Accessibility for your Online-Shop

This blog post explores what accessibility means for online shops, why it is essential, and provides tips on making your online shop accessible.

What Does Accessibility Mean in E-Commerce?

Accessibility in e-commerce refers to designing digital content, products, and services so they can be used by everyone without restrictions—regardless of physical, sensory, or cognitive limitations. This includes people with visual or hearing impairments, motor disabilities, cognitive challenges, or age-related conditions.

In the digital context, accessibility is grounded in the Web Content Accessibility Guidelines (WCAG). These internationally recognized standards, developed by the World Wide Web Consortium (W3C) through its Web Accessibility Initiative (WAI), aim to ensure the internet is accessible to everyone, regardless of physical, sensory, cognitive, or technical limitations. The latest version, WCAG 2.2, builds on previous versions (2.0 and 2.1), adding new guidelines to address technological advancements and evolving user needs. The guidelines are organized into four principles:

The Four Principles of WCAG

1. Perceivable

Web content must be presented in ways that users can perceive, including:

• Alternatives for non-text content: Images and media should include alt text or captions.
• Readable text content: Ensure adequate contrast and font size for visibility.
• Multi-sensory access: Provide subtitles for audio and audio descriptions for videos.

2. Operable

Navigation and functionality must be accessible to all users.

• Keyboard accessibility: All functions should be operable without a mouse, using only a keyboard.
• Time management: Users must have sufficient time to read content or complete tasks.
• Avoid disorientation: Flashing elements or animations that may cause seizures or confusion should be avoided.

3. Understandable

Information and user interfaces must be comprehensible.

• Readable content: Clear language, straightforward navigation, and helpful instructions enhance accessibility.
• Predictability: Consistent design and predictable interactions improve usability.
• Assistance: Provide explanations or feedback for inputs to support users.

4. Robust

Web content should work well across various devices and assistive technologies.

• Support for assistive technologies: Content must be compatible with screen readers, Braille displays, and other tools.
• Future-proofing: Ensure compatibility with emerging technologies.

WCAG Success Criteria and Conformance Levels

The WCAG defines three levels of conformance that indicate how comprehensively the guidelines are met:

• A (Basic): Addresses fundamental accessibility requirements.
• AA (Intermediate): Covers a wide range of accessibility needs and is often the standard for legal compliance.
• AAA (Advanced): Represents the highest level of accessibility, though not always practical for all content.

For instance, level AA requires a text-to-background contrast ratio of 4.5:1, while level AAA mandates a ratio of 7:1.

Legal Requirements

In many countries, WCAG forms the basis for legal regulations:

• In the European Union, Directive 2016/2102 governs the accessibility of public websites.
• In the United States, many websites must comply with the Americans with Disabilities Act (ADA) and related regulations.
• In Germany, the Ordinance on Accessible Information Technology (BITV) is based on WCAG standards.

Why is Accessibility Important?

1. Legal Obligations
   Legal requirements for accessible websites are becoming stricter worldwide. In the EU, Directive (EU) 2016/2102 mandates that public and, in some cases, private digital offerings must be accessible. In Germany, the Accessibility Strengthening Act (BFSG) implements these requirements. Non-compliance can lead to legal consequences.
2. Expanding Your Target Audience
   A significant portion of the global population lives with some form of disability. Accessibility ensures this group can enjoy a seamless shopping experience, increasing both your reach and revenue potential.
3. Improved User Experience for Everyone
   Accessibility often leads to better design and usability. A well-structured, accessible online shop is easier to navigate for elderly users, mobile device users, or individuals with temporary limitations.
4. SEO Benefits
   Accessible websites are often search engine-friendly. Features like structured content, clear navigation, and alt text improve not only accessibility but also search engine rankings.

Current Status: How Many Shops Are Accessible?

A study by Aktion Mensch and Google analyzed the accessibility of 71 of the most visited German online shops. The results were sobering: only about 15 sites met basic accessibility criteria, such as keyboard navigation, an essential feature for people with motor or visual impairments. Common issues included:

• Poor contrast: Visual designs that make it difficult for people with visual impairments to perceive content.
• Missing keyboard focus: Many shops fail to provide visible navigation for keyboard users.
• Obstructive elements: Cookie banners and advertisements often block essential content.

Such barriers often result from a lack of awareness among developers and operators. Accessibility is mistakenly seen as a one-time technical adjustment instead of an ongoing process. Neglecting accessibility also leads to lost revenue and, starting June 2025, non-compliance penalties under the Accessibility Strengthening Act for companies above a certain size.

How Can You Make Your Online Shop Accessible?

If you want to make your online shop accessible, you can leverage various tools and strategies:

• Automated Testing Tools: Tools like Google Lighthouse and WAVE help identify fundamental issues.
• Manual Testing: Feedback from users with disabilities provides valuable insights into real-world usability.
• Training: Employee training fosters a deeper understanding of accessible design and content creation.
• Collaboration with Experts: Consulting accessibility specialists ensures proper implementation of guidelines.

Practical Steps for Accessibility: What Shop Owners Should Focus On

Implementing accessibility in e-commerce requires careful planning and technical expertise. The following areas are especially important:

Accessible Navigation

An intuitive and well-structured navigation system is the foundation of an accessible online shop. Users must be able to find products with minimal clicks or keystrokes. Key considerations include:

• Clearly labeled menu items that indicate their purpose.
• Keyboard-friendly navigation that works without a mouse.
• Focus and highlight states that show which element is currently selected.

Readable Content and Color Contrast

Text should be clearly structured and easy to understand, using short paragraphs, precise wording, and avoiding technical jargon. Colors also play a vital role. Adequate contrast between text and background is essential for people with visual impairments to access content.

Alternative Content

Visual and auditory content should always have accessible alternatives:

• Images: Include concise alt text for descriptions.
• Videos: Provide subtitles and audio descriptions.
• Audio Files: Supply transcripts for users with hearing impairments.

Accessible Forms

Forms, such as registration or checkout pages, are often major barriers. To ensure accessibility:

• Use precise labels assigned to each input field.
• Provide error messages that are clear and helpful.
• Arrange input fields logically to follow a natural flow.

Compatibility with Assistive Technologies

Accessible online shops must work with screen readers and other assistive tools. This requires proper semantic HTML structure and correct use of ARIA (Accessible Rich Internet Applications) attributes.

Best Practices for Accessible Online Shops

• Inclusive Content Strategy: Ensure that texts, videos, and images are easy to understand and accessible. Subtitles for videos and the use of plain language are highly beneficial.
• Regular Testing: Accessibility is an ongoing process. Test your online shop regularly with real users and experts to identify and fix issues.
• Team Training: Educate your developers, designers, and content teams about accessibility and how to implement it effectively.
• Feedback Mechanisms: Provide users with a simple way to share feedback about accessibility issues, enabling targeted improvements.

Conclusion: Accessibility as a Competitive Advantage

Accessibility in e-commerce is not an optional luxury—it is a necessity. It combines ethical responsibility with business benefits and serves as a decisive competitive advantage in an increasingly digital world. Companies that invest in accessible online shops early will not only win the loyalty of a broader audience but also strengthen their market position.

The key to success lies in a deliberate and well-thought-out approach—supported by technical tools, legal knowledge, and a deep understanding of user needs. Accessibility is the foundation of an inclusive shopping experience and a hallmark of excellence in digital commerce.

Published on 05.12.2024 | Accessibility for your Online-Shop | DW