In an increasingly digital world where online commerce is becoming more important year after year, one issue is becoming more and more important: accessibility. Accessibility in e-commerce means that your website and online stores are designed to be usable by everyone, regardless of their physical or cognitive abilities. But why is this so important, and what challenges are associated with it? In this blog post, you will learn why accessibility plays a crucial role, especially in e-commerce, and how you can ensure that your online store is accessible to everyone.
Why is accessibility important?
Accessibility is not just a matter of social commitment or legal obligation – it is also a critical success factor for your company. According to the World Health Organization (WHO), around 1.3 billion people worldwide live with some form of disability, which corresponds to around 16% of the world’s population. These people have significant purchasing power that often goes unused because many e-commerce websites are not designed to be accessible.
Legal requirements: In many countries, companies are legally obliged to make their digital offerings accessible. In the USA, the Americans with Disabilities Act (ADA) regulates accessibility, while in Europe the European Union has obliged the public sector to make websites accessible with Directive 2016/2102. Accessibility requirements are also becoming increasingly strict for private companies. In Germany, the Accessibility Strengthening Act (BFSG) requires digital products and services to be accessible by 2025.
Expanding the target group: By creating an accessible website, you can reach a larger target group. People with disabilities, be it visual impairment, hearing impairment or motor impairment, can use your products and services without any problems. A study by Microsoft shows that 71% of users with disabilities immediately leave a website if it is not accessible.
Improving the user experience for everyone: Accessibility not only improves accessibility for people with disabilities, but also overall usability. Features such as clear navigation, well-structured content and readable fonts benefit all users and help increase conversion rates.
Reputation and brand image: An inclusive and accessible online experience strengthens your brand image and shows that your company takes social responsibility. This can not only lead to stronger customer loyalty but also have a positive impact on the public perception of your company.
Challenges in implementing accessibility
However, implementing accessibility in e-commerce is associated with a number of challenges. These concern both technical and organizational aspects:
Complexity of accessibility standards: Compliance with accessibility standards, such as those defined in the Web Content Accessibility Guidelines (WCAG), can be technically challenging. These guidelines are divided into different levels (A, AA, AAA), each of which has different accessibility requirements. It requires specialized knowledge and resources to ensure that all requirements are met.
Costs and resources: Implementing accessibility can be costly, especially if an existing website needs to be adapted retrospectively. This often requires extensive audits, the development of special features and training of employees. According to a study by Forrester, the cost of retrofitting accessibility is on average three times higher than integrating it from the start.
Lack of awareness and understanding: Many companies are unaware of the importance of accessibility or underestimate the effort involved in implementing it. There is often a gap between legal requirements and the understanding of how to implement them in practice. This is where it is important to raise awareness and involve all stakeholders in the process.
Regular maintenance and updates: Accessibility is not a one-time process. Websites need to be regularly maintained and updated to ensure they meet the latest standards and remain accessible. This requires continuous monitoring and adaptation, which can require additional resources.
The four principles of accessibility: Perceivability, Usability, Understandability, Robustness
Basically, it’s about these four principles, but what exactly do they mean?
Perceivability: Text alternatives, Timed media, Adaptability, Distinctness
Usability: Keyboard usability, Sufficient time, Avoiding seizures, Supporting orientation, Input modalities
Understandability: Readability, Predictability, Helping to avoid errors
Robustness: Compatibility
The following section describes some concrete measures to implement these principles.
Accessibility in e-commerce: How you can implement it
Accessibility is particularly important in e-commerce, as access to online stores is a crucial part of participating in society for many people with disabilities. Here are some steps you can take to ensure your online store is accessible:
Use of semantic HTML: Make sure your website uses semantic HTML that can be easily interpreted by screen readers and other assistive technologies. Headings, lists and forms should be correctly marked up to make navigation easier.
Clear and simple navigation: Clear, consistent navigation helps users find their way around your website. All menus, links and buttons should be clearly labelled and easily accessible.
Alt text for images: Every graphic and image should have descriptive alt text to help users with visual impairments understand the content. This is a fundamental element of accessibility.
Text size and contrast: Use sufficiently large fonts and ensure strong contrast between text and background to improve readability. Users without disabilities also benefit from easy-to-read text, especially on mobile devices.
Subtitles and transcripts for videos: Videos should always be subtitled and transcripts should be available for audio content. This helps users with hearing impairments understand the content.
Testing with assistive technologies: Test your website regularly with screen readers and other assistive technologies to ensure it is accessible to all users. A regular audit helps identify and fix potential barriers. Or maybe there is an association for people with disabilities that you can involve in testing the website or shop.
Conclusion
Accessibility in e-commerce is not only an ethical obligation, but also a business advantage. By making your website accessible, you not only reach a larger audience, but also strengthen your brand image and improve the user experience for everyone. Despite the challenges associated with implementing accessibility, the benefits clearly outweigh the disadvantages. Companies that integrate these aspects into their strategy early on will be more successful in the long term and strengthen their market position.
In order to get the full benefit of an accessible website, it is crucial to raise awareness within your company and provide the necessary resources. This is the only way to ensure that your online store is truly accessible to everyone – and thus future-proof your e-commerce business.
