Making Magento E-Commerce Stores ADA Compliant: A Guide To Adobe Commerce Accessibility

Level Up Magento / Adobe Commerce For ADA-Compliant E-Commerce Experiences

In e-commerce, web accessibility is now an acknowledged necessity, both for legal reasons, and to reach a wider potential customer base by setting up a digital environment where more users can navigate and shop. For Magento stores, achieving compliance with the Americans with Disabilities Act (ADA) guidelines is a key step towards creating an inclusive shopping experience. This article will explore methods store owners and admins can implement to make their Magento stores ADA compliant, addressing accessibility concerns, preventing potential lawsuits, and creating a welcoming online shopping environment for all customers.

While many store owners and back-end developers as well as front-end developers and designers are familiar with Magento as a leading e-commerce platform, it’s important to note that Magento is now known as Adobe Commerce, a switch officially announced in April of 2021 following a $1.68 billion dollar acquisition in 2018, incorporating Magento (Adobe Commerce) into the Adobe design giant’s Experience Cloud.

How Does The ADA Apply To My Magento Or Adobe Commerce Store?

The Americans with Disabilities Act (ADA) is a landmark civil rights law enacted in 1990. The ADA aims to provide equal opportunities and access to people with disabilities, demanding that they receive the same rights and privileges as everyone else. It was designed to prevent discrimination against individuals with disabilities in all areas of public life, including jobs, schools, transportation, and all public and private places open to the general public. One of the key problems it addresses is the lack of accessibility in various environments, a category originally intended to refer to physical buildings or areas, but which has grown to include digital spaces like websites and online services.

The ADA’s Title III ruling is now interpreted by the courts to require that all electronic, digital and web services offered to the public must be accessible, and retail (or e-tail) is very much included in this category. For e-commerce stores on the Magento Adobe Commerce platform, this means incorporating features that comply with ADA guidelines, so that all customers, regardless of ability, can easily find products, add them to carts, and complete purchases. This creates a more inclusive shopping experience and expands the potential customer base for Magento e-commerce businesses. It also improves and smoothes usability for all site visitors, increasing sales and customer loyalty.

Where Does The WCAG Fit In?

Web accessibility refers to websites and online applications designed to be readily navigated and used by everyone, including people with disabilities. It’s a basic idea that you’re surely already familiar with: everyone deserves equal access to services and information online. Web and digital accessibility are now the law in the U.S. and many other countries around the world.

The Web Content Accessibility Guidelines (WCAG) provide a set of independently formed recommendations for making web content more accessible, which align with the ADA's requirements for equal access to digital services. The ADA and other, similar laws use the WCAG standards as a technical basis for web accessibility specifications. In short, if your website is up to WCAG standards, it will also be compliant with the ADA, as well as other U.S. and global laws. WCAG technicalities are complex, but there is a lot of information online that can help in explaining it.

What Happens If Accessibility Is Not Implemented?

Very simply, website inaccessibility is a violation of multiple laws and regulations, including the ADA. If your Magento Adobe Commerce shop isn’t accessible, you’re not only non-compliant with ADA law, you are putting your company at risk of an ADA-based non-compliance lawsuit. You’re also locking out potential customers, as well as their friends and family who may not wish to patronize a store that doesn’t take serving everyone’s needs seriously.

Key Accessibility Features In Magento / Adobe Commerce

Magento / Adobe Commerce offers a range of built-in accessibility features designed to make e-commerce sites usable for everyone. These features address various accessibility concerns experienced by users with disabilities, making the shopping experience more inclusive. They provide a strong foundation for creating ADA-compliant e-commerce stores, helping store owners achieve ADA compliance.

Magento’s Built-In Accessibility Features

• Keyboard Navigation
  Magento / Adobe Commerce's built-in keyboard navigation functionality allows users to navigate the entire website using just a keyboard. This is essential for users who cannot use a mouse or trackpad, such as people with mobility impairments or people with visual disabilities who rely on screen readers. Clear and logical focus indicators show users which elements are currently in focus, so they can move through the site predictably and complete actions without needing a mouse. This compliance measure is necessary to meet the ADA’s guidelines for accessible design.
  
• Screen Reader Support
  Magento / Adobe Commerce is designed to work effectively with screen readers, which are software programs that convert text on a screen into audible speech or Braille output. This is critical for users who are blind or visually impaired. Magento also avoids using inaccessible elements that screen readers cannot interpret correctly. This feature addresses the ADA requirement for accessible digital content, so all users receive the same information.
  
• Semantic HTML
  Magento / Adobe Commerce uses semantic HTML elements, which help assistive technologies effectively interpret and navigate the website. Magento's semantic HTML structure provides context and meaning to screen readers, allowing users relying on screen readers to accurately understand and interact with the content and functionality of the website. Proper use of headings, lists, and landmarks also aids screen readers in providing a coherent structure of the content to users. By organizing content in a logical and readable manner, Magento helps stores align with ADA standards for web content accessibility.
  
• Adjustable Text Size
  Users can easily adjust text sizes throughout the store on Magento / Adobe Commerce websites. This feature is beneficial for individuals with visual impairments who need larger text for better readability. Magento offers users control over their viewing experience with the use of zoom functionality and a font size adjustment mechanism. This adaptability is a key component of ADA compliance, providing a personalized experience that meets diverse user requirements.
  
• Color Contrast
  Magento / Adobe Commerce themes often come with adjustable color contrast settings, helping set up text content that is readable against its background. This is particularly important for users with visual impairments such as color blindness. Meeting contrast ratio guidelines is part of ADA compliance, preventing issues related to readability and usability.
  
• Alt Text for Images
  Magento / Adobe Commerce supports the use of alternative text for images: store owners can add alternative text descriptions (alt text) to images on their e-commerce sites. Screen readers can read alt text descriptions aloud, conveying the meaning of the image to visually impaired users. This practice is essential for meeting ADA requirements for non-text content accessibility.
  
• Form Accessibility
  Magento / Adobe Commerce forms are built with accessibility in mind. Form fields have clear and understandable labels, and error messages are associated with the corresponding form fields, providing clear feedback to users. This is important for users with several types of disability, including users with cognitive disabilities who may require additional guidance when filling out forms. Correctly labeled forms help users with disabilities complete tasks without confusion, addressing the ADA’s requirement, based on WCAG criteria, for accessible forms and interactive elements.
  
• Accessible Menus
  Magento / Adobe Commerce supports the creation of accessible menus that can be navigated easily by screen readers and keyboards. By offering menus that are easy to navigate via assistive technologies, Magento allows all users to access website sections without difficulty, thereby adhering to ADA guidelines.

These built-in Magento / Adobe Commerce accessibility features provide a solid foundation for ADA compliance based on WCAG standards. However, it's important to note that Magento stores may require additional adjustments to fully meet ADA requirements. This may involve using accessibility extensions or custom development work to address specific accessibility needs.

Customizing Magento / Adobe Commerce for Better Accessibility

Magento / Adobe Commerce themes and templates offer some room for customization to improve accessibility for e-commerce stores. Strategic, thoughtful adjustments and the use of specialized tools can help create a more inclusive shopping experience. Here are some overall methods and practical tips to consider:

Ground-Level Accessibility Techniques

Start by implementing these foundational suggestions:

1. Write Simply
   For all text content, try to limit slang and technical jargon. Use words that are clear and direct, and don’t use run-on sentences or overly elaborate language. This works best for all users, but is most important for users with a variety of disabilities. It’s also helpful for your international customers, or those who may be shopping locally, but who aren’t native speakers.
   
2. Optimize Color Contrast
   Verify that your color choices offer adequate color contrast between text and background elements. Poor contrast can make text difficult to read for users with visual impairments. Don’t use colors that may look aesthetically pleasing but are visually hard to look at or read. Tools like WebAIM's WCAG Contrast Checker can help assess color contrast ratios.
   
3. Implement Responsive Design
   This will improve usability, readability, and accessibility across multiple devices, including compatibility with screen readers and other assistive technologies that may interact differently with mobile interfaces.
   
4. Improve Navigation Structure
   Creating a clear and consistent navigation structure helps users find information quickly and efficiently. This involves organizing menus logically and providing clear headings and subheadings. Employ a logical hierarchy of headings (H1, H2, H3, etc.) to structure content and improve navigation for users who rely on screen readers. Screen readers often jump from heading to heading, and a clear structure aids comprehension. Consistent and logical navigation structure is important for all users, especially for those with visual or cognitive disabilities.

Next-Stage Customization Tips: Advancing Accessibility

Keep your e-commerce shop accessibility goals moving forward with these methods:

1. Label Interactive Elements
   For interactive elements like buttons and links, make sure they have clear and descriptive labels. This provides context for all users, and is critical for screen reader users and users with cognitive disabilities.
   
2. Add ARIA Attributes
   Implementing ARIA (Accessible Rich Internet Applications) attributes also smoothes the interaction between web content and assistive technologies. For example, using aria-label and aria-describedby attributes can provide additional context that’s useful to users navigating with screen readers. While not a replacement for proper HTML structure, ARIA attributes can improve the way screen readers interpret complex elements.
   
3. Simplify Forms
   Make sure that forms are easy to navigate and fill out. Use clear labels, group related fields together, and provide helpful error messages.
   
4. Write Descriptive Alt Text
   For all images, include descriptive alternative text. This helps users relying on screen readers understand the content and purpose of images. Do note that alternative text description options may be included, but they may be left entirely blank, or they may be filled in with image file names that are generally useless in providing image information (e.g., product767565.png). In a best-case scenario you may find that an image description has been automatically added, but it may not accurately reflect the image’s content or meaning (e.g., “Sports Shoe” rather than “Hoka Clifton 9 Solar Flare / Sherbet Orange, new lighter running and walking shoe”). Your customization here may take some time and effort, but looking through your site’s images and labeling them correctly will take your site’s accessibility up several notches.
   
5. Initial Testing
   When your store or your templates are ready, test your Magento / Adobe Commerce store's theme with just a keyboard to identify any areas where navigation becomes difficult. This helps pinpoint areas where focus indicators or keyboard functionality may require improvement. Then, use testing tools and a screen reader to walk through your user journey. Bear in mind that your own testing is an early step and not a final test, because it will most probably not find all the obstacles that people with disabilities may encounter.
   
6. Real User Testing
   Conduct usability testing with real people who have disabilities, to identify and address accessibility barriers. This provides valuable insights that automated testing tools might miss. You can request this type of testing from people within your organization, from friends who have a disability, or from outside experts. Remember that you should be paying anyone performing this type of testing, even if they are doing it “as a favor”.
   
7. Accessibility Evaluation
   If you are able to budget for it, a full professional evaluation of your site’s accessibility is a smart move. Sometimes known as an accessibility audit, this process usually involves what’s called manual testing, where accessibility professionals use various testing tools and techniques to assess whether your site meets accessibility standards according to the WCAG’s success criteria, which will also determine whether your site passes ADA compliance requirements.
   
8. Accessibility Testing & Monitoring
   If you’re sufficiently comfortable with the more advanced accessibility testing tools, or if you have access to more user-friendly accessibility testing and monitoring tools and plug-ins, use these to locate issues that violate accessibility standards. Some of the newer AI-based tools may even automatically address and fix certain issues, crossing them off your to-do list.
   
9. Regular Accessibility Reviews
   Accessibility is an ongoing process. Regularly evaluate your Magento store's accessibility using automated testing tools and manual testing to identify and address any new accessibility concerns. Some automated tools offer scheduled reviews, and a few can provide continuous round-the-clock accessibility monitoring. While automated tools are excellent for identifying many accessibility issues, it’s important to engage real users with disabilities to navigate your site and provide feedback on their experience. And, scheduling a full professional manual accessibility audit on a regular cadence may be required in some cases, and is certainly advisable as a best practice.
   
10. Training & Education
    Make sure your development team is trained in accessibility best practices. Regular workshops or courses can keep everyone updated on the latest standards and techniques for building accessible websites.

By following these and other strategies and utilizing appropriate tools, you can effectively customize Magento / Adobe Commerce for optimal accessibility. This approach helps you create and maintain compliance with ADA guidelines and optimizes your e-commerce store’s overall user experience for all visitors.

Implementing Accessibility Testing in Magento / Commerce

Regular accessibility testing is a critical practice for Magento / Adobe Commerce store owners striving to maintain compliance with ADA regulations. The ADA is a dynamic law, and web accessibility best practices are constantly evolving. New technologies and user needs emerge, and Magento stores may undergo updates or modifications that unintentionally create accessibility barriers. Regular testing helps identify and address these issues proactively, minimizing the risk of non-compliance.

Accessibility Testing Tools & Methods for Magento Stores

Several methods and tools can be used to test and improve the accessibility of Magento / Adobe Commerce stores:

• Automated Testing Tools
  Tools like Lighthouse and WAVE offer automated testing, scanning Magento / Adobe Commerce store pages for common accessibility issues. These and other automated tools provide quick results and can be a valuable starting point for identifying and handling potential accessibility problems.
  
• Browser Extensions
  Lighthouse is a Chrome DevTools extension that audits web pages for performance, accessibility, and other best practices. The WAVE Web Accessibility Evaluation Tool is a free online tool that analyzes web pages for accessibility issues by providing visual feedback about the elements on a page, highlighting errors, alerts, and features that might be problematic for users with disabilities. WAVE also offers browser extensions for quick accessibility checks during the development process. The axe Accessibility Engine is another free tool with a browser extension and API for programmatic accessibility testing. Some of these tools provide detailed reports highlighting accessibility issues and offering recommendations for improvements. 
  
• Plug-Ins & Overlays
  These popular tools, from companies like SiteImprove, SilkTide, Tenon and UserWay, can simplify and speed up accessibility adjustments for users with disabilities. Many of these tools are part of more complex solutions that offer customizable features, and some can also include accessibility testing and monitoring options.
  
• Manual Accessibility Audits
  While automated testing tools are helpful, they cannot identify every accessibility concern. Manual audits conducted by human testers with expertise in web accessibility are essential for a comprehensive evaluation. Manual audits involve testing the store with various assistive technologies, such as screen readers and keyboard navigation, to identify areas where users with disabilities may encounter difficulties.
  
• Accessibility Extensions
  Several Magento extension stores offer accessibility-focused extensions. These extensions can add features like screen reader compatibility improvements, keyboard navigation enhancements, and automated alt text generation for images. It's important to choose reputable extensions with a history of positive user reviews and ongoing maintenance.

Remember, customizing Magento themes for accessibility requires more than a little technical know-how, and building and maintaining fully WCAG and ADA compliant e-commerce stores demands more extensive experience. Consider calling on an experienced web developer with Magento accessibility expertise if you need in-depth assistance with customization, and consult a qualified and reputable accessibility expert or an accessibility company when possible.

Magento / Commerce Stores: Getting Real-World Accessible

As a flexible, customizable platform, the Magento Adobe Commerce focus is on user experience; there is no built-in mark or message that announces which platform is in use. While some tech-savvy users might be able to inspect the store's source code and find clues that point to Magento / Adobe Commerce, most won’t. The majority of end users would, however, instantly recognize some of the brand-name e-tailers running their stores on a Magento-based e-commerce site. These B2C and B2B brands are leveling up accessibility and achieving stellar results:

Helly Hansen
This high-grade sports gear and ski apparel company is based in Norway and sells around the world. Their focus isn’t on accessibility as a brand, but their e-commerce site, built on the Magento Adobe Commerce platform and moved into Adobe Experience Manager, is a good example of several accessibility practices in action. With a site that’s strongly contrasted and easy to navigate, HH has some accessibility issues it could fix, but overall, it’s done really well at implementing accessibility improvements. Helly Hansen’s revenue shot up 45% with Adobe Commerce.

Nike
Nike needs no introduction. This global leader in sports apparel and equipment has also embraced accessibility on their Magento Adobe Commerce platform. They incorporated features such as adjustable text sizes, semantic HTML, and accessible forms. These adjustments have made their website more user-friendly for individuals with various disabilities. Nike's commitment to accessibility has yielded positive results. The company has seen a noticeable increase in online sales, partly due to the improved usability of their site. Customers appreciate the inclusive design, and Nike has received positive feedback from users who previously faced challenges when shopping online. This approach has strengthened Nike's reputation as a forward-thinking and inclusive brand.

Sigma Beauty
Sigma Beauty, a renowned cosmetics and beauty products company, uses Magento for its e-commerce platform. By incorporating adjustable text sizes, semantic HTML, and accessible forms, Sigma Beauty has made its website more user-friendly for individuals with disabilities. This approach means that all users can navigate the site, access product information, and complete purchases without barriers. Following the implementation of these accessibility features, Sigma Beauty saw a noticeable increase in online engagement and sales. Customers have expressed appreciation for the accessible design, which has enhanced their overall shopping experience. Sigma Beauty's commitment to accessibility has also reinforced its reputation as an inclusive and customer-centric brand.

Signify
This energy efficient lighting and connected lighting company out of the Netherlands with global brands including Philips has a presence in 70+ countries. Their site could use more accessibility customization, but rates fairly high on accessibility. Their 2023 sales hit 6.7 billion EUR, due to an improved user experience based partly on their website’s leveraged use of the Magento Adobe Commerce platform.

Nestle Nespresso
Nestle Nespresso, a global leader in coffee machines and coffee-related products, has also utilized the Magento platform to create an accessible online store. By implementing features such as keyboard navigation, screen reader support, and high contrast modes, Nespresso has made its website more user-friendly for all individuals, including those with disabilities. Nespresso has seen positive results from these efforts. They have reported increased customer engagement and satisfaction, particularly among users who previously faced challenges navigating their site. This commitment to accessibility has helped Nespresso enhance its brand image and reach a wider audience.

These examples demonstrate the positive impact that accessibility features can have on Magento Adobe Commerce e-commerce stores. By creating inclusive shopping experiences, businesses can expand their customer reach, improve brand reputation, and potentially increase sales.

Make Your Magento Commerce Site More Accessible

The case studies above demonstrate the positive impact that accessibility features can have on Magento Adobe Commerce e-commerce stores. By creating inclusive shopping experiences, businesses can expand their customer reach, improve brand reputation, and potentially increase sales. Accessibility in e-commerce is more than a way to fulfill legal requirements; it’s a way to open your store to a wider audience and invite every customer to navigate and shop with ease. By using the methods and tools we have discussed, you can significantly improve your store’s accessibility, and achieve a more user-friendly environment, boost customer satisfaction, and build loyalty.

Do you have questions or comments about making your Magento Adobe Commerce online store more accessible? Share your thoughts and experiences in the comments below. For more information and personalized advice on achieving ADA compliance, feel free to reach out to us.

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