Digital accessibility for e-commerce
E-commerce accessibility that protects conversion, reach and customer experience
Remove accessibility barriers across search, product pages, cart and checkout. Wawsome helps you identify, remediate and continuously monitor accessibility issues while making your online store easier to use for more customers.
- AI alt text for product images
- No rebuild of your store or checkout
1.3 billion
people worldwide live with disabilities.
Source: The Valuable 500, Valuable Truth 2022
$13+ trillion
in annual disposable income is controlled by people with disabilities together with their friends and families.
Source: The Valuable 500, Valuable Truth 2022
Only 4%
of companies are actively designing products for people with disabilities.
Source: The Valuable 500, Valuable Truth 2022
You optimize every step of your funnel. But can every customer complete it?
You invest in paid traffic, SEO, CRO, product pages and checkout optimization. Yet accessibility barriers can still stop customers at exactly the moments where purchase intent should become revenue.
Paid and organic traffic
Where customers get stuck
A visitor arrives from an ad or a search, but the landing page doesn't work with a keyboard or a screen reader.
How Wawsome helps
The widget adds keyboard navigation and screen-reader support. The scanner shows which entry pages have issues.
Navigation
Where customers get stuck
Menus that only open on hover, or that a screen reader can't announce.
How Wawsome helps
Keyboard-only navigation and AI-assisted ARIA improvements make menus easier to reach. Structural issues go on your developers' list.
Search and filters
Where customers get stuck
Filters, sorting and selectors that can't be reached or understood without a mouse.
How Wawsome helps
The scanner flags missing labels and roles by severity, so your team knows what to fix first.
Product page
Where customers get stuck
Product images without alternative text and product details without a clear structure.
How Wawsome helps
AI suggests image descriptions you can review and edit. Heading and structure issues come with fix guidance.
Cart
Where customers get stuck
Quantity controls, voucher fields and remove buttons that are hard to use or have no accessible name.
How Wawsome helps
Widget settings for text size, spacing and contrast make controls easier to use. The scanner lists controls without accessible names.
Checkout
Where customers get stuck
Forms with unclear labels, address fields that are hard to fill in and CAPTCHAs that block some users.
How Wawsome helps
Form issues are flagged in plain language, so developers can fix them at the source.
Payment
Where customers get stuck
Error messages and payment validation that screen readers don't announce.
How Wawsome helps
Recurring scans catch new issues after checkout or template changes, before they pile up.
Protect the full e-commerce journey, not just individual pages.
Eight risks e-commerce teams face, each with how Wawsome responds and the KPI it touches.
Compliance and litigation
E-commerce flows fall directly within the scope of the European Accessibility Act (EAA). Limited evidence of compliance, no accessibility statement and no remediation process can increase exposure to complaints, inspections and national sanctions, as well as reputational risk.
How Wawsome helps
Auditing and recurring monitoring identify issues against WCAG criteria, while the Accessibility Statement and progress history provide useful documentation for governance and audit.
- Compliance evidence
User experience
Inaccessible menus, filters, selectors, forms, CAPTCHAs, error messages or checkout flows can make it impossible to complete a purchase for customers who rely on a keyboard, screen reader or adapted visual settings.
How Wawsome helps
The Widget and AI-assisted remediation improve keyboard use, screen-reader compatibility, contrast, text sizing and other accessibility needs without requiring a complete rebuild.
- Task completion
Direct customer loss
If a customer cannot select a product, apply a voucher, enter an address or pay, purchase intent can turn into abandonment and migration to a competitor.
How Wawsome helps
We recommend starting with the pages and components that have commercial impact: navigation, search, product pages, cart, checkout, authentication and payments.
- Checkout abandonment
Business growth
An inaccessible website limits the addressable audience and can reduce the effectiveness of expansion into EU markets where compliance and inclusion expectations are higher.
How Wawsome helps
JS or GTM implementation and multi-language support enable faster rollout across multiple storefronts and countries.
- Addressable audience
Margin and acquisition cost
Media spend can bring traffic that the digital experience fails to convert. The result can be higher effective CAC and lower campaign return.
How Wawsome helps
Reducing barriers on entry and conversion pages increases the likelihood that paid traffic can move through the full funnel.
- CAC efficiency
- Campaign return
SEO and discoverability
Poor heading structure, missing alternative text and inconsistent semantic markup can affect accessibility and search engines' ability to correctly understand content.
How Wawsome helps
Continuous monitoring flags new issues after content or template changes before they accumulate.
- Organic traffic
Brand image and reputation
A brand that invests in customer centricity but unintentionally excludes some users can create a gap between the brand promise and the actual experience.
How Wawsome helps
The Accessibility Statement, reports and measurable progress allow marketing and management to communicate a structured approach rather than a generic promise.
- Brand trust
Operational risk
Promotions, product launches, template changes and daily updates can reintroduce accessibility issues even after an initial remediation.
How Wawsome helps
Wawsome automates a significant part of detection and remediation, while remaining structural issues are prioritized for developers.
- Regression rate
See the difference on a checkout
Turn on a few widget settings and watch this sample checkout change. It's a small preview of what the Wawsome widget lets your customers do on your store.
Try it on this checkout
Checkout
1 x Linen shirt, size M. Total: 39 EUR.
Standard delivery in 2 to 4 working days. Free returns within 30 days.
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One platform. Every angle covered.
Automatic fixes
AI scans and patches selected issues such as missing image descriptions, broken ARIA and navigation structure.
Ongoing tracking
Your site is checked continuously, with accessibility score, issue trends and full history available in one place.
Easy setup
Deploy through one JS line or a GTM tag. No server access and no codebase changes are required.
Accessibility Statement
An individual Accessibility Statement, mapped in Wawsome documentation to the EAA, WCAG 2.1 AA, EN 301 549 and national laws.
Accessibility Widget
Predefined accessibility profiles, controls for text size, spacing, typeface, contrast and color scheme, keyboard-only navigation, screen-reader support, AI-assisted ALT and ARIA improvements, brand configuration and multi-language support.
Accessibility Scanner
WCAG 2.1 and 2.2 AA checks, prioritized plain-language reporting, Low, Medium and High severity, visibility across WCAG A, AA and AAA and an overall risk score.
- WCAG 2.1 and 2.2 AA
- EN 301 549
- European Accessibility Act
Continuous monitoring
Recurring scans check changes, alerts highlight areas that need attention and reports provide step-by-step remediation guidance.
A release goes live
A promotion, a new product or a template change.
A recurring scan checks it
Wawsome scans your pages again on schedule.
An alert flags what changed
New issues are highlighted by severity.
Your team fixes it
Reports give step-by-step guidance.
Not just another overlay
Wawsome is built around live-page fixes, continuous monitoring, Accessibility Statement documentation, screen-reader compatibility and ongoing updates, rather than a purely visual overlay.
A purely visual overlay
- Visual adjustments such as text size and colors
- No view of the issues still on your site
- No documentation for governance or audit
- Set up once, not checked again after changes
Wawsome
- Visitor settings, plus live-page fixes for selected issues such as ALT text, ARIA and structure
- Scanner with severity, risk score and remediation guidance
- Accessibility Statement, reports and progress history
- Continuous monitoring and ongoing updates
Accessibility that supports the metrics your e-commerce team already manages.
Conversion
Fewer barriers in the funnel and more users able to complete a purchase.
- Conversion rate
- Checkout abandonment
Reach
Access to a broader audience, including people with disabilities, older users and people with temporary or situational limitations.
- Reach
- Repeat purchase
Efficiency
Less manual effort for repetitive audits and a clearer priority list for technical teams.
- Manual audit effort
SEO and UX
Structural improvements can simultaneously support crawlability, content clarity and user experience.
- Organic traffic
Brand
Concrete evidence that the customer-centricity promise includes accessibility.
- Repeat purchase
- Brand trust
Risk management
Continuous monitoring and a history of progress instead of a point-in-time assessment that becomes outdated after the next release.
- Issue trend
- Progress history
KPIs accessibility can influence
- Conversion rate
- Checkout abandonment
- CAC efficiency
- Organic traffic
- Repeat purchase
- Customer support contacts
Trusted by Leaders and Industry Innovators
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See where accessibility barriers exist in your own e‑commerce funnel.
Start with your website, not with a generic presentation. Identify where accessibility issues may affect navigation, product discovery, cart and checkout, then understand which problems deserve priority.
People with disabilities are a major consumer segment. Most businesses still underserve it.
The Valuable 500 highlights approximately 1.3 billion people living with disabilities worldwide. Its Valuable Truth report also shows a gap between what companies say and what they understand.
69%
of surveyed companies featured people with disabilities in communications or marketing
Fewer than half
were clear on the needs of disabled consumers
Source: The Valuable 500, Valuable Truth 2022
The opportunity is not only to communicate inclusion. It is to build an experience more customers can actually use.
E-commerce accessibility FAQ
What is e-commerce accessibility?
E-commerce accessibility means reducing digital barriers that can prevent people with different visual, motor, cognitive or other accessibility needs from navigating a store, finding products and completing actions such as cart and checkout.
Why is accessibility important for e-commerce conversion?
Accessibility barriers can appear in high-intent stages including search, filtering, product pages, cart, checkout and payment. If customers cannot complete those interactions, purchase intent can become abandonment.
Which e-commerce pages should be prioritized?
We recommend starting with navigation, search, product pages, cart, checkout, authentication and payment, because these areas have direct commercial impact.
What does the Wawsome Accessibility Widget do?
The Widget includes accessibility profiles and controls for text size, spacing, typography, contrast and colors, as well as keyboard and screen-reader support and AI-assisted ALT and ARIA improvements.
What does the Wawsome Scanner do?
The Scanner checks accessibility criteria, classifies detected issues by severity and gives teams a prioritized view of areas that require remediation.
Why does an e-commerce website need continuous monitoring?
Promotions, new products, template changes and routine updates can introduce new accessibility issues after an initial remediation. Continuous monitoring helps detect these regressions.
Does Wawsome require rebuilding the website?
No. Wawsome can be implemented through a JS tag or GTM and works without server-side codebase changes.
Can accessibility support SEO?
Some accessibility improvements overlap with SEO fundamentals. Headings, alternative text and semantic markup matter for accessibility and for how well search engines understand your content.
What KPIs can accessibility influence in e-commerce?
Conversion rate, checkout abandonment, CAC efficiency, organic traffic, repeat purchase and customer support contacts.
How large is the disability consumer market?
The Valuable 500 uses a figure of approximately 1.3 billion people with disabilities globally. Its Valuable Truth report also cites estimates of 1.85 billion people and more than $13 trillion in annual disposable income when friends and families are included.
Make accessibility part of your e‑commerce growth system.
You already monitor traffic, conversion, checkout abandonment, CAC and organic performance. Add accessibility to the same measurement discipline and identify the barriers that may be preventing customers from completing the journey.
- Accessibility Widget
- Scanner
- Continuous Monitoring
- AI alt text for product images
- Accessibility Statement
- Multi-language support