What Are the Best Practices for Accessibility in UK E-commerce Web Design?

April 18, 2024

Let’s venture into the world of accessibility in e-commerce web design. In a digital and fast-paced world, you’ll agree that accessibility is more than a trend. It is a necessity. As you design and build your ecommerce websites, it is essential to ensure that they are accessible to all individuals, regardless of their physical, cognitive, or sensory abilities.

The World Wide Web Consortium (W3C) has developed a set of guidelines known as the Web Content Accessibility Guidelines (WCAG), which provide strategies, standards, and resources to make web content more accessible to people with disabilities. As ecommerce sites become increasingly intrinsic to business operations, it is crucial to adhere to these guidelines, ensuring that the online shopping experience is inclusive and user-friendly for all.

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Accessibility and Its Importance in E-commerce

It’s important to understand the critical role of accessibility in ecommerce. Making your site accessible isn’t just about complying with laws and guidelines, it is a strategic business decision that can significantly increase your potential customer base and boost your online reputation.

Studies show that around 20% of the UK population has some form of disability. That’s a significant number of potential customers who might encounter difficulties navigating your website if it isn’t designed with accessibility in mind.

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Accessibility in ecommerce is also a matter of social responsibility. Ensuring that your website is user-friendly for people with disabilities sends a strong message about your company’s commitment to inclusivity. It shows that you value all your customers and are committed to providing everyone with a seamless and enjoyable shopping experience.

Making Text Content Accessible

Text is a critical element of web design and plays a significant role in making the user experience enjoyable and straightforward. Here are some best practices for making your text content accessible.

Firstly, make sure that your text is resizable. Many people with visual impairments use screen magnification tools to enlarge text. The text on your site should be able to be enlarged up to 200% without loss of content or functionality.

Secondly, consider the readability of your text. This includes aspects like the size, typeface, line length, and spacing. WCAG recommends a minimum text size of 16px. Choose a simple, clean typeface that can be read easily, and ensure that there is sufficient contrast between the text and the background.

Finally, make provision for alt text for images. Alt text is the short description that appears when an image can’t load, or when the user is using a screen reader. This ensures that users who can’t see the image can still understand what it represents.

Designing for Different Disabilities

When designing your ecommerce site, it is important to consider the wide range of disabilities that your users might have. This includes visual impairments, hearing impairments, cognitive disabilities, and motor disabilities.

For users with visual impairments, consider using larger text sizes, high-contrast color schemes, and screen reader-friendly designs. Include alt text for images and ensure that navigation menus are clearly labeled and easy to use.

For users with hearing impairments, ensure that any audio content has captions or transcripts available. If your site includes videos, use sign language interpreters or provide text alternatives.

People with cognitive disabilities might struggle with complex information or navigation structures, so simplicity and clarity are key. Use plain language and clear, concise instructions.

For those with motor disabilities, ensure that your site is navigable with keyboard commands, as many individuals may struggle to use a mouse or touchscreen.

Incorporating WCAG Guidelines

The Web Content Accessibility Guidelines are a valuable resource for making your ecommerce site more accessible. They provide a wide range of recommendations for making web content more accessible to people with disabilities.

These guidelines are divided into three levels of conformity: A (lowest), AA, and AAA (highest). Level AA is seen as the target standard for most websites, as it provides a good balance between accessibility and practicality.

Some key WCAG guidelines for ecommerce include:

  • Providing text alternatives (alt text) for non-text content
  • Providing captions for videos with audio
  • Making all functionality available from a keyboard
  • Making it easier for users to see and hear content by separating foreground from background
  • Ensuring that pages are readable and predictable in their appearance and operation

By adhering to these guidelines, you will not only make your site more accessible to people with disabilities, but you will also improve the overall user experience for all your visitors.

Public Perception and Business Benefits

To wrap up, it’s important to remember that accessibility in ecommerce isn’t just about compliance and doing the right thing. It’s also about reputation and competitive advantage.

In an increasingly socially-conscious public sphere, businesses that prioritize accessibility tend to be viewed more favorably by consumers. By creating an inclusive online shopping experience, you signal to your customers that you care about their needs and value their business.

Moreover, by making your website more accessible, you can tap into a larger market share. As previously mentioned, around 20% of the UK population has some form of disability. By making your ecommerce site accessible, you are opening up your business to this significant market segment.

In conclusion, accessibility in ecommerce web design is a multi-faceted issue that encompasses a wide range of considerations. By focusing on accessibility, not only are you ensuring compliance with guidelines and laws, but you are also enhancing the user experience, building a positive brand reputation, and increasing your potential customer base.

Aiding Navigation for Visually Impaired Users

Creating a user-friendly experience for visually impaired users involves much more than just implementing simple text alternatives. Website accessibility also encompasses the effective use of screen readers and keyboard navigation. When designing your website, you need to comprehend how visually impaired users interact with web content.

Firstly, let’s talk about screen readers. Screen readers are software applications that convert text into spoken output. They are critical tools for visually impaired users. To optimise your website for screen readers, you need to ensure that your site’s structure is logical and clear. Use headings and subheadings correctly to provide an outline of the page. Additionally, always use descriptive link text, rather than generic text like ‘click here’.

Next in line is keyboard navigation. Many visually impaired users rely on their keyboards rather than a mouse to navigate websites. Make sure that all functionalities of your site are operable through a keyboard. This includes links, buttons, forms, slideshow controls, and so forth. Your site should also provide visual focus indicators, to help keyboard users understand where they are on the page.

Implementing these practices will significantly enhance the online shopping experience for visually impaired users, creating an inclusive platform for all.

Meeting Public Sector Bodies Accessibility Regulations

In the UK, the public sector bodies accessibility regulations came into effect in 2018. These regulations require all public sector websites and mobile apps to be accessible to everyone, including people with disabilities. While these regulations primarily apply to public sector bodies, they provide valuable guidelines for private sector e-commerce websites too.

To align with these accessibility regulations, your website must be perceivable, operable, understandable, and robust. This essentially means that users must be able to perceive the information being presented (it can’t be invisible to their senses), operate the user interface (the interface cannot require interaction that a user cannot perform), comprehend the information and the operation of the user interface (the content or operation cannot be beyond their understanding), and that content must be robust enough to be interpreted reliably by a wide variety of user agents, including assistive technologies.

Moreover, websites should provide accessibility statements, detailing the measures taken to ensure the site is accessible. Such a statement sends a clear message to customers that your online store is committed to inclusivity, complying with accessibility standards, and providing a seamless online shopping experience for all.


In a nutshell, accessibility in UK e-commerce web design is multi-dimensional, involving everything from text content to navigation for visually impaired users. It’s not merely a matter of ticking off boxes for compliance but instead, a strategic approach that translates to an enhanced user experience and a broader customer base.

By focusing on web accessibility, you’re conveying a strong message about your company’s values and commitment to inclusivity. You’re ensuring that your e-commerce website caters to all users, regardless of their abilities, opening up your business to a significant market segment.

With a commitment to accessibility, you’re not just complying with guidelines and laws; you’re building a positive brand reputation, enhancing the user experience, and expanding your potential customer base.