For buttons, particularly, they should activate upon pressing the Enter or Spacebar keys. The proper use of ARIA (Accessible Rich Internet Applications) roles and properties enhances the user experience for assistive technologies, defining the roles and states of these interactive elements. Compliance with WCAG guidelines ensures that interactive elements are usable and accessible to all users.

Legal and Business Benefits

Ecommerce websites that prioritize ADA compliance not only safeguard against legal repercussions but also realize significant business advantages.

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Avoiding Litigation

By ensuring their online stores are accessible to those with disabilities, small businesses mitigate the risk of ADA-related litigation. Accessibility tools can aid in this endeavor by bringing a site into compliance with WCAG and ADA standards, providing both legal protection and an improved user experience. 

Enhancing Brand Image

A commitment to ADA compliance emphatically enhances a brand’s public image. It demonstrates social responsibility and fosters inclusivity—a principle increasingly valued by consumers. By incorporating ADA standards into their platforms, businesses not only cater to a wider audience but also promote a positive and accessible brand experience, which can translate into customer loyalty and expanded market reach.

Platform Specific Considerations

When considering ADA compliance for e-commerce platforms, it’s essential to examine platform-specific features and guidelines. Each platform offers different tools and built-in settings to enable online stores to meet accessibility standards.

Shopify Accessibility Features

Shopify provides merchants with a variety of Shopify accessibility features designed to create inclusive online shopping experiences. Store owners must utilize these features to enhance ADA compliance. Some of these ADA compliance and Shopify features include:

  • Text Alternatives: Merchants can add alt text to images, enabling screen reader users to understand visual content.
  • Keyboard Navigation: Shopify themes are generally developed with keyboard accessibility in mind, allowing navigation without the use of a mouse.

WooCommerce Accessibility Guidelines

WooCommerce encourages store owners to adhere to accessibility guidelines that align with ADA standards. They offer various resources to guide the integration of accessible practices within WooCommerce shops. Key aspects of accessibility for WooCommerce include:

  • Theme Selection: Carefully choose themes that declare their accessibility standards and offer features that support those with disabilities.
  • Plugins: Selection of plugins that enhance or maintain the accessibility of a WooCommerce site, such as those for building accessible forms or improved navigation structures.

Assistive Technologies and Widgets

E-commerce accessibility is greatly enhanced by assistive technologies and widgets that enable users with disabilities to navigate and interact with online stores. These tools and integrations are essential for creating an inclusive shopping experience conforming to ADA compliance standards.

Tools for Improved Access

Assistive technologies such as screen readers, speech recognition software, and screen magnifiers play a critical role in facilitating access for users with visual, auditory, or mobility impairments. Screen readers interpret and vocalize the content on a webpage, allowing users with visual impairments to receive the information audibly. Moreover, speech recognition software enables users to navigate and input information using voice commands, which is invaluable for those with limited mobility.

Integration of Accessibility Widgets

In addition to standalone assistive tools, many e-commerce websites now integrate an accessibility widget that offers a suite of functions designed to improve website accessibility with just a few clicks. These widgets typically include features such as text-to-speech, keyboard navigation enhancements, and options to adjust font size or color contrasts to assist users with different types of disabilities. Integration of such widgets demonstrates a commitment to inclusivity and ensures a wider audience can engage with an e-commerce platform effectively.

Testing for Compliance

Ensuring that an e-commerce website meets ADA standards involves two distinct approaches: thorough manual evaluations and the efficiency of automated tools.

Manual Audits and User Testing

Manual audits are essential for a comprehensive assessment of a website’s accessibility. They involve a structured process where evaluators follow the Web Content Accessibility Guidelines (WCAG) to examine various elements of the website. This can include checking color contrast, keyboard navigation, and the presence of alternative text for images. Often, these audits involve collaboration with individuals who have disabilities to conduct user testing, providing invaluable insights into the practical accessibility of the website.

Maintaining Accessibility

Maintaining accessibility in an online store is a continuous process that requires regular monitoring and staff training.

Ongoing Review and Updates

Regular Audits: E-commerce businesses should conduct periodic accessibility audits to identify and fix issues. These audits could be quarterly or bi-annually, mirroring the dynamic nature of online content. 

Update Processes: With web technologies constantly evolving, it’s critical to integrate accessibility into the development lifecycle. Any updates to the website should be tested for compliance with WCAG guidelines, to ensure that new content or features don’t introduce barriers for users with disabilities.

Educating Your Team

Roles and Responsibilities: Clearly define team members’ roles in maintaining accessibility. Designers, developers, and content creators should understand their part in fostering an inclusive online environment.

Training Programs: Implement a training program that aligns with resources like those at to keep staff updated on best practices and legal requirements regarding web accessibility. This can include topics such as accessible navigation structures, the importance of alternative text for images, and how to create accessible multimedia content.


Achieving ADA compliance for an e-commerce website ensures that all potential customers, including those with disabilities, have equal access to online shopping experiences. Businesses must recognize the importance of accessibility not only as a legal requirement but as a moral obligation and a smart business practice.

E-commerce platforms are encouraged to adhere to the Web Content Accessibility Guidelines (WCAG) to create an inclusive environment. This includes features like screen reader compatibility, keyboard navigation, and alternative text for images, which are necessary for a fully accessible website.

Investing in ADA compliance can also have economic benefits. By expanding accessibility, merchants tap into a wider customer base and potentially improve their market reach. Accessibly offers solutions to help businesses become ADA-compliant.

In summary, prioritizing accessibility is not only a proactive step towards embracing all customers but also an enhancement of the brand’s reputation and potentially its financial success. As digital commerce continues to grow, inclusivity in online shopping will remain a key aspect of ecommerce success. Get your free trial of Accessibly today!

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Article by Kaspars Milbergs

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