eCommerce Accessibility: Should You Optimize Your Online Store for WCAG/ADA Standards?
In case you may not know, around 26% of adults in the US have a disability. In Canada, the number is close (22%), which is just as staggering. Needless to say, these people should be able to use the Internet and browse websites just like everyone else.
Ecommerce accessibility is a hot topic for a lot of online store owners, since it directly affects their traffic and site ranking, not to mention social responsibility. Here in this article, we will talk about how to make your online store accessible and why you need it.
Understanding Web Accessibility in eCommerce
So, what is web accessibility in eCommerce? As a rule, this term refers to the practice of designing and developing online stores that are accessible to all users, including those with disabilities.
Ecommerce website accessibility includes ensuring that the website is compatible with assistive technologies, such as:
- screen readers
- providing alternative text for images
- using clear and concise language
- making sure that the website can be navigated using a keyboard
- making sure the website is compatible with WCAG, ADA, and AODA requirements
Do eCommerce Sites Need to Be ADA-Compliant?
Although the current legislation (The Americans with Disabilities Act, or ADA) does not explicitly state that online stores must be compliant with its requirements, a lot of US courts tend to rule that websites should be accessible to all visitors.
So, the short answer is yes. If you don’t want to get into legal trouble, your eCommerce website needs to be ADA-compliant.
The Benefits of Optimizing Your Online Store for WCAG/ADA/AODA Standards
By ensuring eCommerce ADA compliance, your business can reach a wider audience and provide a better user experience for all customers. Here are some of the biggest benefits of ADA eCommerce compliance.
Improved User Experience and Engagement
Users are more likely to engage with the content and stay on the website for longer periods of time if the content is easy to navigate and understand.
Expanded Target Audience and Market Reach
Making your website ADA-compliant means that users who may have previously been excluded from using a website can now access it.
Driving More Sales
Removing barriers along with enhancing the user experience can boost sales of your online store.
Legal Compliance and Risk Mitigation
As we’ve mentioned before, a WCAG/ADA-compliant website means lower risks of getting into any legal trouble because of someone’s inability to access your website.
The same statements are true for eCommerce AODA compliance (Accessibility for Ontarians with Disabilities Act).
eCommerce Accessibility and SEO
Accessibility and SEO are also closely related. WCAG/ADA/AODA compliance can improve your search engine ranking simply because search engines take user experience into account when ranking websites, so positive user behaviour can improve search ranking.
Plus, WCAG/ADA/AODA compliance requires websites to have a clear and organized structure, with proper headings, subheadings, image alts and other elements that make it easy for users to navigate them. This can improve your search ranking by making it easier for search engines to crawl and index the website.
How Do I Make My eCommerce Website Accessible?
First off, you need to start with an eCommerce accessibility audit to see where your website stands now and what needs to be improved. As a result, you get a list of changes required to make your online store accessible. Then, you need to implement these changes based on the results and scope of work in the accessibility audit report – either by yourself (not recommended) or by ordering these services from a professional web development team (recommended).
Implementing eCommerce Accessibility on Popular Platforms
Best eCommerce platforms feature built-in tools to help you make your online store accessible.
Accessibility Features on Shopify
To ensure Shopify ADA compliance, Polaris, the design system for the Shopify admin, targets WCAG 2.1 Level A and Level AA success criteria. Some of the Shopify accessibility tools include:
- Screen readers
- Speech recognition programs
- Supports for low vision and color blindness
- Alternative keyboards
- Switch devices
- Tools for readability
- ADA-compliant Shopify themes
Accessibility Features on Bigcommerce
eSSENTIAL is the app that ensures Bigcommerce ADA compliance. The store accessibility is supported across all the main parameters, including:
- Keyboard accessibility
- Timing
- Navigation
- Input modals
- Readability
Ensuring WooCommerce Accessibility
WooCommerce accessibility relies on several technologies to work with the particular combination of web browsers and any assistive technologies or plugins installed on a person’s computer:
- HTML
- WAI-ARIA
- CSS
- JavaScript
Magento and eCommerce Accessibility
Magento websites are not readily accessible by default, which is why you may need to fine-tune them. Magento ADA compliance can be easily achieved with a plugin (for example, accessiBe).
Web accessibility, WCAG and ADA Compliance for OpenCart
Again, much like the previously mentioned platforms, OpenCart can be made fully WCAG, AODA and ADA-compliant with the help of a professional web accessibility developer.
Conclusion. Why eCommerce Accessibility Is So Important
As you have probably realized, eCommerce accessibility isn’t just some buzzword. Businesses actually need it – for two main reasons:
- Legal compliance
Since ADA practically requires businesses to make their websites accessible to people with disabilities, failure to comply with these regulations can result in legal action and hefty fines, none of which is good for your business.
- Increased customer base
Making your eCommerce website accessible to people with disabilities can increase your customer base – simple as that. These people represent a significant market segment that your business can tap into.
If you need to have your website assessed for compliance with WCAG 2.1 Level AA requirements, make the first step and get a quote on an eCommerce accessibility audit by contacting us using the form below. Oh, and we also have an article talking about the website accessibility policy template – be sure to check it.
FAQ
How many people filed a lawsuit against an ecommerce website owner over web accessibility last year?
Over 4,000 (a major increase since 2018). If you think that’s a small number, you also may be surprised to learn that 20% of top e-commerce websites were subject to such lawsuits. Having an accessibility widget is also not a permanent solution – around 600 lawsuits were filed against sites with such widgets.
Is there a law in the US that obliges your website to be accessible, with monetary fines for non-compliance?
Yes, there is. It is called ADA (Americans with Disabilities Act). Originally enacted in 1990, this law prohibits discrimination against individuals with disabilities and ensures equal access to things like public facilities, employment, and services. Several years after its enactment, it was amended by including websites and digital content, which have to be accessible as well.
If your website isn't accessible, what will 71% of its visitors with disabilities do?
Obviously, they will leave. When users with disabilities leave a website due to its being inaccessible (fully or partly), it means you lose a potential customer, among other things. According to the survey by the Click-Away Pound, 82% of users with disabilities would spend more if all websites were accessible, and 80% prioritize ease of access over price.
Do accessibility laws apply to websites in the U.S. only?
No. There are disabled people in every country and territory, which is why accessibility laws apply globally. For example, in Canada, the key governing accessibility laws are the Accessibility for Ontario's with Disabilities Act (AODA) and the Accessible Canada Act (ACA). In Europe, there are European Accessibility Act (EAA) and the Web Accessibility Directive.
