Accessible online shopping: practical steps for more inclusive stores

Plain language and simple forms: Use short, direct language and avoid technical terms. Product descriptions, shipping info and policy text should be easy to scan. Forms need clear labels, logical order and helpful hints for required fields. Avoid nested inputs and unnecessary mandatory questions. Provide clear error messages and explain how to fix mistakes. Simple words, short sentences and consistent terms help people with cognitive challenges and make the site easier to use for everyone.

• Clear labels instead of placeholder-only text
• Helpful instructions for required fields
• Actionable error messages

Keyboard access and focus management: Many users navigate without a mouse. A shop must be fully operable by keyboard: menus, product lists, cart and checkout. Visible focus indicators show the active element. Ensure a logical tab order and avoid components that trap focus. Interactive elements like modals or dropdowns must be openable and closable via keyboard. Good keyboard support also helps users with motor impairments and increases efficiency for all users.

• Full keyboard navigation support
• Visible focus indicators
• Logical tab order

Contrast, readable text and alternative text: Sufficient contrast and readable base font sizes are vital for people with low vision. Choose colours and backgrounds with clear contrast and avoid conveying information by colour alone. All images need meaningful alternative text (alt attributes) so screen readers can describe product images, icons and infographics. Alt text is also useful when images fail to load. For videos, provide captions and, where possible, transcripts to support deaf or hard-of-hearing users.

• Sufficient colour contrast
• Readable base font sizes
• Alt text for images and captions for video