If you are running an online store, website accessibility isn’t just a “nice-to-have”—it’s essential. Making your e-commerce site accessible ensures every customer can browse, shop, and check out with ease, but also could help keep your site compliant.
Accessibility is one of Werkbot’s core values, and it ensures everyone has a seamless and inclusive online shopping experience. It isn't just about compliance; it’s about making sure every customer, regardless of ability, can browse, shop, and connect with ease. By prioritizing accessibility, we uphold our commitment to inclusivity, innovation, and customer-first service, creating a digital space that welcomes all.
We often talk about accessibility as a key focus for websites across all industries, but for online retailers, it’s a game-changer. This article explores why accessibility matters, the legal risks of non-compliance, and practical tips to make your website more inclusive in 2025.
Why E-Commerce Websites Should Be Accessible
Millions of users with disabilities encounter inaccessible websites, whether it's being unable to view images of the items they’re shopping for or struggling with checkout processes that aren’t designed to accommodate screen readers. If you sell products or services online, accessibility needs to be a top priority.
✅ Improve SEO – Many accessibility best practices (like alt text for images and proper heading structures) also improve search engine rankings, helping your site get found more easily.
✅ Reach Your Full Customer Base – Over 1 billion people worldwide live with disabilities. That’s a massive audience you could be missing an opportunity on.
✅ Boost Conversions – A frictionless shopping experience keeps customers on your site longer and increases sales. If users struggle to navigate or check out, they’ll leave—and probably never return.
✅ Avoid Potential Lawsuits – The number of ADA website lawsuits is rising, and e-commerce sites are the #1 target for litigation.
ADA Lawsuits Are Surging
Accessibility lawsuits are no longer rare—they’re skyrocketing, especially in e-commerce:
- 2023: Over 4,000 lawsuits were filed, with 82% targeting online retailers.
- 2024: Lawsuits continued to rise, particularly in New York and California, where state laws make it even easier to sue.
Why the Increase?
- More Awareness – Consumers know their digital rights and are taking action.
- Legal Precedents – Courts consistently rule that websites are “places of public accommodation” under the ADA.
- Tech-Driven Shopping – As e-commerce grows, the need for inclusive experiences is more critical than ever.
Some of the industries seeing the most legal action.
1️⃣ E-Commerce (82%)
2️⃣ Food & Beverage (7%)
3️⃣ Education (4%)
How ADA Rules Have Evolved for Websites
The Americans with Disabilities Act (ADA) was passed in 1990, long before online shopping existed. But as the digital world grew, courts began applying ADA principles to websites. Key milestones include:
- 1998: The Rehabilitation Act’s Section 508 required federal websites to be accessible.
- 2010: The DOJ began discussing website accessibility regulations (but never finalized them).
- 2017: The landmark Gil v. Winn-Dixie case ruled that websites are subject to ADA compliance.
- 2022-2024: DOJ guidance confirmed that all businesses open to the public must ensure digital accessibility.
How Accessibility Impacts Online Shoppers
For many users, an inaccessible website means lost sales and frustration.
- Vision Impairments – Screen readers need alt text for images, proper heading structures, and high-contrast design to help users navigate.
- Hearing Impairments – Deaf users rely on captions for videos and transcripts for audio content to understand product descriptions, FAQs, and promotions.
- Motor & Cognitive Disabilities – Many users can’t use a mouse and need keyboard-friendly navigation, clear layouts, and simplified checkout flows to complete a purchase.
When accessibility is overlooked, these customers leave without buying—or worse, take legal action.
Tools and Recommendations to Ensure Your E-commerce Site is Compliant
Run an Accessibility Audit
Use tools like:
✔️ WAVE
✔️ Axe DevTools
✔️ Google Lighthouse (Built into Chrome DevTools)
These tools scan your site and flag accessibility issues like missing alt text, poor color contrast, and keyboard navigation failures.
Prioritize Fixes That Impact Sales
- Ensure the checkout process is fully accessible
- Fix navigation menus, buttons, and search bars
- Make product images readable with alt text
- Add keyboard-friendly navigation for browsing and checkout
Improve Website Design for Accessibility
✅ Use clear headings and logical page structure
✅ Maintain high color contrast for readability
✅ Enable text resizing without breaking the layout
✅ Provide error messages and instructions for forms
Test Your Site with Real Users
Automated scans help, but real-world testing is better. Work with:
- Users with disabilities for feedback
- Screen reader users to test product descriptions and checkout
- Keyboard-only users to ensure easy navigation
Train Your Team & Maintain Compliance
- Educate developers, designers, and content creators on accessibility best practices.
- Regularly update your site to stay compliant as products and layouts change.
E-Commerce Accessibility Best Practices for 2025
To future-proof your online store, follow these top ADA compliance strategies:
✔️ Follow WCAG 2.1 Level AA standards – The industry standard for accessibility compliance. (w3.org)
✔️ Ensure mobile accessibility – Many disabled users shop via smartphones.
✔️ Provide multiple ways to contact customer service – Live chat, email, and phone options are essential.
✔️ Use clear, simple language – Avoid jargon in product descriptions and checkout steps.
✔️ Include an accessibility statement – Show commitment and provide a way for users to report issues.
Make Accessibility a Priority
E-commerce success depends on seamless user experience, and accessibility plays a massive role. Not only does an inclusive website open doors to more customers, but it also helps you avoid lawsuits and boost SEO rankings.
Key Takeaways
✔️ 82% of ADA lawsuits target e-commerce—don't risk it.
✔️ Accessible design leads to higher conversions & better SEO.
✔️ Use automated tools + real-user testing to identify issues.
✔️ Make accessibility part of your ongoing strategy, not a one-time fix.
By investing in accessibility, you're not just complying with the law—you’re creating a better, more inclusive shopping experience for everyone.
Helpful Resources:
- ADA.gov - Website Accessibility
- Web Content Accessibility Guidelines (WCAG)
- The European Accessibility Act Impact on US Websites
- Your go-to ADA Website Compliance Checklist
Is your website ADA compliant? If not, now’s the time to take action.