How Easy Is it to Shop on Your Website? Let's Consider Accessibility in eCommerce
Online shopping has become an essential part of everyday life that is quick, easy, and convenient. From ordering our food shopping from Tesco or Asda to buying clothes or a new phone, eCommerce allows people to shop from the comfort of their homes. However, for some individuals, these experiences can be anything but seamless. If websites aren’t designed with accessibility in mind, many people, especially those with disabilities, can struggle to navigate online stores or make purchases. Accessible eCommerce is about ensuring that every customer, regardless of ability, can use a website with ease.
Why Accessibility Matters in eCommerce
Imagine trying to buy a product online, but the checkout button is too small to click. Or perhaps, you're using a screen reader to navigate a website, and the descriptions of the products aren't read out correctly. For someone with limited vision or mobility challenges, this could mean the difference between making a purchase or leaving the website out of complete and utter annoyance and frustration.
Inaccessible websites exclude millions of potential customers. In the UK alone, there are approximately 14 million disabled people, many of whom regularly shop online. By creating a website that isn’t accessible, businesses miss out on a significant customer base and, more importantly, contribute to the barriers these individuals face in their daily lives.
Accessible eCommerce goes beyond just a legal requirement. It’s about creating a fair, inclusive experience that caters to everyone, ensuring that no one is left out of the digital shopping world.
Real-World Examples of Accessibility Challenges in eCommerce
To understand what makes an online shopping experience inaccessible, let’s explore some common issues that people with disabilities face when navigating online retail websites:
Poorly Designed Buttons and Links
Have you ever struggled to click a tiny button on your phone? Now imagine that same frustration for someone with limited dexterity or who relies on voice commands to browse. Buttons and links that are too small or too close together make it difficult for users to interact with the website. Large, clear buttons with enough space around them ensure that users can easily complete actions, such as adding items to their cart or proceeding to checkout.
Lack of Alt Text on Product Images
For someone who is blind or has low vision, product images are inaccessible without proper descriptions. Alt text – the descriptions added to images – helps screen readers convey what’s being shown to the user. Without it, they’re left guessing what a product looks like or missing important details. For instance, a customer browsing for a new jumper might want to know about the colour, material, and design. Without alt text, they lose vital information, making it nearly impossible to decide whether to purchase.
Inaccessible Forms and Checkout Processes
Forms are an essential part of any online shopping experience. Customers need to enter their delivery details, payment information, and sometimes more. Yet, forms that aren’t accessible – whether due to unclear labels, poor layout, or lack of keyboard navigation – can prevent users from completing their purchase. This is especially problematic for people with mobility issues or those who rely on assistive technologies like screen readers or speech recognition software.
Time Limits That Aren’t Adjustable
Some websites, especially those selling high-demand items, impose time limits on certain actions. For instance, once you add a product to your cart, you may have a limited time to complete the purchase. For people with cognitive or motor impairments, this can create a stressful and rushed experience. Allowing users to extend time limits or giving clear warnings about the time left helps ensure that everyone can shop at their own pace.
Practical Steps to Make eCommerce More Accessible
Designing an accessible online store is not only the right thing to do but also benefits the business by reaching more customers. Here are some straightforward steps that businesses can take to improve accessibility:
Ensure Keyboard Navigation
People who cannot use a mouse often rely on their keyboard to navigate websites. All essential functions on the website, including adding items to the cart, accessing product details, and checking out, should be easily navigable using only the keyboard.
Provide Descriptive Alt Text for All Images
Every image on your website, from product photos to banners and logos, should include descriptive alt text. This helps those using screen readers understand what’s visually displayed and make informed purchasing decisions.
Use Clear, Consistent Layouts
A consistent, logical layout is essential for users with cognitive impairments. Avoid cluttering pages with too much information and ensure that all content is organised in a clear, predictable manner. This improves the overall user experience and makes it easier for everyone to find what they need.
Offer Multiple Payment Options
Some payment gateways may be inaccessible to certain users, especially if they don’t work well with screen readers or other assistive technologies. Offering multiple payment methods, such as PayPal or digital wallets, provides flexibility and ensures that all users can complete their purchases with ease.
Test for Accessibility Regularly
Accessibility is not a one-off task. Regularly testing your website for accessibility, using references like the Web Content Accessibility Guidelines (WCAG), ensures that new features or updates don’t inadvertently introduce new barriers. Including users with disabilities in the testing process is also invaluable for understanding real-world challenges.
A Seamless Experience for Everyone
Creating an accessible eCommerce website is about more than compliance – it’s about providing a positive, inclusive experience for all users. By addressing common barriers and ensuring that everyone can navigate your site easily, businesses not only enhance their reputation but also expand their customer base. Accessible design is good design, and it leads to happier, more satisfied customers who are more likely to return and recommend your services.
In a world where online shopping is becoming the norm, let’s ensure that everyone can enjoy a seamless shopping experience, regardless of their abilities.
