Inclusive eCommerce: Best Practices to Make Your Site More Accessible

As the world increasingly moves online, eCommerce retailers face an important challenge – and opportunity. Accessibility isn’t just a buzzword; it’s the key to unlocking your store’s full potential. By making your website more inclusive, you can reach a broader audience, improve user experiences, and demonstrate your commitment to creating a welcoming space for all.


This guide will walk you through the essentials of eCommerce accessibility, offering actionable steps to ensure your online store is usable by everyone, including people with disabilities. Let’s dive into why accessibility matters, the principles of inclusive design, and practical strategies to implement it effectively…


Why eCommerce accessibility matters


Accessibility isn’t just a nice-to-have; in fact, it’s often a legal requirement. Laws like the Equality Act in the UK and the European Accessibility Act mandate that websites and digital platforms accommodate users with disabilities. Non-compliance can result in lawsuits, fines, and damage to your reputation.


Beyond compliance, accessibility opens your site to a much larger audience (which makes good business sense). Did you know that over one billion people worldwide live with some form of disability? By making your online store more accessible, you’re opening your business to a vast, often underserved customer base. At the end of the day, accessibility improvements enhance the user experience for everyone, not just those with disabilities. 


Think of closed captions on videos – not only helpful for people with hearing impairments but also for those watching in noisy environments. Many accessibility improvements, like image alt text and semantic HTML, also overlap with search engine optimisation (SEO) best practices, making your site easier for search engines to crawl. This can ultimately help your site rank higher in the search results, boosting your brand’s online visibility and driving more traffic to your store.

 

Accessibility 101 

 

The UK’s 2010 Equality Act requires businesses and organisations to make their websites accessible to everyone, including people with disabilities. This means removing barriers that could make your site difficult or impossible for some users to navigate.


Website owners are obliged to make “reasonable adjustments” to accommodate disabilities, such as adding text-to-speech compatibility for visually impaired users or ensuring keyboard navigation for those with motor impairments. If these adjustments aren’t made, this could be considered discriminatory.


The Act applies to all sectors, from online commerce to government services. While it doesn’t lay out specific technical rules, it often references the Web Content Accessibility Guidelines (WCAGs) as a benchmark for what constitutes a reasonable level of accessibility.


The principles of inclusive eCommerce design 

 

To create an inclusive eCommerce experience, your site should follow the four guiding principles of the WCAGs.


Perceivable


All users, regardless of their abilities, must be able to access the information presented.

  • Provide text alternatives for images and multimedia (e.g., alt text, captions)
  • Offer alternatives for audio and video content (e.g., transcripts, subtitles)
  • Ensure content is adaptable and easy to view, such as by allowing zooming without losing content clarity
  • Use sufficient colour contrast for readability.


Operable


Users must be able to interact with your site using a variety of tools, such as keyboard navigation or assistive technologies like screen readers. 

  • Make all functionality accessible via keyboard (not just a mouse)
  • Give users enough time to read or interact with content
  • Avoid design elements that can trigger seizures, such as flashing images
  • Provide clear, consistent navigation aids (e.g., menus, search functions).


Understandable


Make your site’s content and navigation intuitive.

  • Use simple language
  • Provide clear instructions
  • Ensure web pages behave in predictable ways (e.g., no unexpected pop-ups)
  • Provide clear instructions for filling out forms or correcting errors
  • Error notifications should be easy to interpret.


Robust


Ensure your site is compatible with a wide range of assistive devices and adaptive technologies, both now and in the future (as technology evolves).

  • Use clean, semantic code for screen readers and other assistive tools
  • Test compatibility with a range of devices and assistive technologies.


Simple steps to an inclusive shopping experience 

 

To create an inclusive eCommerce experience, your site should follow the four guiding principles of the WCAGs.


1. Use alt text for images


Alt text provides a textual description of an image that can be read by screen readers, enabling visually impaired users to understand the content even if they cannot see it.  For instance, instead of saying "image of shoes," a better description might be, "Red high-heeled shoes with a glossy finish." For decorative images that don’t convey essential information, using a null alt attribute (e.g., alt="") ensures that screen readers skip these images, reducing unnecessary clutter.


2. Optimise keyboard navigation


Test your site by navigating it without a mouse. All essential functions, such as navigating menus, accessing the shopping cart or
completing checkout, should be operable with keyboard-only input. Use visible focus indicators (e.g., a highlighted outline around the currently selected element) to show where the user is on the page.


3. Add ARIA labels


Use ARIA (Accessible Rich Internet Applications) attributes to enhance screen reader compatibility. ARIA labels provide additional context for interactive elements like buttons and links, making it easier for screen readers to interpret their purpose. For example, a button that simply says “Click here” could be enhanced with an ARIA label that specifies “Click here to add this item to your cart.”


4. Ensure colour accessibility


Users with visual impairments, including colour blindness, may struggle with low-contrast text or interfaces that rely solely on colour to convey information. Choose colour combinations with high contrast and use patterns or text labels to supplement colour-coded indicators. For instance, instead of using only green and red to indicate availability, add text labels like “In Stock” or “Out of Stock” to ensure all users can interpret the information.


5. Create accessible forms


Label all form fields clearly and use placeholder text sparingly. For example, "First Name" should be a visible label, not just a placeholder. Error messages should also be descriptive and provide guidance on how to correct issues. For example, instead of a generic “Invalid input” error, a more helpful message might say, “Please enter a valid email address in the format name@example.com.”


6. Design for screen readers


Use semantic HTML to structure content logically and ensure that screen readers can interpret your content effectively. Headings (<h1> to <h6>), lists, and tables should follow a clear hierarchy and avoid overly complex layouts or elements that may confuse or mislead screen reader users.\


Best practices for specific eCommerce features 

 

Accessible eCommerce features can significantly improve the user experience. Product pages, for example, should include detailed descriptions that go beyond marketing copy to provide essential information in plain language. High-resolution, zoomable images are also beneficial for users with low vision. Your site’s search functionality should also be flexible and intuitive. Predictive text and autocorrect features can help users find what they need, even if their search terms aren’t exact matches. 


For
mobile accessibility, ensure your site is optimised for smaller screens, with larger buttons and adequate spacing to accommodate touch interactions. And during the checkout process, simplicity is key. Reducing the number of steps and providing clear instructions at every stage minimises barriers for users with cognitive or physical disabilities. Descriptive error messages are particularly important during checkout, as they guide users to resolve any issues quickly. 


Data validation is an oft-overlooked aspect of accessibility. Fetchify's tools, like address and phone number validation, streamline the user experience by reducing the risk of input errors during checkout. This benefits all users, including those with cognitive or motor disabilities, by minimising frustration during checkout. For example, Fetchify’s
address auto-complete automatically completes addresses in real-time, reducing the effort required from users. This is especially beneficial for individuals with motor disabilities or cognitive challenges who may struggle with typing lengthy information accurately.


Accessibility isn’t a one-time project


Accessibility is an ongoing commitment. Regularly audit your site, stay updated on WCA guidelines, and prioritise user feedback. Inclusive eCommerce not only demonstrates social responsibility but also strengthens your business by fostering loyalty and trust among all customers. By following the steps outlined in this guide, you’ll be well on your way to creating a shopping experience that’s welcoming, inclusive, and enjoyable for everyone. 


Ready to start your journey toward accessibility? Explore how Fetchify’s tools can help you
build a more inclusive eCommerce site today.

About Fetchify


Fetchify’s address lookup and data validation platforms cover more than 250 countries, and increases customer conversion with the fastest, most accurate customer data capture. Fetchify’s flagship products – Address Auto Complete and Postcode Lookup – reduce friction at the checkout, and also significantly increase the number of successful deliveries. Founded in 2008, Fetchify processes millions of data transactions every day for clients ranging from startups to established high-street names, and offers a full suite of data validation tools, including phone, email and bank, too.

M
By Cristina Butanescu July 15, 2025
“The migration from Fetchify to Shopify was smooth and well-managed. The credit transfer process was clearly explained and completed efficiently, and ongoing account support by our Account Manager has been responsive and helpful throughout. It’s been a very positive experience overall.” – Anthony Stodart, Managing Director
June 30, 2025
An article in Ecommerce News recently put a number to something every online retailer dreads: lost parcels. In Q4 2024 alone, European ecommerce retailers lost €500 million in revenue due to 3.72 million undelivered parcels. That’s roughly €145 per parcel in direct and indirect logistics costs. And while the official rate of “lost” parcels is just 0.06%, the reality – accounting for misdelivery, theft, and reporting gaps – is likely closer to 0.7%. That’s 1 in every 143 parcels. The Hidden Costs of a 'Lost' Delivery For enterprise-scale ecommerce operations, the implications scale fast: Lost product and packaging costs Repeat fulfilment and reverse logistics Customer service team time and refunds Increased churn and checkout abandonment Damage to brand reputation and online reviews So Why Are Parcels Going Missing? Many issues originate in the last mile of the delivery process. The root cause is often poor data quality: Incomplete or inaccurate delivery addresses captured at checkout Manual amendments to address fields by warehouse or courier staff Ambiguous delivery locations (e.g., "front porch") Lack of precise geolocation data for drop-off Inadequate or unverifiable proof of delivery Some losses are unavoidable, but most stem from gaps in ecommerce data validation and fulfilment process transparency. What Retailers Can Control with Smart Logistics Data While you can’t eliminate theft or accidents, you can reduce missed deliveries and failed first attempts through better data validation and delivery insights: Real-Time Address Validation at Checkout Fetchify’s ecommerce address validation tools connect directly with official data sources including Royal Mail PAF and the Multiple Residence dataset. This ensures accurate delivery details for apartment blocks, HMOs, student housing, and more. Unlike generic autocomplete tools, this is verified delivery point data. Rooftop-Accurate Geocoding for Pinpoint Delivery Fetchify’s Rooftop Geocodes assign precise latitude and longitude to verified addresses – helping carriers reach the exact doorstep, not just the postcode centroid. Proof of Delivery with Location and Time Stamping Our data solutions integrate seamlessly with POD technologies, supporting timestamped, geo-tagged delivery images. Customers can also submit geo-located photos during disputes, enabling faster, fairer resolutions. Map-Based Address Confirmation for Shoppers By embedding a zoomed-in map in the checkout process, ecommerce brands allow customers to visually confirm their delivery location. This prevents ambiguous or misentered addresses from the start. Audit Trails and Address Change Tracking Fetchify tracks address field edits and changes across the fulfilment chain, helping to pinpoint where a delivery went wrong and maintain data accountability. Marginal Gains. Major Ecommerce Impact. Smart logistics and address data validation might only reduce parcel loss by fractions of a percent – but the impact is huge: A 0.1% improvement = thousands of saved parcels = millions in recovered revenue Fewer failed deliveries = less pressure on customer support teams Accurate addresses = better first-time delivery success and lower last-mile costs Conclusion: Delivery Accuracy is a Data Challenge Lost parcels aren’t just a logistics challenge. They’re a symptom of poor data validation in ecommerce. From checkout to doorstep, the journey must be powered by precise, verified data. Fetchify helps online retailers solve this problem with address validation, geolocation, and enhanced fulfilment transparency. If you want to stop asking “Whose front door is this?” – start with smarter ecommerce data. Want to improve delivery success and reduce failed parcels? Contact Fetchify to book your free address data health check.
A man is typing on a laptop computer while holding a folder.
June 6, 2024
In the digital age, data is a critical asset for any business. Fetchify explores how data cleansing can help your business meet international standards
A man is using a tablet in a living room while a woman sits on a couch.
May 7, 2024
In the bustling world of online commerce, every detail matters. Address verification is often overlooked, and Fetchify explain why solidd data is never to be missed
Show More