Accessible online shopping

How merchants can make online shops more accessible for all customers — with practical measures for language, navigation, forms and media.

Published 11 September 2026Neutral editorial guide

Key principles for accessible shopping

Accessible shopping means people with different abilities can find, understand and buy products. This includes people with visual, motor or cognitive limitations and users of assistive technologies. Start with plain language and a logical structure. Add technical measures like keyboard operability, sufficient contrast and alternative text for images. Small changes improve usability for everyone and can reduce support requests.

Plain, simple language
Keyboard and screen reader compatibility
High contrast and scalable fonts
Alternative text for meaningful images

Plain language: Write short, clear sentences and avoid jargon. Use meaningful headings, labels and calls to action (for example “Add to cart” rather than “Proceed”). Product descriptions should state the main benefits and essential facts first. Put technical details or optional info in expandable sections. Offer explanations for abbreviations or industry terms as tooltips or links so the primary content stays easy to read.

Use active verbs and direct phrasing
Put key information up front
Provide explanations as optional extras

Navigation & keyboard use: Many customers use sites without a mouse. Ensure all controls are accessible by keyboard and the tab order is logical. Focus states must be visible so users know which element is active. Clear menus, visible breadcrumbs and a consistent page layout support orientation. Make sure widgets like modals and drop‑downs are properly marked for screen readers so content is announced correctly.

All interactive elements reachable by Tab
Visible focus indicators
Consistent and clear navigation

Simplify forms and checkout: Forms are often the most critical part of an online purchase. Use clear labels, place error messages next to the relevant field and provide precise input hints (for instance phone number format). Keep required fields to a minimum. Offer optional address lookup but allow manual input. Save progress so users can correct errors without restarting. A clear progress indicator reduces uncertainty during checkout.

Clear labels and nearby error messages
Only essential required fields
Save progress and show checkout steps

Media, contrast and visual aids: Images, videos and icons need meaningful alt text and clear captions. Ensure adequate contrast between text and background so content is legible for low vision. Allow font size adjustments without breaking the layout. Provide captions and short summaries for videos. Do not rely on colour alone to convey information; add text or symbols alongside colour cues.