Why ADA Compliance is Crucial for Your Website

If you run an eCommerce business, there’s a good chance you’ve put serious thought into your website’s design, product pages, and user experience. But one area that often gets overlooked — and can come back to hurt your brand — is accessibility. ADA compliance ensures your website is usable for people with disabilities. That includes users who rely on screen readers, need proper contrast for readability, or navigate entirely by keyboard. And while that may seem like a technical detail, the reality is: accessibility is a legal, ethical, and business-critical issue.

Many eCommerce companies don’t realize that failing to meet digital accessibility standards can expose them to lawsuits — or that even small oversights like missing image descriptions or poorly structured menus create major barriers for real users. These aren’t edge cases — they’re real shoppers engaging with your brand and buying your products. What’s more, inaccessible design choices quietly damage your conversion rates, reputation, and SEO — even if you’ve never thought twice about them.

In this blog, we’re going to break down what ADA compliance really means for eCommerce, the core principles behind accessible design, the legal implications of ignoring it, and what you can do today to make your site more inclusive — and future-proof your business in the process.

What is ADA Compliance?

The Americans with Disabilities Act (ADA), signed into law in 1990, aims to prevent discrimination — and as digital platforms have become essential to how we live and shop, its reach has expanded. Today, courts increasingly interpret the ADA to apply to eCommerce websites operated by public-facing businesses, state and local governments, or any organization offering goods and services online. Under Title III of the ADA, your website must provide equal access to all users, regardless of ability.

To help businesses meet these expectations, the Web Content Accessibility Guidelines (WCAG) outline how to present and structure content so it’s perceivable, operable, understandable, and robust across assistive technologies. Most accessibility experts recognize WCAG 2.1 Level AA as the baseline for ADA compliance in web environments.

We cover more in our guide to website accessibility best practices, but the takeaway is simple: ADA compliance means making your site usable for everyone — including millions of users who would otherwise be excluded from your store.

The Four Key Principles of ADA-Compliant Websites

The WCAG framework is built around four core principles — Perceivable, Operable, Understandable, and Robust (POUR). These aren’t abstract ideas; they directly affect how real people experience your website.

• Perceivable means users must be able to perceive your content. That includes using alt text for images, captions for videos, and ensuring text is readable without relying solely on color or visuals.

Long Island Watches Alt Text Example

• Operable means the site must function for people who navigate using a keyboard or assistive device. If your menus or product filters don’t support keyboard input, users can’t access your site.
• Understandable means your website should be easy to follow. Forms should be clearly labeled, instructions should be concise, and navigation should be consistent across pages.
• Robust means your website should be compatible with a variety of technologies, including current and future assistive tools. Clean code and semantic HTML help screen readers and other devices interpret your content accurately.

Ignoring these principles doesn’t just inconvenience users — it prevents them from engaging with your brand or making a purchase.

Why ADA Compliance Matters for eCommerce Businesses

Ignoring accessibility isn’t just risky — it’s costly. In recent years, ADA Title III lawsuits have surged as courts hold businesses accountable for inaccessible websites. Major brands have faced legal action, and eCommerce companies — large or small — are not immune.

But beyond legal exposure, there’s your reputation. Shoppers increasingly expect brands to be inclusive. Building an accessible store shows that you value all your customers and helps foster long-term customer loyalty and trust in your eCommerce store.

More than 60 million Americans live with a disability and regularly encounter barriers when shopping online. If your site doesn’t account for accessibility — especially in light of local regulations — you’re leaving revenue on the table.

Prioritizing ADA compliance and accessibility isn’t just the right thing — it boosts your business. Accessible websites tend to perform better in search thanks to SEO-aligned practices like alt text, heading structure, and clean navigation.

Common ADA Compliance Mistakes eCommerce Sites Make

A lot of accessibility issues are both common and easy to fix — but businesses overlook them because they don’t realize they’re causing problems.

• Missing alt text on product images prevents screen reader users from understanding what you’re selling. These users have to guess what’s in their cart.
• Poor color contrast makes it difficult for low-vision users to read text or interact with buttons, especially on mobile.
• Inaccessible forms — such as missing field labels or vague error messages — stop users from completing purchases.
• Pop-ups that aren’t screen reader-friendly disrupt the experience and create barriers at key moments in the buyer journey.

These issues define how shoppers experience your store. When they stack up, you lose trust — and revenue.

How to Ensure Your Website is ADA-Compliant

You don’t check off ADA compliance once and forget it — it’s an ongoing part of responsible web design. But it doesn’t have to be overwhelming. Start with these practical steps:

• Run an accessibility audit using tools like WAVE, Axe, or Lighthouse to identify major issues.
• Work with web developers who understand WCAG guidelines and can implement clean, accessible code.
• Train your team — from content creators to web designers — so everyone understands what accessibility means and why it matters.
• Publish an accessibility statement on your site that explains your commitment and includes contact info so users can report issues.

Conclusion: Accessibility is the Future of eCommerce

ADA compliance isn’t just a legal requirement — it reflects a forward-thinking, inclusive brand. Accessible design improves the online shopping experience for everyone, not just those with disabilities. It reduces friction, builds trust, and unlocks a wider customer base.

You can future-proof your eCommerce strategy by building in accessibility from the start — whether you’re launching a new site or improving an existing one.

At MAKDigital, we specialize in building accessible eCommerce experiences that meet WCAG standards and ADA website compliance guidelines. Our professional accessibility audit service identifies compliance gaps, usability issues, and opportunities to enhance your site’s performance. Then, we work with you to implement practical, long-term solutions. Let’s future-proof your website — and open the door to more customers.