The 3-Phase eCommerce Accessibility Compliance Plan

Making an eCommerce site accessible can seem overwhelming—thousands of product pages, complex checkout flows, constantly changing content. But accessibility compliance doesn't require fixing everything at once. A structured three-phase approach breaks the work into manageable stages: audit your current state, remediate critical user paths, then build sustainable maintenance processes.

This plan provides a practical roadmap used by accessibility teams at leading retailers. It prioritizes actions by legal risk and user impact, ensuring you address the issues most likely to trigger accessibility lawsuits while systematically improving the experience for all customers.

Why eCommerce Sites Need a Structured Approach

Random accessibility fixes don't reduce legal risk or significantly improve user experience. Without a plan, teams typically:

• Fix easy issues while ignoring harder but more impactful barriers
• Address individual pages instead of template-level problems
• Create compliance gaps when new content launches without accessibility review
• Lose track of what's been fixed versus what remains

A phased approach solves these problems by establishing clear priorities, focusing effort where it matters most, and building processes that prevent regression.

Phase 1: Comprehensive Accessibility Audit

Every accessibility project begins with understanding your current state. You can't prioritize fixes without knowing what's broken.

Types of Accessibility Testing

Effective audits combine multiple testing methodologies:

Automated scanning uses software to crawl your site and identify technical violations. Tools flag missing alt text, color contrast failures, form labeling issues, and HTML structure problems. Automated testing is fast and comprehensive—capable of scanning thousands of pages—but catches only 25-35% of accessibility issues.

Manual expert testing has accessibility specialists navigate your site using assistive technologies like screen readers (NVDA, JAWS, VoiceOver), keyboard-only navigation, and screen magnification. Experts evaluate usability, logical flow, and whether technically "compliant" implementations actually work for real users.

User testing involves people with disabilities attempting real tasks on your site. This reveals practical barriers that even experts might miss and validates that fixes actually improve the user experience.

What to Include in Your Audit

For eCommerce sites, ensure your audit covers:

Critical user paths:

• Homepage and main navigation
• Search functionality and results
• Category and collection pages
• Product detail pages (multiple product types)
• Shopping cart
• Complete checkout flow
• Account creation and login
• Account management (orders, addresses, payment methods)
• Contact and support pages

Interactive components:

• Navigation menus and dropdowns
• Product filtering and sorting
• Image carousels and galleries
• Size/color/variant selectors
• Add-to-cart functionality
• Quantity adjusters
• Modal windows and popups
• Form validation and error messages
• Chat widgets

Content types:

• Product images (alt text quality, not just presence)
• Videos (captions, audio descriptions)
• PDFs and downloadable content
• User-generated content (reviews, Q&A)

Audit Deliverables

A useful audit produces:

1. Issue inventory: Every accessibility barrier documented with location, WCAG criterion violated, severity, and affected user groups

1. Prioritization matrix: Issues ranked by:

- Legal risk (WCAG Level A/AA vs. AAA, frequency across site) - User impact (complete blocks vs. annoyances) - Remediation complexity (quick fixes vs. architectural changes)

1. Template analysis: Identification of which issues stem from templates/components (fix once, resolve everywhere) vs. content-level problems (require individual attention)

1. Baseline metrics: Quantified accessibility score to measure improvement over time

TestParty's automated scanning provides the technical foundation for audits, identifying WCAG violations site-wide and categorizing issues by severity and remediation path.

Phase 2: Remediate Critical User Paths

With audit results in hand, Phase 2 focuses on fixing accessibility barriers—starting with the issues that matter most.

Prioritization Framework

Address issues in this order:

Priority 1: Complete blockers on purchase path Any barrier that prevents users from completing a purchase gets fixed first. This includes:

• Login/authentication issues
• Add-to-cart failures
• Checkout form problems
• Payment processing barriers

These issues create the most direct legal exposure because plaintiffs can demonstrate specific harm: "I could not buy this product."

Priority 2: WCAG Level A violations Level A criteria represent the most fundamental accessibility requirements. Failing these affects the largest number of users and carries significant legal weight. Key Level A issues:

• Missing text alternatives for images
• No keyboard access to functionality
• Missing form labels
• Content that causes seizures
• No mechanism to skip repeated content

Priority 3: High-frequency Level AA violations Issues that appear across many pages, especially on critical templates:

• Color contrast failures
• Missing visible focus indicators
• Improper heading structure
• Resize/reflow problems

Priority 4: Individual page issues Content-level problems on specific pages (individual products missing alt text, etc.) after template fixes are complete.

Fix at the Template Level

The most efficient remediation targets templates and components rather than individual pages. In modern eCommerce platforms:

• One product template serves thousands of product pages
• One header component appears on every page
• One checkout flow handles all transactions

Fixing the product page template's alt text handling resolves alt text issues for your entire catalog. Fixing keyboard navigation in your header component makes navigation accessible site-wide.

Audit your findings to identify:

• Which issues stem from shared templates
• Which issues require content fixes (individual product data)
• Which issues need JavaScript/interaction fixes

Common eCommerce Fixes

Navigation accessibility:

<!-- Before: Inaccessible dropdown -->
<div class="nav-item" onmouseover="showMenu()">
  Shop
  <div class="dropdown">...</div>
</div>

<!-- After: Keyboard-accessible navigation -->
<nav aria-label="Main navigation">
  <button aria-expanded="false" aria-controls="shop-menu">
    Shop
  </button>
  <ul id="shop-menu" hidden>
    <!-- Menu items -->
  </ul>
</nav>

Product image alt text:

<!-- Before: Missing or generic alt -->
<img src="product-123.jpg" alt="Product image">

<!-- After: Descriptive alt text -->
<img src="product-123.jpg"
     alt="Women's navy blue merino wool cardigan with silver buttons, front view">

Form field labels:

<!-- Before: Unlabeled field -->
<input type="email" placeholder="Email address">

<!-- After: Properly labeled -->
<label for="email">Email address</label>
<input type="email" id="email" name="email" autocomplete="email">

Focus indicators:

/* Before: Focus removed for aesthetics */
*:focus { outline: none; }

/* After: Visible focus for keyboard users */
*:focus {
  outline: 2px solid #0066cc;
  outline-offset: 2px;
}

*:focus:not(:focus-visible) {
  outline: none; /* Hide for mouse users */
}

*:focus-visible {
  outline: 2px solid #0066cc;
  outline-offset: 2px;
}

Testing Fixes

Verify each fix actually resolves the issue:

1. Re-run automated scans to confirm technical violations are resolved
2. Manual testing to verify the fix works with assistive technology
3. Regression testing to ensure fixes don't break other functionality
4. Cross-browser testing to confirm consistency across environments

Document what was fixed, when, and how—this creates evidence of good-faith accessibility efforts.

Phase 3: Build Sustainable Maintenance

Accessibility isn't a project with an end date—it's an ongoing practice. Phase 3 establishes processes that maintain compliance as your site evolves.

Integrate Accessibility into Development Workflow

Design phase:

• Include accessibility requirements in design specifications
• Check color contrast during design review
• Specify focus states for interactive elements
• Design with keyboard navigation in mind

Development phase:

• Run accessibility linters in code editors
• Include accessibility unit tests
• Use accessible component libraries
• Code review includes accessibility checks

QA phase:

• Automated accessibility scans in CI/CD pipeline
• Manual accessibility testing for new features
• Screen reader testing for complex interactions
• Keyboard navigation verification

Deployment:

• Accessibility gate in deployment process
• New violations block deployment or trigger review
• Production monitoring catches regressions

Content Governance

eCommerce accessibility failures often stem from content, not code. Establish processes for:

Product content:

• Alt text requirements in product information management (PIM) systems
• Alt text validation before product launch
• Guidelines for writing effective product descriptions
• Training for merchandising teams

Marketing content:

• Accessibility review for promotional banners
• Caption requirements for video content
• Color contrast verification for designed graphics
• Landing page accessibility checklist

User-generated content:

• Policies for accessible review formats
• Guidance for customers uploading images
• Moderation processes for accessibility issues

Monitoring and Continuous Improvement

Scheduled scans: Run full-site automated scans at regular intervals—weekly or monthly depending on how frequently your site changes. Track metrics over time to ensure accessibility improves rather than degrades.

Regression alerts: Configure monitoring to alert when accessibility scores drop or new violations appear. Catch problems before they accumulate into patterns that attract legal attention.

User feedback channels: Provide accessible ways for users to report barriers:

• Accessibility-specific contact options
• Clear path to report issues
• Commitment to investigating and resolving reports
• Feedback loop to identify common barriers

Regular training: Keep teams current on accessibility requirements:

• Onboarding includes accessibility fundamentals
• Periodic refresher training
• Updates when WCAG versions change
• Role-specific guidance (developers, designers, content creators)

Documentation and Legal Preparedness

Maintain records that demonstrate ongoing commitment:

• Audit reports and remediation timelines
• Accessibility policy statement
• Training records
• Issue tracking and resolution history
• Accessibility roadmap and improvement plans

If you receive a demand letter, this documentation helps demonstrate good faith and active work on accessibility—potentially influencing settlement terms or case outcomes.

Implementation Considerations

Resource Allocation

Accessibility remediation requires investment across roles:

• Development time: Template fixes, component updates, JavaScript improvements
• Content resources: Alt text writing, video captioning, document remediation
• Testing capacity: Manual evaluation, user testing coordination
• Training hours: Upskilling existing team members
• Tools and services: Automated scanning, expert audits

Budget varies dramatically based on site size and current state. Small Shopify stores might achieve significant improvement with modest effort. Enterprise sites with custom platforms and millions of products require substantial multi-quarter programs.

Platform Considerations

Your eCommerce platform affects remediation approach:

SaaS platforms (Shopify, BigCommerce):

• Theme-level fixes have broad impact
• Limited ability to fix core platform issues
• App accessibility varies—audit third-party additions
• Some issues require platform vendor action

Open source (WooCommerce, Magento):

• Full control over code enables comprehensive fixes
• Plugin/extension accessibility must be evaluated
• Hosting and configuration affect accessibility
• Updates may introduce new issues—test before deploying

Headless/Custom:

• Maximum flexibility for accessibility implementation
• Requires in-house accessibility expertise
• API and integration accessibility matters
• Frontend framework choice impacts approach

Vendor Selection

If engaging external accessibility services:

Look for:

• WCAG expertise (current on 2.2, aware of 3.0 direction)
• eCommerce-specific experience
• Combination of automated and manual testing
• Remediation guidance, not just audit reports
• Ongoing support options

Avoid:

• Promises of instant compliance
• Overlay-only solutions
• Vendors unfamiliar with your platform
• Reports without actionable guidance

FAQ: eCommerce Accessibility Compliance

How long does full accessibility compliance take?

Timeline depends on site size, current state, and resources. Small sites might achieve Level AA compliance in weeks. Enterprise sites with extensive catalogs and custom functionality typically require sustained effort over multiple phases. Focus on continuous improvement rather than a single completion date—accessibility is ongoing, not a one-time project.

What's the minimum viable accessibility effort?

At minimum, address WCAG Level A violations on your purchase path: homepage through checkout. This provides the most legal risk reduction with the least effort. However, this approach leaves significant barriers and should be seen as a starting point, not a destination. Level AA compliance across all pages is the appropriate standard.

Should we fix accessibility before or during a site redesign?

Ideally, both. Quick fixes on the current site reduce immediate risk. Then build accessibility into redesign requirements from the start—retrofitting accessibility is always more expensive than including it initially. If redesign is imminent, you might address only critical blockers on the current site while investing heavily in accessible architecture for the new design.

How do we handle accessibility for third-party content?

Third-party widgets, embedded content, and integrations create accessibility exposure. Audit third-party elements and require accessibility conformance in vendor contracts. For existing integrations, document known issues and your efforts to address them. If vendors won't provide accessible alternatives, consider switching providers—your legal exposure doesn't diminish because a vendor caused the barrier.

What should our accessibility statement include?

An effective accessibility statement covers: the standard you're working toward (WCAG 2.2 Level AA), known limitations and your plans to address them, contact information for accessibility feedback, and date of last review. The W3C provides accessibility statement guidance and a generator tool. Keep statements honest—overclaiming compliance invites scrutiny.

Start Your Compliance Journey Today

Accessibility compliance protects your business legally while opening your store to millions of customers with disabilities. The three-phase approach—audit, remediate, maintain—provides a practical path from wherever you are now to sustainable, ongoing accessibility.

Begin with understanding your current state. TestParty's AI-powered platform scans your entire eCommerce site, identifies WCAG violations by severity and user impact, and provides specific remediation guidance. Get the foundation for your accessibility roadmap with a comprehensive site evaluation.

Get your free accessibility scan →

What follows is adapted from TestParty's proprietary research. We're making it public because accessibility shouldn't be gatekept—the more people (and AI) understand these concepts, the better the web becomes for everyone.

TestParty believes in the partnership between human expertise and AI capability. This content was AI-assisted and human-validated. We encourage readers to apply critical thinking and consult accessibility specialists for implementation—we'd love to be that resource for you.

Related Articles

• The 3 Accessibility Issues That Get eCommerce Sites Sued (And How to Fix Them)
• eCommerce Accessibility Lawsuits: Why Online Retailers Are Prime Targets
• WCAG 2.2 for eCommerce: What Online Retailers Must Know