In today’s digital age, e-commerce is not just a convenience but a critical component of modern retail. By embracing e-commerce, brands can reach a vast, global audience. However, many brands inadvertently limit their reach by failing to create accessible e-commerce experiences for people with disabilities. This market segment controls over $490 billion in discretionary spending in the U.S. alone. Neglecting digital accessibility can damage a brand’s reputation and expose it to legal risks, ultimately impacting its bottom line. In this blog, we will discuss the significance of digital accessibility in e-commerce and how Accessibility Testing Services can help brands achieve inclusive online shopping experiences.
Why Accessibility Matters in E-Commerce
Accessibility in e-commerce is not just about compliance; it’s about tapping into a broader market, enhancing user experience, and building brand loyalty. Brands that prioritize accessibility often report significant business benefits. Inclusive organizations see 28% more revenue, 30% higher profit margins, and double the net income compared to their less inclusive counterparts. A more accessible shopping experience leads to better customer engagement, higher average order values, and increased customer frequency.
According to our Fifth Annual State of Digital Accessibility survey, a majority of retail professionals (91%) view digital accessibility as a competitive advantage, with 85% reporting improvements in customer acquisition and 81% noting enhanced customer retention. Over time, building an accessible brand fosters consumer trust and loyalty, improving lifetime value metrics.
Legal Obligations and Risks
Embracing accessibility in e-commerce is not just a strategic move but a legal necessity. E-commerce sites are considered places of public accommodation under the Americans with Disabilities Act (ADA). This means brands can face legal action if their online shopping experiences are inaccessible. Between 2017 and 2022, around 14,000 digital accessibility lawsuits were filed in U.S. federal courts, with more than 3,000 in 2022 alone, many targeting e-commerce sites.
Legal actions bring financial consequences, including legal fees, staff time, labor costs, and potential settlements. Under the ADA, civil penalties range from $75,000 for the first violation to $150,000 for subsequent violations, excluding compensatory damages under state laws such as the New York Human Rights Laws.
Moreover, with e-commerce facilitating a global marketplace, online retailers must comply with international regulations. For instance, the European Accessibility Act (EAA) mandates that digital products, services, and technologies, including e-commerce experiences, be accessible. Non-compliance by June 2025 could result in fines and penalties.
Implementing Accessibility in E-Commerce
Creating accessible e-commerce experiences involves adhering to the Web Content Accessibility Guidelines (WCAG). This set of over 80 criteria evaluates web accessibility and is referenced in ADA enforcement settlements and global accessibility standards, including the EAA’s compliance criteria (EN 301 549).
The WCAG criteria are organized by four key principles, encapsulated by the acronym POUR:
1. Perceivable
- Alternative Text for Images: Ensure all non-decorative images have appropriate alt text, providing context for screen reader users. This is crucial for product images and images containing text.
- Closed Captioning and Transcripts: Provide closed captions for videos and transcripts for audio content to ensure all users can access the information. Incorporating audio descriptions for visually presented actions and sign language interpretation in videos is also recommended.
2. Operable
- Keyboard Navigation: Ensure the website is fully navigable using a keyboard or alternate input device. This includes making buttons, menus, and interactive elements operable without a mouse.
- Flexible Navigation: Offer multiple ways to navigate the site, such as using headings, skip links, and landmarks for easy access to essential features like the cart and search bar.
3. Understandable
- Logical Headings: Use properly structured and nested headings to create a logical flow, making content easily understandable for screen reader users. Ensure only one <h1> per page and appropriately nest <h2> to <h6> headings.
- Clear Form Labels: Design forms with clear labels, identify mandatory fields, provide specific error messages, and avoid relying solely on placeholder text.
4. Robust
- Accessible Custom Components: If not using native HTML elements, ensure all custom components meet accessibility standards. This includes defining states like hover, focus, selected, and loading.
- Status Messages: Design status messages to alert users of updates without moving their focus. For instance, notify users of search results, cart updates, and form submissions.
The Role of Accessibility Testing Services
Ensuring accessibility is an ongoing process, not a one-time task. Accessibility Testing Services are essential for evaluating and maintaining accessible e-commerce experiences. These services use a combination of automated tools and manual testing by experts to identify and address accessibility issues.
Automated Testing
Automated tools quickly scan websites for common accessibility issues, such as missing alt text and improper heading structures, providing a baseline level of accessibility.
Manual Testing
Manual testing by experts using assistive technologies, like screen readers and keyboard navigation, identifies more nuanced issues, ensuring the website is genuinely usable for all users.
Conclusion
Inclusive e-commerce is not only a moral obligation but a business imperative. By prioritizing accessibility, brands can achieve compliance, expand their market reach, and provide a superior shopping experience. Leveraging Accessibility Testing Services ensures continuous improvement and adherence to accessibility standards, fostering a more inclusive digital marketplace for all.
