You never know who your inaccessible store affects.
A while ago, I was checking a merchant's website for a reported issue. Their site had a welcome banner with flashing lights. As someone who is epileptic and sensitive to flashing lights, this was a real problem for me. And I'm a developer, not a customer trying to complete a purchase.
Accessibility isn't a checklist. It's about ensuring everyone can engage with your site safely and comfortably.
A while back I gave a talk on making WooCommerce accessible. This post expands on that talk with actionable steps you can implement today.
Why Accessibility in E-Commerce Matters
Inaccessible websites create real barriers. Users with disabilities can struggle with navigation, form completion, and ultimately abandon a purchase entirely. Accessible design isn't just a legal requirement in many regions. It's an opportunity to reach more customers and create a smoother experience for everyone.
1. Start With an Accessibility-Ready Theme
Your theme is your foundation. Starting with one built for accessibility means fewer fixes later.
How to find one:
- Go to your WordPress dashboard
- Navigate to Appearance > Themes > Add New > Feature Filter
- Select Accessibility Ready and E-commerce, then apply
- Recommended: Storefront, a WooCommerce-friendly theme optimised for accessibility
Once installed, test it with:
- WAVE checks structural issues and colour contrast
- Equalize Digital Accessibility Checker tests directly in your WordPress dashboard
- NVDA or VoiceOver lets you experience your site the way assistive technology users do
2. Structure Your Headings Properly
Headings guide screen reader users through your page. A broken heading structure is one of the most common accessibility failures on WooCommerce stores.
Best practice:
- One
H1per page (usually the page title) -
H2for main sections,H3for subsections - Never skip levels. Don't jump from
H1toH3
Example for a product page:
H1: Product Title
H2: Product Description
H3: Product Specifications
3. Write Descriptive Link Text
Vague link text like "Click here" or "Learn more" tells screen reader users nothing.
Instead:
- ❌ "Click here"
- ✅ "Learn more about our accessible designs"
- ✅ "View product details for Coral V-neck T-shirt"
4. Optimise for Keyboard Navigation
Not everyone uses a mouse. All interactive elements including buttons, forms, and modals must be accessible via the Tab key.
Quick test: Navigate your entire store using only Tab and Shift+Tab. Can you add a product to cart and complete checkout without touching your mouse?
Implementation tip:
<!-- Make custom elements keyboard accessible -->
<button tabindex="0">Add to Cart</button>
5. Add ARIA Labels to Icons and Controls
Icons without visible text are invisible to screen readers without ARIA labels.
<a href="/cart" aria-label="Shopping Cart">
<i class="icon-cart"></i>
</a>
Apply the same to social media icons, wishlist buttons, and any custom controls.
6. Write Meaningful Alt Text for Images
Every product image needs alt text that describes its purpose, not just the object.
- ❌ "T-shirt"
- ✅ "Coral-coloured V-neck T-shirt made from soft fabric, ideal for casual wear"
For purely decorative images, use an empty attribute so screen readers skip them:
<img src="divider.png" alt="">
7. Simplify Your Checkout Forms
Checkout is where accessibility failures cost you sales. Every field should be clearly labelled and logically grouped.
Best practices:
- Label every field explicitly — don't rely on placeholder text alone
- Group related fields under clear headings like "Billing Information" and "Shipping Information"
- Remove unnecessary fields. Fewer fields means less friction for everyone
8. Choose an Accessible Payment Gateway
Your payment gateway needs to be as accessible as the rest of your store.
What to look for:
- Full keyboard navigation support through the entire payment flow
- Clear field labels, not just placeholder text that disappears on focus
- Accessible error messages using ARIA live regions
- Audio CAPTCHA alternatives if CAPTCHA is required
PayPal and Stripe are generally strong here. Whatever gateway you use, test it with a screen reader before going live.
9. Avoid JavaScript Traps
Modals and pop-ups are common sources of keyboard traps — where users get stuck and can't navigate out.
Quick checklist:
- Can modals be closed with the
Esckey? - Can users tab through modal content and return to the main page?
- Is there a visible close button?
10. Keep Layout and Navigation Consistent
Predictable layouts reduce cognitive load, especially for users with cognitive disabilities.
- Keep your navigation bar in the same position on every page
- Use consistent button styles and placement for key actions like "Add to Cart"
11. Test Regularly
Accessibility breaks with updates. Build testing into your workflow.
Recommended tools:
- WAVE for structural and contrast issues
- Axe for browser-based testing
- Equalize Digital Accessibility Checker for WordPress dashboard testing
- NVDA is a free screen reader for Windows
- VoiceOver is a built-in screen reader on macOS and iOS
Accessibility is an Ongoing Commitment
Making your WooCommerce store accessible benefits everyone. Better navigation, improved SEO, and a wider customer base. More importantly, it ensures that no one hits a barrier trying to complete a purchase on your store.
Simple design choices can make a world of difference. Accessibility isn't just about meeting standards. It's about respecting your customers.
Femi is a Technical Support Engineer and community organiser based in South Africa, with 9+ years in the WordPress and WooCommerce ecosystem. He recently spoke at DevConf 2026 on the State of Digital Accessibility in Africa.
Tags: #wordpress #woocommerce #accessibility #webdev
