Web accessibility in e-commerce is both a legal requirement (ADA, EAA) and a business opportunity. People with disabilities represent $490 billion in disposable income in the US alone.
Product images: provide descriptive alt text for all product images. Alt text should describe the product, not just repeat the product name. 'Red leather crossbody bag with gold hardware, adjustable strap' is better than 'Bag.'
Color independence: do not convey information through color alone. Sale prices, stock status, and size availability should use text labels in addition to color indicators.
Form accessibility: label every form field explicitly, provide clear error messages, and ensure forms are keyboard-navigable. Checkout form accessibility directly impacts conversion for users with disabilities.
Keyboard navigation: ensure all interactive elements (buttons, links, menus, product selectors) are accessible via keyboard. Tab order should follow logical visual flow. Focus indicators must be visible.
Screen reader compatibility: test your store with VoiceOver (Mac/iOS), NVDA (Windows), and TalkBack (Android). Product information, cart contents, and checkout steps must be announced clearly.
Video accessibility: provide captions for product videos. Include audio descriptions for visual-only content. Ensure video players have keyboard-accessible controls.
Mobile accessibility: large touch targets (minimum 44x44px), sufficient text size (16px minimum), and pinch-to-zoom support. Do not disable zoom functionality on mobile devices.
Accessibility testing: use automated tools (axe, WAVE) for initial scanning, then manual testing with keyboard and screen reader. Automated tools catch about 30% of issues; manual testing catches the rest.
Legal landscape: ADA web accessibility lawsuits increased 300% between 2018-2023. Proactive accessibility investment is far less expensive than defending lawsuits and remediating under court order.
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