
In the age of digitalisation, e-commerce has become an indispensable part of global trade. But while technology is making rapid progress, one crucial aspect often goes unnoticed: digital accessibility. It is not only a legal requirement, but also an ethical imperative and a strategic advantage. Over one billion people worldwide live with some form of disability, and there is a growing elderly population that also has specific needs. Companies that neglect these groups are not only missing out on the opportunity to attract a larger customer base, but are also risking their reputation and competitiveness.
This article expands on previous approaches and offers in-depth insights into how you can make your Shopware product pages accessible. The aim is not only to fulfil legal requirements, but also to exploit the full potential of an inclusive online presence. We look at both technical and design aspects and show how accessibility can become a driver for innovation and business success.
1. Alt texts and picture descriptions: The key to inclusive visual language
More than just texts for screen readers
Alt texts are short descriptions that convey the content of images for people with visual impairments. They are a key element of web accessibility and also have a positive impact on search engine optimisation (SEO). However, according to a study by WebAIM, only around 45% of the world's most visited websites consistently use alt text. This is not only a barrier for people with visual impairments, but also a missed opportunity to increase website visibility.
Practical application in Shopware
Shopware offers a user-friendly media manager in which you can easily add alt texts. Here are some examples of effective alt texts:
- Simple: "Product image of a mobile phone"
- Better: "Black smartphone with 6.5-inch display, triple camera and 128 GB memory"
Advanced tips for alt texts
- Use of keywords: Incorporate relevant keywords into your alt texts to improve both accessibility and SEO. However, make sure that the texts remain natural and readable.
- Add situation descriptions: Describe not only the product, but also its application. For example: "Elegant red leather shoes, ideal for formal occasions such as weddings or business events."
- Automation with AI: Use technologies such as Microsoft Azure or Google Vision AI to generate initial suggestions for alt texts. However, these should always be checked and adapted by a human to ensure the best possible quality.
2. Colours and contrasts: aesthetics meets functionality
Why colours are so important
Colours not only influence aesthetic perception, but also the readability and usability of a website. People with colour vision deficiency or visual impairments cannot recognise or distinguish between certain colour combinations. As around 8% of men and 0.5% of women worldwide have a form of colour blindness, the right choice of colour is crucial for accessibility.
Scientific facts about colour design
- Contrast ratio: A high contrast ratio between text and background is essential for readability. The Web Content Accessibility Guidelines (WCAG) recommend a minimum contrast ratio of 4.5:1 for normal text and 7:1 for large text.
- Red-green issues: As red-green visual impairment is the most common, critical information should not be conveyed exclusively using these colours. Alternative colour combinations such as blue-orange can help here.
- Avoid certain colour combinations: Yellow lettering on a white background or vice versa is difficult to read. Such combinations should be avoided.
Innovative approaches for colour accessibility
- Heatmaps for usability tests: Tools such as Crazy Egg or Hotjar help to analyse user behaviour and identify potential problems in colour design.
- Augmented reality simulations: With applications such as "Coblis" or "Color Oracle", designers can simulate how people with colour vision deficiency perceive the website. This enables targeted adjustments to be made in the design process.
3. Structured product descriptions: Comprehensibility as a sales driver
Psychological effect of structure
A well-structured product description not only improves accessibility, but also promotes the purchase decision. Studies show that users grasp content with a clear structure up to 30 % faster. In addition, bullet points increase readability and absorption capacity by up to 47%. Simple and clear language is particularly important for people with learning difficulties or cognitive impairments.
Advanced best practices
- Incorporate links: Internal links to related products or categories improve navigation and can capitalise on cross-selling potential.
- Make sense of longer texts: For detailed product descriptions, use subheadings, paragraphs and visual elements such as images or icons to increase readability.
- Highlight personalisation options: If products are customisable, this should be clearly communicated. Use clear instructions and perhaps even interactive elements to demonstrate the customisation options.
4. Intuitive navigation: the path to seamless user experiences
User-centred navigation
Intuitive navigation is the backbone of any successful website. According to the Baymard Institute, 67% of users leave a website if they cannot find the information they are looking for quickly. Accessible navigation is therefore not only important for people with disabilities, but also improves the user experience for all visitors.
Advanced strategies
- Contextual navigation: Adapt the menus dynamically to the user's current context. If someone is in the "women's clothing" category, related subcategories such as "dresses", "blouses" or "accessories" could be displayed prominently.
- Optimise interactive elements: Make sure that all interactive elements such as drop-down menus, accordions or sliders can also be operated using the keyboard. Use visible focus states to make navigation easier.
- Accessible search filters: Offer advanced filter options that allow users to sort products according to specific criteria, such as "easy-to-read displays" or "suitable for left-handers".
5. Keyboard operability and screen readers: maximum digital accessibility
Background knowledge
For people with motor impairments, the keyboard is often the most important input device. Around 1% of the world's population relies on alternative input methods. It is therefore crucial that all website functions are also accessible without a mouse.
Innovative solutions
- Live region updates with ARIA: By using ARIA live regions, dynamic content can be updated for screen reader users in real time. This is particularly useful for loading bars, pop-ups or interactive forms.
- Drag-and-drop alternatives: In addition to drag-and-drop functions, offer alternatives such as drop-down lists or buttons to perform the same action.
- Extended tests: Test your website with various screen reader programmes such as NVDA, JAWS and mobile assistants such as VoiceOver or TalkBack. Pay attention to the correct order of the content and the comprehensibility of the texts read aloud.
6. Mobile accessibility: The mobile market is booming
The importance of mobile optimisation
With the increasing use of mobile devices in e-commerce, mobile accessibility is becoming more and more important. Already 60% of all online purchases are made via smartphones or tablets. A non-optimised mobile experience can therefore lead to significant sales losses.
Tips for mobile accessibility
- Integrate voice commands: Make sure your website is compatible with voice assistants such as Siri, Google Assistant or Alexa. This makes navigation easier for users with motor impairments or visual impairments.
- Reduce gesture recognition: Complex gestures such as pinch-to-zoom or swipe should not be the only ways to use functions. Offer alternative operating methods.
- Minimise scroll length: Long scroll lengths can be tiring for many users. Use functions such as "Back to top" buttons or a fixed navigation bar to make operation easier.
7. Accessible customer service: more than just a contact form
Growing demands on support
Today's customers expect a service that caters to their individual needs. A study by Microsoft found that 56% of consumers favour companies that offer inclusive customer service. This includes not only accessibility, but also the quality and accessibility of the information provided.
New paths in customer service
- Inclusion in AI interaction: Develop chatbots that use simple language and can respond flexibly to different questions. Use machine learning to continuously improve the bot.
- Live transcription for phone calls: Implement services that convert spoken words into text in real time. This is particularly helpful for people with hearing impairments.
- Video support: Offer the option of video chats in which customer advisors can provide visual assistance. This can be supported by sign language interpreters or by sharing the screen.
Conclusion: Accessibility is a competitive advantage
Accessibility in e-commerce is not a nice-to-have, but a must-have. Not only does it provide access to an often overlooked customer group, but it also improves the user experience for all visitors to your website. By implementing the above strategies, you can increase customer satisfaction, strengthen brand loyalty and ultimately increase your sales.
Investing in accessibility pays off in many ways. They promote innovation by encouraging you to look at your products and services from new perspectives. They strengthen your brand image by showing that you take social responsibility. And they give you a clear competitive advantage in an increasingly saturated market.
Start making your Shopware product pages accessible today. Utilise the available tools and resources, train your team accordingly and focus on continuous improvement. This will not only create added value for your customers, but also position you for long-term success in e-commerce.