eCommerce Accessibility FAQ: Everything Retailers Need to Know

Digital accessibility raises many questions for eCommerce businesses—from legal requirements and technical standards to implementation priorities and costs. This FAQ compiles the most common questions we encounter, providing direct answers based on current regulations, industry best practices, and real-world implementation experience.

Use this resource to quickly find answers to accessibility questions, or read through to build comprehensive understanding of eCommerce accessibility requirements and considerations.

Legal Requirements

Is my eCommerce website legally required to be accessible?

Yes, if you serve customers in the United States. Courts have consistently ruled that commercial websites are "places of public accommodation" under Title III of the Americans with Disabilities Act (ADA). This interpretation applies to eCommerce sites regardless of whether the business has physical stores.

Additionally, if you serve customers in the European Union, the European Accessibility Act establishes accessibility requirements for eCommerce that take full effect in June 2025. Other jurisdictions including Canada, Australia, and UK have similar requirements.

What accessibility standard should my eCommerce site meet?

Most courts and regulations reference WCAG 2.1 Level AA as the benchmark for web accessibility compliance. The Department of Justice has indicated WCAG is the appropriate standard for ADA web compliance.

WCAG 2.2 (released October 2023) is the current version and represents best practices. Meeting WCAG 2.2 Level AA provides maximum protection and ensures you exceed minimum legal requirements.

Can I be sued for an inaccessible website?

Yes. Over 4,600 federal ADA website lawsuits were filed in 2023, with eCommerce sites representing the majority of targets. Plaintiff attorneys actively identify and pursue accessibility violations, particularly against retail websites where barriers can be easily documented and harm clearly demonstrated.

Lawsuits typically begin with a demand letter offering settlement opportunity. If unresolved, cases proceed to court. Settlements range from $10,000 to $250,000+, with additional legal defense costs of $50,000-$150,000.

What triggers an accessibility lawsuit?

Common triggers include:

• Documented barriers: Plaintiffs use automated scanning and manual testing to identify specific WCAG violations
• Repeated failures: Sites that receive complaints and don't remediate face higher risk
• High visibility: Well-known brands attract attorney attention due to larger potential settlements
• Pattern violations: Multiple similar issues across a site suggest systemic problems

The most common violations cited in eCommerce lawsuits are missing image alt text, inaccessible navigation, poor color contrast, and form labeling issues.

Does having an accessibility overlay protect me from lawsuits?

No. Accessibility overlays do not provide legal protection. Multiple lawsuits have named sites using overlays as defendants. Courts and plaintiffs increasingly view overlays as inadequate substitutes for genuine remediation.

Overlays attempt to patch accessibility issues at the surface level without fixing underlying code problems. They can also create new barriers by interfering with assistive technology users have configured.

WCAG Standards

What is WCAG?

The Web Content Accessibility Guidelines (WCAG) are technical standards developed by the World Wide Web Consortium (W3C) defining how to make web content accessible to people with disabilities. WCAG provides specific, testable criteria organized around four principles:

• Perceivable: Information must be presentable in ways users can perceive
• Operable: Interface components must be operable by all users
• Understandable: Information and operation must be understandable
• Robust: Content must be robust enough for reliable interpretation

What's the difference between WCAG Level A, AA, and AAA?

WCAG defines three conformance levels:

Level A: Minimum accessibility requirements. Failing Level A criteria creates severe barriers that may completely block access. All sites should meet Level A.

Level AA: Standard accessibility requirements. Most regulations and lawsuits reference Level AA as the compliance benchmark. This level addresses common barriers affecting many users.

Level AAA: Enhanced accessibility requirements. This level provides optimal accessibility but may not be achievable for all content types. Not typically required for legal compliance but represents best practice where feasible.

Most courts apply WCAG Level AA as the standard for ADA web compliance.

What changed in WCAG 2.2?

WCAG 2.2, released October 2023, adds nine new success criteria:

Level A (New):

• Consistent Help: Help mechanisms in same location across pages
• Redundant Entry: Don't require re-entering same information

Level AA (New):

• Focus Not Obscured: Focused elements not completely hidden by other content
• Dragging Movements: Single-pointer alternative for drag actions
• Target Size (Minimum): 24x24 pixel minimum for interactive targets
• Accessible Authentication: Don't require cognitive function tests for login

Level AAA (New):

• Focus Not Obscured (Enhanced)
• Focus Appearance
• Accessible Authentication (Enhanced)

These criteria particularly impact eCommerce checkout flows, authentication, and interactive product features.

How do I know if my site is WCAG compliant?

WCAG compliance requires testing against all applicable success criteria. This typically involves:

1. Automated scanning to identify technical violations (catches ~30% of issues)
2. Manual testing with keyboard navigation and screen readers
3. Expert review by accessibility specialists
4. User testing with people who have disabilities

TestParty's automated scanning identifies WCAG violations across your entire site, providing a starting point for compliance assessment.

Implementation

Where should I start with accessibility?

For eCommerce sites, prioritize in this order:

1. Checkout and purchase flow: Barriers here directly prevent sales and create clear legal harm
2. Product pages: Alt text, descriptions, and interactive elements
3. Navigation: Keyboard accessibility and screen reader compatibility
4. Homepage and category pages: High-traffic entry points
5. Account management: Login, registration, order history

Focus on WCAG Level A violations first, then Level AA. Address template-level issues before individual page problems—fixing a template resolves issues across all pages using it.

See our 3-phase compliance plan for detailed implementation guidance.

How long does accessibility compliance take?

Timeline varies based on site size, current state, and resources:

• Small sites (under 100 products): Significant improvement possible in days to weeks
• Mid-size retailers: Comprehensive remediation typically takes weeks to a few months
• Enterprise sites: Complex custom systems may require sustained multi-quarter programs

Accessibility isn't a one-time project—ongoing maintenance is required as sites change.

Can I fix accessibility issues myself, or do I need experts?

Many accessibility issues can be addressed by in-house teams with proper guidance:

• Content fixes (alt text, heading structure, link text) — Content teams can handle with training
• Template fixes (form labels, semantic HTML) — Front-end developers can implement
• Basic testing (keyboard navigation) — Anyone can learn to test

Expert assistance is valuable for:

• Initial comprehensive audits
• Complex ARIA implementations
• Screen reader testing and optimization
• Training and process development

Combination approaches work well: use automated tools for detection, experts for complex issues, and trained staff for ongoing maintenance.

What accessibility issues can automated tools detect?

Automated tools detect approximately 25-35% of WCAG violations, including:

• Missing alt text on images
• Color contrast failures
• Missing form labels
• Heading structure issues
• Missing language attributes
• Duplicate IDs
• Empty links and buttons

Automated tools cannot detect:

• Whether alt text is actually descriptive and accurate
• Whether content is logically organized
• Whether navigation is usable in practice
• Whether interactive elements work correctly with assistive technology
• Many cognitive accessibility issues

Combine automated scanning with manual testing for comprehensive coverage.

How do I write good alt text for products?

Effective product alt text describes what a sighted user would see and need to make a purchase decision:

Include:

• Product type (sweater, lamp, bag)
• Color and pattern
• Material
• Key distinguishing features
• Style or fit descriptors

Example: Instead of "product photo" or "sweater," write: "Women's navy blue merino wool V-neck sweater with ribbed cuffs and hem"

Keep alt text 50-150 characters. Be concise but complete.

How do I make my checkout accessible?

Accessible checkout requires:

• Form labels: Every field needs a visible, associated label
• Error handling: Clear, specific error messages associated with problem fields
• Keyboard navigation: Complete checkout possible without mouse
• Progress indication: Clear steps for multi-page checkout
• Time limits: Reasonable time to complete or option to extend
• Payment accessibility: Test third-party payment forms for accessibility

Test checkout by completing a purchase using only keyboard, then with a screen reader.

Platform-Specific

Is Shopify accessible out of the box?

Shopify provides accessibility features in their core platform, particularly in checkout and newer themes (Dawn and Online Store 2.0 themes). However, merchants remain responsible for:

• Product content accessibility (alt text, descriptions)
• Theme customization accessibility
• App accessibility (third-party apps vary widely)
• Marketing content accessibility

See our complete Shopify accessibility guide for detailed implementation steps.

Is WooCommerce accessible?

WooCommerce core has implemented significant accessibility features. Your actual accessibility depends on:

• Your WordPress theme (look for "accessibility-ready" designation)
• Plugins you install (test each for accessibility)
• Your product content
• Any customizations made

See our WooCommerce accessibility guide for detailed guidance.

Do third-party apps and plugins need to be accessible?

Yes. Any functionality on your site—whether native or from apps/plugins—must be accessible. Apps that create barriers become your legal responsibility.

Before installing apps, evaluate accessibility:

• Check if vendor mentions accessibility/WCAG compliance
• Test on staging with keyboard and screen reader
• Review support forums for accessibility complaints

If an app creates barriers you can't fix, consider alternatives or removing it.

Business Impact

How much does accessibility remediation cost?

Costs vary significantly based on site size and current state:

• Small sites: $5,000-$15,000 for significant improvement
• Mid-size retailers: $25,000-$75,000 for comprehensive remediation
• Enterprise sites: $100,000+ for complex custom systems

Ongoing maintenance typically runs 10-20% of initial investment annually.

Compare this to lawsuit costs ($200,000+ typical total) to see why proactive investment makes financial sense.

What's the ROI of accessibility investment?

Accessibility ROI comes from multiple sources:

• Lawsuit prevention: Average lawsuit costs $200,000+
• Market expansion: 61 million Americans with disabilities, $490 billion in disposable income
• Conversion improvement: Accessible sites convert better for all users
• SEO benefits: Accessibility and SEO share foundations

Most companies see positive ROI within the first year through combined risk reduction and revenue improvement.

How do accessibility improvements help SEO?

Accessibility and SEO share common requirements:

• Alt text: Helps search engines understand images (Google Images rankings)
• Heading structure: Signals content organization
• Semantic HTML: Machine-readable content structure
• Page speed: Ranking factor that also affects accessibility
• Mobile usability: Mobile-first indexing requires accessible mobile experience

Accessibility investments typically improve SEO performance simultaneously.

Does accessibility affect conversion rates?

Yes. Accessibility improvements often improve conversions for all users:

• Clearer forms reduce abandonment
• Better navigation helps everyone find products
• Improved readability increases engagement
• Faster pages convert better

Beyond general improvements, accessible sites capture sales from the 26% of adults with disabilities who might otherwise abandon inaccessible competitors.

Testing and Monitoring

How do I test my site for accessibility?

Comprehensive testing combines multiple approaches:

Automated testing:

• Run site-wide scans to identify technical violations
• TestParty provides comprehensive automated scanning

Manual testing:

• Keyboard navigation: Complete key tasks without mouse
• Screen reader: Use NVDA (Windows, free) or VoiceOver (Mac) to navigate
• Zoom: Test at 200% magnification

Expert review:

• Accessibility specialists evaluate against full WCAG criteria
• User testing with people who have disabilities

How often should I audit my site?

• Comprehensive audits: At least annually
• Automated scans: Monthly or more frequently
• After major changes: Any significant update warrants accessibility review
• Continuous monitoring: Ideal for catching regressions

What should I include in an accessibility statement?

An accessibility statement should include:

• Accessibility standard you're working toward (e.g., WCAG 2.2 Level AA)
• Known limitations and plans to address them
• Contact information for accessibility feedback
• Date of last accessibility review

The W3C provides guidance on writing accessibility statements. Be honest—overclaiming compliance invites scrutiny.

What if I receive a demand letter or lawsuit?

If you receive accessibility legal correspondence:

1. Take it seriously: Don't ignore demand letters
2. Consult an attorney: ADA litigation has specific requirements
3. Document current state: Audit your site's accessibility
4. Begin remediation: Active improvement demonstrates good faith
5. Respond appropriately: Quick, substantive response may prevent escalation

Having documented accessibility efforts before receiving complaints influences outcomes more favorably than starting from scratch after legal action begins.

Getting Started

What's the single most important thing I can do for accessibility?

Start with a comprehensive audit to understand your current state. You can't prioritize fixes without knowing what's broken.

TestParty's free scan identifies WCAG violations across your entire site, categorized by severity and providing specific remediation guidance. This gives you the foundation to prioritize and plan accessibility work.

Where can I learn more about accessibility?

Authoritative resources:

• W3C Web Accessibility Initiative — Official WCAG documentation and guidance
• WebAIM — Practical accessibility information and tools
• A11y Project — Community-driven accessibility checklist and resources

TestParty resources:

• eCommerce Accessibility Lawsuits
• 3 Issues That Get Sites Sued
• 3-Phase Compliance Plan

How do I get budget for accessibility?

Build a business case around:

1. Risk: Lawsuit statistics and costs in your industry
2. Opportunity: Market size and revenue potential
3. Comparison: Remediation cost vs. lawsuit cost
4. Timeline: Phased approach with measurable milestones

See our accessibility ROI guide for frameworks and calculations to support budget requests.

We're transparent about our process: AI helped create this article, and our accessibility experts verified it. We believe this combination produces better content than either alone. Before making decisions, validate against your context or consult professionals like our team.

Still Have Questions?

This FAQ covers the most common eCommerce accessibility questions, but every situation is unique. Start with understanding your specific site's accessibility status.

Get a clear picture of where you stand. TestParty's AI-powered platform scans your entire eCommerce site against WCAG criteria, identifying specific issues and providing prioritized remediation guidance. Turn these FAQ answers into action with site-specific insights.

Get your free accessibility scan →

This guide is derived from our detailed TestParty research reports, which we typically reserve for customers. We've chosen transparency over exclusivity here, contributing to the open knowledge ecosystem that makes the web better.

Related Articles

• eCommerce Accessibility Lawsuits: Why Online Retailers Are Prime Targets
• The 3 Accessibility Issues That Get eCommerce Sites Sued
• The 3-Phase eCommerce Accessibility Compliance Plan