Imagine a shopper who relies on a screen reader trying to buy a pair of shoes. The product images have no descriptions, the size selector cannot be reached with a keyboard, and the checkout form has no labels. She gives up and buys from a competitor. This happens every day on stores that were never tested for accessibility.

Accessibility means building a store that people with different abilities can use. That includes people with vision, hearing, motor, or cognitive differences. This guide explains what WCAG is, how it applies to a BigCommerce store, and what to fix first. It is part of our complete guide on how to scale a BigCommerce store.

Why Accessibility Matters for Your Store

An accessible store reaches more customers. Millions of people live with some form of disability, and many of them shop online. If your store is hard to use, you lose those sales.

There are other benefits too. Accessible design usually improves usability for everyone, such as clearer text, easier navigation, and better mobile use. Many accessibility practices also support SEO, because search engines read the same structure and text that assistive tools use.

Legal risk is also a real concern. In several countries, accessibility lawsuits against online stores have increased in recent years. Laws differ by region, so check the rules that apply to your market. Fixing issues early is far cheaper than responding to a legal complaint.

What Is WCAG?

WCAG stands for Web Content Accessibility Guidelines. It is the most widely used accessibility standard for websites, published by the W3C. It is built on four principles, often called POUR:

WCAG has three conformance levels: A, AA, and AAA. Most stores aim for level AA, which is also the level most laws and legal guidance refer to. Check which WCAG version applies in your region, since requirements are updated over time.

What BigCommerce Provides and What You Control

BigCommerce offers themes that follow many accessibility practices, and its platform provides a base to build on. Still, a theme alone does not make a store accessible. Your content, images, colors, apps, and custom code all affect the final result.

In practice, you are responsible for how your own pages, product data, and third-party tools behave. If your store uses heavy customization, it helps to work with a team experienced in BigCommerce development, so accessibility is built into the design instead of patched in later.

Start With a Quick Accessibility Check

Before fixing anything, find out where you stand.

• Run an automated tool such as WAVE, axe, or Lighthouse on your key pages.
• Test with only your keyboard, using the Tab, Enter, and Space keys.
• Try a screen reader, such as NVDA on Windows or VoiceOver on Mac and iPhone.
• Zoom the page to 200 percent and check that nothing breaks.
• Review the homepage, a category page, a product page, the cart, and the full checkout.

Automated tools catch only part of the problems, often around a third of them. Manual testing is needed to find the rest.

Make Images and Media Accessible

Alt text. Every meaningful image needs a short description that explains what it shows. For a product photo, mention the item and key details, such as "Black leather ankle boots with a side zip." Decorative images should have empty alt text, so screen readers skip them.

Videos. Add captions to product videos, and provide a transcript where possible. Avoid autoplay with sound.

Text in images. Do not place important information, such as prices or offers, only inside an image. Screen readers cannot read it, and it does not scale well on small screens.

Check Color and Contrast

Text must stand out from its background. For level AA, normal text needs a contrast ratio of at least 4.5 to 1, and large text needs at least 3 to 1. Check your buttons, links, banners, and sale labels, since light colors on white are a common problem.

Do not use color as the only way to share meaning. For example, a red border alone should not mark an error. Add an icon or a text message as well.

Support Keyboard Navigation

Many users cannot use a mouse. Every action in your store should work with a keyboard.

• Make sure menus, filters, size selectors, and carousels can be reached with the Tab key.
• Show a clear focus outline on the element that is currently selected.
• Keep a logical tab order that follows the visual layout.
• Add a "skip to main content" link at the top of the page, so users can bypass the menu.
• Make sure pop-ups and modals can be closed with the Escape key, and that focus returns to the right place afterward.

Use Clear Page Structure

A clean structure helps screen reader users move through a page quickly.

• Use one H1 per page, with H2 and H3 headings in a logical order.
• Use landmarks, such as header, navigation, main, and footer.
• Write link text that makes sense on its own. "View size guide" is better than "Click here."
• Use real buttons for actions and real links for navigation, instead of styled text.

Make Product Pages Easy to Use

Product pages are where most buying decisions happen, so they deserve extra care.

• Label size, color, and quantity selectors clearly.
• Make sure the selected option is announced to screen readers.
• Keep the "Add to Cart" button easy to find and operate.
• Provide image galleries that work with a keyboard and include alt text for each image.
• Show price, stock status, and delivery details as real text.
• Make reviews and rating stars readable, with a text version of the score.

Fix Forms and Checkout

Checkout is where inaccessible design costs the most sales.

• Give every field a visible label, not only placeholder text that disappears when typing.
• Mark required fields clearly.
• Write error messages in plain language, and place them next to the field they refer to.
• Let browsers autofill name, address, and payment details.
• Make sure payment forms, including those from third-party providers, work with a keyboard and screen reader.
• Avoid time limits that cannot be extended.

If your payment provider or checkout app is not accessible, raise it with them directly. These tools are part of your customer's experience.

Check Third-Party Apps and Widgets

Chat widgets, pop-ups, review tools, and cookie banners often create accessibility problems. Test each one with a keyboard and screen reader. If an app cannot be fixed, consider replacing it. Remove tools you no longer need, since each one adds code that may not follow accessibility rules.

Write Content Everyone Can Understand

Clear writing helps people with cognitive differences, and it helps everyone else too.

• Use short sentences and plain words.
• Break long text with headings and lists.
• Explain terms that may be unfamiliar, such as sizing or technical specs.
• Make link and button labels describe the action.
• Avoid flashing or fast-moving animations.

Publish an Accessibility Statement

An accessibility statement tells visitors that you care about the issue. It should explain your goals, the standard you follow, known limitations, and a way to contact you about problems. A clear contact option helps you receive feedback and fix issues quickly.

Be Careful With Accessibility Overlays

Some vendors sell overlay tools that promise to make a site accessible with one line of code. These tools usually do not fix the underlying problems, and many accessibility experts advise against relying on them. Real accessibility comes from correct design, code, and content.

Build Accessibility Into Your Routine

Accessibility is not a one-time project. Every new product page, banner, or app can introduce new problems.

• Add accessibility checks to your design and development process.
• Train content editors to write alt text and use headings correctly.
• Re-test after each major change or redesign.
• Include accessibility in your regular store audit.
• Listen to customer feedback and fix reported issues quickly.

A Simple WCAG Checklist for Your Store

1. All meaningful images have clear alt text.
2. Text and buttons meet contrast requirements.
3. The whole store works with a keyboard only.
4. Focus indicators are visible.
5. Headings and landmarks are used correctly.
6. Forms have labels and helpful error messages.
7. Videos have captions.
8. Third-party apps have been tested.
9. An accessibility statement is published.
10. Testing is repeated after major changes.

Make Accessibility a Habit

An accessible store is easier for everyone to use, and it opens your business to customers you might otherwise lose. You do not need to fix everything at once. Start with the most visited pages, correct the biggest issues, and build good habits into every update.

If you want expert help reviewing your store or fixing accessibility gaps, EmizenTech offers  BigCommerce development services to help you build a store that works for every shopper.

Frequently Asked Questions

1. Is BigCommerce accessible by default?
BigCommerce themes follow many accessibility practices, but the platform alone does not guarantee a compliant store. Your content, design choices, apps, and custom code also affect accessibility.

2. Which WCAG level should my store follow?
Most stores aim for level AA. It is the common target in laws and legal guidance, though you should confirm the rules for your region.

3. Can an automated tool make my store compliant?
No. Automated tools find only some issues. Manual testing with a keyboard and screen reader is also needed.

4. Are accessibility overlays a good solution?
Usually not. Overlays rarely fix the real problems in code and design, and many experts recommend fixing the underlying issues instead.

5. Where should I start?
Begin with your highest-traffic pages and the checkout. Fix alt text, contrast, keyboard access, and form labels first.

6. How often should I test accessibility?
Test after every major change, and include it in your regular store audit at least once or twice a year.