An accessible online shop is designed so that everyone can search for products, select them and complete purchases, regardless of whether they have visual impairments, motor limitations or cognitive disabilities.

Accessibility affects the entire purchase journey:

• Navigation: Categories and menus must be logically structured and fully operable without a mouse. For example, using only a keyboard.

• Search: Search functions and product filters must not rely purely on visual interaction. Screen readers must be able to detect and interpret available options.

• Product pages: Product images require alternative text so screen readers can describe what is shown. Prices, variants and information must be clearly visible and logically structured.

• Checkout: Forms, address fields and payment options should be clearly labeled. Error messages must clearly explain which input is missing or needs to be corrected.

Many online shops are initially designed from a design or marketing perspective. Accessibility is often considered later, or not planned at all.

Typical challenges include:

• Complex shop interfaces: Filters, product variants or dynamic shopping carts are technically complex and not always implemented accessibly.

• Strong focus on visual design: Animations, unconventional navigation elements or purely visual controls can quickly become barriers for people who rely on keyboard navigation or screen readers.

• External tools and integrations: Many shops integrate additional services such as payment providers, live chat or cookie banners. These components are not always fully accessible.

• Underestimated user groups: Accessibility is often associated only with severe disabilities. In reality, far more people benefit from accessible design than many shop operators assume.

Digital accessibility benefits far more people than is often expected. These include, for example:

• People with visual impairments: They use screen readers or highly magnified displays and rely on clear structures.

• People with motor impairments: They often navigate exclusively with a keyboard or specialised input devices.

• People with cognitive impairments: Complex forms, unclear error messages or confusing processes can quickly lead to abandoned purchases.

• Older users: With age, visual acuity, contrast perception and fine motor skills often decline.

• Situational limitations

• Even people without permanent impairments benefit. For example, when shopping on a smartphone in bright sunlight, when using only one hand, or when dealing with a slow internet connection.

The first step is usually a systematic analysis of existing barriers.

A typical process includes:

• Accessibility audit: Analysis of the website based on WCAG criteria.

• Prioritisation of barriers: Critical issues, especially in the checkout, are addressed first.

• Technical adjustments: Improvements to code, structure and interaction elements.

• Testing and quality assurance: Verification through automated tools and manual testing.

Accessibility is not a one-time project, but an ongoing process.

Unfortunately, no. These systems provide a solid technical foundation, but accessibility ultimately depends on how they are implemented and customised.

The following factors influence accessibility:

• The chosen theme (design template): Many themes are optimised for visual appeal but neglect keyboard operability or color contrast.

• Plugins and apps': Every extension such as review tools, chat widgets or pop-ups can introduce new accessibility barriers if it is not developed accessibly.

• Your content: The system cannot automatically write alternative text for images or ensure that content is written in clear, understandable language.

• The checkout: The shopping cart and checkout process can often only be customised to a limited extent. This makes it essential to verify that the chosen system complies with legal requirements such as the EAA.