In this article you will learn what barrier-free e-commerce is – digital accessibility, how to use and apply the WCAG principles correctly and how accessibility affects business.

The ability to compare products, convenient delivery and a broad assortment of products available with just one click are some advantages that ensure that online shopping is a permanent part of our lives. Unsurprisingly, the creators of online stores want to make our online shopping experience as smooth as possible. However, many overlook one of the most key aspects – digital accessibility. According to WHO estimates, around 15% of the world’s population lives with some kind of disability. Over a billion – this is the number of potential clients, e-businesses can lose because of not considering accessibility.

Digital accessibility – what is it?

Building digital accessibility means removing any obstacles that can make it harder for people with disability to access websites and technology. In the context of e-commerce, the accessible web stores are designed in such a way that anyone, regardless of their disability, can browse and shop. Right now, the cornerstone of designing accessible products is the WCAG 2.1 guidelines. The compliance is determined by three categories: A – basic accessibility, AA – currently the accessibility standard and AAA – the highest (although this usually is reserved for speciality software).

WCAG 2.1 recommended text sizes for enhanced digital accessibility

For a website to meet Level AA requirements, it must comply with 50 specific criteria, including contrast, use of alternative text, navigation and support for assistive technology.

How to improve the digital accessibility of an online shop?

Each type of disability results in different difficulties in using technology, which necessitates the consideration of specific needs and the application of solutions to enable the free use of digital resources.

Visual impairment and digital accessibility

Characterized by a total or partial limitation in visual ability. The main problems in using websites in this group are lack of integration with screen readers, poor contrast and presentation of data only using colours.
What you can do: use alternative text for product images, maintain appropriate levels of contrast ratios and provide support for screen readers by, among other things, maintaining a consistent headline structure.

Hearing disability and digital accessibility

Globally, as many as 1.5 billion people have mild to moderate levels of hearing loss and 66 million suffer from severe hearing impairment. The Internet is full of audiovisual content without text support.

What you can do: provide reliably produced subtitles and transcription for all material with audio.

Mobility disability and digital accessibility

This group includes people with reduced mobility. This phenomenon affects 1 in 7 people worldwide, with the percentage increasing among people aged 65 and older. The biggest obstacle to using technology in this case is interfaces designed to be used only with a mouse.

What can you do: adapt your online shop for dedicated controllers, voice control or keyboard control.

Cognitive disability and digital accessibility

Includes people with congenital (e.g. autism spectrum) or acquired (through injury or with age) cognitive limitations.

What you can do: present information as clearly as possible, and avoid „walls” of text and language saturated with specialized terms.

How does digital accessibility affect e-business?

When looking at these difficulties, one can see how numerous and complex the group in question is. This makes it all the more surprising that 94% of the world’s top-earning e-shops still do not meet accessibility requirements (WCAG 2.1 AA). Non-compliant e-shops may be closing the door to a vast audience base for whom accessibility is not just a 'nice-to-have’, but a deciding factor in their ability to take advantage of an offer. It is also worth noting that disability is a fluid concept and also includes temporary incapacity, caused by injury or short-term incapacity. Seemingly trivial problems such as tired eyesight, migraine or even increased stress levels can significantly impair the ability to consume digital content. In addition, the ability to perceive naturally diminishes with age, in which case accessibility becomes a tool in the fight against digital exclusion of the elderly.

One may, of course, be under the impression that the successful implementation of accessibility standards is an extremely time-consuming process, requiring specialist knowledge, sophisticated testing and, above all, an above-average developed empathy. Indeed, the process implies a considerable cost to the organization. However, many companies perform professional audits of accessibility and compliance with WCAG standards. The cost and time to implement the recommendations vary, but it is often possible to make a significant gesture towards their customers with little effort. Digital accessibility also has many benefits for the company that takes such steps, and we are talking about:

Image issues

Caring about accessibility and declaring a commitment to it helps to build a favourable brand image, which can improve customer relations and increase sales. Accessible sites build customer trust and satisfaction, and consequently customer loyalty. Satisfied customers are also more likely to recommend us further. However, it is important that declarations are followed by actions and that such CSR activities are backed up by actively creating digital experiences that are accessible to everyone.

Legal aspects

Today, accessibility is no longer just a question of ethics, but also of meeting legal requirements. Until now, such an obligation was incumbent on public institutions. However, according to a 2019 European Union directive, known as the European Accessibility Act, this requirement has been extended to products and services that are crucial for users with disabilities in the private sector. Among these, e-commerce has been singled out. This means that from mid-2025, most businesses in the e-commerce sector will have to comply with the accessibility requirements. The obligation does not apply only to micro-enterprises, i.e. entities with fewer than 10 employees and an annual net turnover of less than €2 million in one of the last two financial years.

A larger audience base

Considering the needs of people with disabilities, it can undoubtedly be counted on to significantly expand the market reach. The global value of this group is estimated to be as high as $7 trillion a year, generating extraordinary business potential.
In addition, research commissioned by Microsoft has shown that taking accessibility standards into account improves the overall user experience. It can therefore be assumed that any accessible sales platform will be more likely to be visited by all audiences. Furthermore, digital accessibility is a driver of innovation. The development of solutions initially aimed at people with disabilities can help to face unexpected problems or meet the needs of other audiences. Furthermore, accessibility-based design thinking provides the end user with a more natural, individual-centred experience, as it allows them to interact with the product in different ways depending on their circumstances.

Accessibility is not an option but a necessity

As can be seen, digital accessibility is becoming increasingly important in the context of improving the lives of both people with disabilities and everyone. It is on the shoulders of e-commerce owners, among others, that the degree of digital inclusion in society is a responsibility. Despite having to adapt to many requirements, e-businesses benefit from the implementation of accessibility standards.

So let’s ask ourselves: how often are there opportunities to improve the quality of life of many people in such a meaningful way by doing things a little more robustly?