Accessible Online Store for People with Disabilities: Standards and Solutions

Accessibility is not about pity. It’s about profit

Business in the digital realm is primarily about access. Not to the office or warehouse, but to the website where everything is decided: whether the product is added to the cart, whether the payment is completed, or if the customer returns tomorrow. And here’s the key point — it’s not just about convenient filters or discounts on the homepage. What’s important is whether your customer can even use the site.

What if a person doesn’t see the mouse? Or uses a screen reader because they have a visual impairment? Or cannot press the small “buy” button with their finger because they navigate the computer solely with the keyboard? For most entrepreneurs, this is fantasy. But for millions of people, it’s reality.

And this is where website accessibility comes into play. Not as a “social initiative,” but as a point of profit growth. As a competitive advantage. As an entry into a new, loyal, but so far ignored audience.

Imagine opening a store in a new neighborhood with 10,000 residents. Then, you intentionally cover the display window, remove the signage, and make the door handleless. That’s exactly what an online store looks like if it’s not adapted for people with disabilities.

So, if anyone still thinks that accessibility is only about “ethics,” it’s worth looking at the sales reports of those who’ve already taken the first steps. Isolation in e-commerce is a one-click path. But openness is also one click — just in the right direction.

What is website accessibility and why is it critical for e-commerce

To speak the language of business, let’s start with definitions. Web accessibility means that people with various disabilities can interact with a website without barriers. When all actions — browsing the catalog, choosing a size, adding to the cart, making a payment — are possible effortlessly, regardless of physical or sensory characteristics.

These are not “special features,” but a basic level of a civilized internet. And here comes WCAG — Web Content Accessibility Guidelines. This is an international standard that dictates how a website should be so that everyone can use it.

These standards are not just bureaucracy. Adherence to them already affects two important indicators today:

1. SEO. Google considers accessibility in rankings. If a site is unreadable, has a chaotic structure, or is inaccessible on mobile devices — hello, page 5 of the search results.
2. Legal safety. In the US and EU countries, websites that do not meet accessibility standards can be subject to lawsuits. A prominent example is Domino’s Pizza, which was sued over an inaccessible site. The company lost not only time and reputation but also significant money.

Now, a little closer to business. Imagine a typical situation: a user visits your online store. But they can’t see the product description because the text blends with the background. Or they can’t choose a size because this function only “pops up” when hovering with a mouse, which they don’t have. Or the payment form isn’t readable by a voice assistant.

What will they do? They’ll leave the site and go to a competitor, where they can make purchases with obstacles only at the payment card level, not at the interface level. And you won’t even see this in analytics. Because the decision not to purchase happens even before clicking “add to cart.”

WCAG 2.1 is based on four principles: perceivable, operable, understandable, and robust. This means that:

• content must be readable for everyone — considering colors, fonts, and contrast;
• all functions must be accessible via keyboard;
• information must be logically structured;
• the site must work correctly with assistive technologies.

Online store owners often think that accessibility is something expensive, complex, and untimely. But it’s like data security: until a problem occurs, no one sees it, and when it does, it’s too late.

So, if you’re asking yourself, “Is it worth doing this now?” — the answer is simple: yes, it is. And better today. Because tomorrow your user will already go to someone who is not “later,” but “already.”

Main barriers in online stores that repel users

The worst thing about barriers is that they are invisible. Especially when you are a developer with good eyesight, motor skills, and a new MacBook. And when the store owner opens the site, sees a beautiful banner, trendy fonts, and buttons — it seems everything works. But it’s worth imagining that someone is viewing this not with eyes but through a voice interface. And then, the attractive facade is of no use.

Accessibility is not a bonus feature, but a foundation. It’s hard to count how many people simply aren’t willing to spend effort on an inconvenient site. People don’t leave comments, they don’t complain, they just leave. And these “silent losses” cost businesses more than any advertisement.

To create a truly effective online store, you need to stop looking at the site only through the creator’s eyes. You need to become the user who comes with a need and instead encounters obstacles. And the sooner you see them, the fewer clients you will lose.

Lack of logical structure

Imagine a customer who wants to find ‘size 42 sports sneakers’ in the ‘men’s footwear’ category. But the menu only opens on hover, the search is unlabeled, and the filter is not screen reader accessible. The result? The person simply leaves the site. And this happens every day. No scandals, but with losses.

A good structure is when even an unfamiliar person understands what to look for and where within 10 seconds. This is especially important for users who cannot see the screen and ‘listen’ to it through special programs. If the order of elements is chaotic, the person loses orientation and leaves. Along with them goes potential profit.

Color Dependency

Often, online stores indicate available options only with color: green for ‘in stock,’ red for ‘out of stock.’ But if the user is colorblind or has visual impairments, these markings become invisible. As a result, the decision to ‘buy’ also disappears.

The solution is simple — add redundancy in the form of text or icons. For example, ‘✓ In Stock’ or ‘✖ Out of Stock.’ This requires minimal effort from the developer but provides maximum benefit for people who do not perceive colors as most do. And this is not an exception — statistically, every 12th man has color blindness.

Feedback and Order Forms

Another pain point. Fields without labels, errors without descriptions, a ‘submit’ button that is not announced by screen readers. Or even worse — an inaccessible payment method, for instance, when checkboxes cannot be selected using the keyboard.

A form is like a dialogue with the user. If it is not visible, not announced, or only responds to the mouse, the person simply will not be able to place an order. This is not just an inconvenience but a real barrier preventing a purchase. The solution is simple: use labels for fields, correct tags, and ensure keyboard accessibility.

Image adaptation

If product cards do not have alternative text, then for a person with visual impairments, “new hoodie at a discount” appears as: “image without description”. A sale? Now less likely.

Alt-texts are not just about SEO. They allow screen reader users to understand what is displayed on the screen. And if it’s a new collection, a new product, or a promotion, without a description this information simply disappears. As a result, the incentive to purchase disappears as well.

Banners and auto-play videos

Nothing is more off-putting than a sound suddenly blaring at full volume, especially if the “stop” button cannot be found without a mouse. This is not a minor issue. It is a conversion killer.

Any movement or sound on the website must be controllable. Give the person the right to decide whether they want to listen to the video. And ensure control access — buttons for “pause”, “stop”, “mute” must be accessible via keyboard and intelligible to a screen reader.

Fixed font sizes

If text does not scale properly and “breaks” when enlarged, a user with visual impairments will simply not read up to the “place order” button. And they will not return.

A person should be able to resize text without losing the page structure. It may seem trivial, but this determines whether they will read the product description to the end or stop halfway. Accessibility is not just about beautiful fonts, it’s about functional comfort.

Contrast

Good design is great. But light gray text on a white background is a design disaster. Especially if that text includes delivery terms or “in stock.”

Proper contrast is key to readability. And this doesn’t only apply to people with visual impairments. Reading small and pale text is inconvenient even on a bright sunny day or on a display with reduced brightness. Minimum contrast should be 4.5:1 for the main text. It’s simple, accessible, and highly effective.

Accessibility Audit of Your Online Store: Tools and Tips

There’s no need to build everything from scratch to assess how ready your online store is for inclusive users. A good diagnosis is enough to start. And a diagnosis is an accessibility audit.

Do you have a website? Then open Chrome, press F12, go to the Lighthouse tab, and select “Accessibility.” In a few seconds, you’ll receive a score from 0 to 100 and a list of errors that deter some of your audience.

Want even more precision? The WAVE Web Accessibility Evaluation Tool will show exactly where issues with buttons, headings, and forms are. axe DevTools allows you to dive even deeper, including interactions with the keyboard and screen readers.

But even without complex tools, there is a simple test. Open your site. Close your eyes. And now — try to place an order using the keyboard and screen reader. If you couldn’t make it all the way to the ‘pay’ button — imagine how it is for the customer.

Another tip — use simulators: they mimic color blindness, motor impairments, and low vision. Check how your site looks under these conditions. Perhaps the ‘Buy Now’ button suddenly disappears. Or the product description ‘slips’ out of the design.

An audit is not a ‘design evaluation’, but a clear tool for increasing sales. Because what works for everyone works better. And if your site passes this test, you not only meet the standard. You gain a competitive advantage that is still little used.

And most importantly — you stop losing those who already came to you with money but just couldn’t find the door.

How to Develop an Accessible Online Store: Practical Tips

Now, onto the most interesting part. Because if you have read up to this point, it means you are not just interested but probably already imagining how you are testing the site from a keyboard or checking alternative text. So it’s time to talk specifically: how to transform your online store from a ‘just for insiders’ showcase into a true digital marketplace — open, comfortable, and beneficial for everyone. Here are some tips to help with this:

• Let’s start with navigation. On an accessible site, a user should be able to go through the entire path — from the home page to completing an order — using only a keyboard. Everything clickable should be tabbable. The ‘Buy’ button? Focus. ‘Checkout’? Focus. All dialog boxes, filters, tabs—too. If it’s impossible without a mouse, the site becomes a labyrinth with no exit.
• Next — aria-label. It’s like road signs for a screen reader. When a voice assistant announces a button, the user should understand what it does. Not ‘button’ or ‘link,’ but clearly: ‘Add to cart,’ ‘Proceed to checkout.’ This requires two lines of code, not rewriting the entire site.
• Proper heading structure is another point. Headings should follow a logical hierarchy: H1, H2, H3. No chaos or jumps. Because for a screen reader, headings are like a table of contents in a book. If it’s confused, the user is confused too. And as we know, confusion is the enemy of purchasing.
• Important nuance — forms. Each field should have a label, each error — an explanation. Saying “Field is mandatory” is not enough. It’s better to say: “Enter your name so we can address you in the order.” It may sound simple, but in practice, these little details affect the percentage of completed purchases.
• And don’t forget about the session timeout. If the payment form closes after 60 seconds without a notification — it can be a trap. For people who need more time due to motor issues, it’s critical. A timeout notification, the ability to extend — a small detail that makes all the difference.

Now — the promised list or checklist for implementation:

• Set up complete site navigation using the keyboard.
• Add aria-label to all functional elements: buttons, links, forms.
• Check the header structure: logical, sequential, without gaps.
• Add tooltips to form fields and explanations for errors.
• Set up timeout notifications and the ability to extend the session.
• Check if the screen reader reads all the text and labels on product pages.
• Review how dropdown menus and filters work without a mouse.
• Use alt-texts for all images — and not just “t-shirt”, but “Black t-shirt with logo, 100% cotton”.

This is not a complete list — but it’s a good start. Like the first session at the gym: the main thing is not to wait for the perfect form, but to start working with what you have.

UX/UI for accessible e-commerce: design that sells to everyone

How many times have you heard the phrase “I’m just not comfortable on this site”? Now imagine it being said by people for whom discomfort is not a subjective impression, but a physical inability to use it. And here enters UX/UI — the very design that either works for sales or against them.

In fact, accessibility and good design do not conflict. On the contrary, they perfectly complement each other. Because what is good UX? It’s when a user can easily navigate, doesn’t feel lost, and doesn’t get frustrated. And accessibility means that all users, without exception, have such an experience.

Let’s start with buttons: CTAs that you don’t need a magnifying glass to find

If the “Buy” button is the size of a pixel or “hidden” behind styling, it loses its meaning. It needs to be noticeable, large, with clear text. And importantly, it needs to be high contrast. White text on a light gray background looks good only in a mockup. In real life, it’s a failure.

Important: buttons should be accessible via keyboard, readable by screen readers, and not change functionality when scaled. These are simple things that significantly increase conversion.

Text is another pain point: read or guess

Small, elegant, styled fonts look beautiful in a presentation. But try reading it on a mobile device in bright sunlight, or if you’re experiencing visual fatigue. And what if the user has a visual impairment? Text should be scalable, not break the layout, and be easy to read.

Letters should be clearly drawn, without unnecessary decorative elements. The minimum recommended size is 16px, with the ability to scale without losing structure.

But color is a real trickster: how not to lose half of the customers

Using color alone to convey information is a taboo. For example: “green — available, red — not available.” For colorblind people, this is an abstraction. There must be duplication through text, icon, or another graphic solution.

By the way: about 300 million people worldwide have color perception disorders, and if you convey important information only through color, you are simply excluding them from the game. And that’s a minus in sales.

And also remember about icons

It’s nice to have a cart icon in the basket. But what if it’s not labeled? A screen reader will just say: “icon.” And that doesn’t inform; it confuses. A label for the icon is a small thing, but it determines whether the user reaches the purchase.

The designer’s task is not just to “draw beautifully,” but to build a route that leads to purchase. For everyone. Not only for a young mom with an iPhone, but also for a man with hand tremors, for a woman using a screen reader, for anyone who might become your client.

After all, UX is not about trends, but about how quickly and seamlessly a user finds what they came for. And if they find it, click ‘buy’ and go through the whole journey — you’ve created a design that sells. And you’ve done it right.

WordPress + WooCommerce: how to set up accessibility without a programmer

One of the biggest myths in the world of accessibility is that implementing changes requires a team of developers, Google certificates, and three months of technical meditation. In fact, if your online store runs on WordPress + WooCommerce, you can do half the work today — without a single line of code.

Let’s start with the theme. If you are using a paid or free theme, make sure it supports accessibility. It may not necessarily be written in large letters on the theme’s main page, but it is present in the documentation. For example, the Storefront theme from WooCommerce is a basic template with good accessibility. Yes, it is not the trendiest, but it provides a great foundation on which to build a barrier-free interface.

Next up are plugins. And here are a few tried and tested helpers:

• WP Accessibility — adds basic accessibility features: skip navigation, form hints, contrast settings.
• One Click Accessibility — even simpler. A button on the panel — and a panel with font, contrast, and keyboard navigation options appears on your site.
• Accessibility Checker — automatically scans content for errors and suggests corrections. Handy if you’re adding a lot of new products and want to keep track.

Important: do not rely solely on plugins. They are like a first-aid kit in a car. Good to have, but better not to reach the point of using it. The foundation should be a proper structure, common sense, and attention to detail from the initial content stage.

For example, when adding images to a product, don’t be lazy to write the alt-text. Not just “dress”, but “Women’s linen dress, mint color, size M”. Because that’s what a user who can’t see the photo will hear. And this is your chance to sell, not lose a customer.

Another tip is to review your content editor. Gutenberg, the standard WordPress editor, already has good accessibility support. But it’s important how you use it. For example, do you follow the heading structure? Do you add captions to videos? Do you write aria-labels in buttons if you add HTML blocks?

If you use third-party plugins for cart, forms, feedback — check if they break accessibility. One improperly made pop-up can ruin the entire UX picture. So, even if you’re not a technical guru — you have everything at hand to make the site convenient for everyone. It just takes willingness — and a bit of attention to detail.

Businesses that benefitted from inclusivity: real cases

In business, as in life, everyone loves stories with a happy ending. Especially if they are not about mythical unicorns, but about real companies that earned more simply by opening their website to everyone. Let’s see who has already taken this path — and won.

Inclusivity is not about pity or ‘just for show’. It’s about respect, openness, and understanding the needs of different audiences. Websites that consider visual, auditory, motor, or cognitive differences become convenient not only for a small portion of users but for thousands of others — from older people to those just browsing pages on a phone in the sun or with one hand. And as practice shows, this approach not only adds a positive mark to the brand’s karma but also directly impacts conversions, sales, and loyalty. Next are examples of those who have already realized this and have turned inclusion from theory into real figures.

eBay — one of the pioneers in implementing accessibility at a large e-commerce level

Even before it became a trend, eBay created a whole Accessibility Team — a team that works solely to make the site convenient for everyone. They conduct regular audits, organize training for designers and developers, and update the interface according to WCAG standards. The result? More than 80% of eBay pages are adapted for screen readers and accessible to visually impaired people. And this is not just a pretty report — the company receives real sales from customers who previously could not physically complete a purchase.

Apple Store — an interface seemingly created in collaboration with Nick Vujicic

Apple traditionally prioritizes UX quality. Their online store is no exception. Everything is thought out to the smallest detail: contrasting colors, logical keyboard navigation, full compatibility with VoiceOver. But the most impressive aspect is not the technical implementation, but the business impact: after the redesign, the site became more convenient for older people, with noticeable growth in orders from this age category. This once again proves: accessibility is a universal tool that works for everyone, not just for people with disabilities.

Asos — another example of how inclusivity becomes part of a brand’s DNA

In 2022, Asos made a major move toward digital accessibility by updating their mobile app. They improved contrast, removed unnecessary visual effects, and added text hints and descriptive labels to icons. There was no marketing campaign — just a quiet upgrade. But the result was clear: purchases from users with visual impairments increased by 24%. Asos proved that attention to accessibility isn’t just a gesture — it’s a strategic decision.

TED — a platform for talks that change perspectives

Ideas worth spreading — but TED videos were once available only to English speakers or those with good hearing. That changed when TED launched its subtitling and translation program in over 100 languages. Videos became accessible to people with hearing loss and to millions of users worldwide who previously couldn’t understand the content. The result? In some regions, viewership tripled. A classic example that accessibility doesn’t limit — it scales.

The takeaway

These companies didn’t treat “accessibility” as a checkbox — they made it part of their growth strategy. And it’s important to note: it’s not just for giants. Even small businesses can make this shift. Accessibility isn’t about huge budgets — it’s about attention to detail: readable fonts, intuitive navigation, screen reader compatibility, subtitles, contrast.

Each example proves it: inclusivity isn’t a cost — it’s an investment in reaching a wider audience. Imagine your site is currently usable for only 70% of potential customers. What if you made it accessible to another 10–15% who previously found it inconvenient or physically impossible to complete a purchase? In today’s competitive world, those who become accessible to everyone — not just in theory but in every click — will win.

You may not be eBay. But you can build a website that everyone can use. And if even one new customer makes a purchase because of that — it’s already paid off. And there will be more. Proven in practice.

Where to Start Right Now: Accessibility Is Not “for Later”

There’s never enough time in business. Today it’s updating a banner, tomorrow it’s launching a promo, the day after — a Zoom with logistics. And somewhere in between, you remember: “Oh right, we should do something about accessibility.” But that “something” usually gets pushed back. And later often means never.

But here’s the truth: accessibility doesn’t require a full redesign, moving to a new CMS, or endless briefs with developers. Most changes can be made gradually — and starting now.

Here are 5 practical steps you can implement today to turn your store from “just for some” into “for everyone who wants to buy”:

1. Test keyboard navigation. Hit Tab and try navigating through all pages, forms, and buttons. If you get stuck or lose focus — it needs fixing.
2. Check colors and contrast. Use a free Color Contrast Checker. If the text is hard to read — it’s not just a design flaw, it’s lost revenue.
3. Add alternative text to images. Not “product1.jpg,” but “Gray zip-up hoodie with hood, size L, UrbanWear brand.” Clear, descriptive, effective.
4. Install an accessibility plugin. Tools like Click Accessibility or WP Accessibility will give your site the basics to support all users.
5. Ask for feedback. Add a message like: “Having trouble using the site? Let us know.” It’s polite, shows you care, and gives real insights from people who could become your biggest advocates.

These are just first steps. And sure, they might not give you a 30% boost in conversions overnight. But they will give you something else — the sense that you’re building a business for real people, not just for the “ideal customer” from the ad.

Plus, it expands your audience. Because a person who finds an accessible website once — will come back. Not just because it’s convenient. But because they felt welcome.

That’s the point. An online store is not just a collection of product cards. It’s a space where someone arrives with the intention to spend money. And they deserve not just a product — but an experience. One without barriers, awkwardness, or frustration. Just “easy,” “clear,” and “thanks, I’ll come back.” If you’ve read this far — that’s already a step. The next one is yours.

Conclusion

The entrepreneur reading this text is not someone who waits for perfect conditions. This is a person of action. Fast, thoughtful, and focused on results. That’s why website accessibility isn’t something abstract. It’s a tangible growth tool. A business asset that works quietly, but powerfully.

You can spend thousands on ads, try to outsmart competitors with promos or new features. But if a portion of your potential clients simply can’t use your website — you’re not competing with others, you’re competing with yourself.

Making your online store accessible isn’t charity. It’s an investment. In your brand, in the user experience, in conversion rates, in loyalty. It’s not about “social approval” — it’s about selling more, smarter, and with integrity.

So the question isn’t “should you do it” — it’s “what will you do today?” Run an audit. Install a plugin. Check your buttons. Start small — and you’ll soon see big results.

And while you’re thinking about it — ask yourself: is your site truly usable by everyone? And if not — are you ready to change that? Reach out to us, and the 6Weeks team will gladly help make your website inclusive.

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