Top 10 Accessibility Errors Found in US E-commerce Websites (2026 Real Audit Report)

E-commerce websites account for roughly 75% of all ADA digital accessibility lawsuits filed in the United States. Through our WCAG 2.2 AA audits of US online retailers in 2025 and 2026, we have compiled anonymised data on the most common and highest-impact accessibility errors. These are the barriers that real users with disabilities encounter — and the same issues that plaintiff firms scan for when selecting litigation targets.

Each error below includes what we found, why it matters, and how to fix it.

1. Missing or Decorative Alt Text on Product Images

What we found:Product images with empty alt attributes, generic filenames as alt text (“IMG_4392.jpg”), or alt text that simply repeats the product name without describing the image.

Why it matters: Screen reader users rely on alt text to understand what a product looks like. When alt text is missing, the user hears nothing or hears the filename. When it merely repeats the product name, they miss details like colour, pattern, size, and context.

How to fix it:Write descriptive alt text that conveys what the image shows beyond the product name — e.g., “Navy blue crew-neck cotton t-shirt, front view on white background” instead of “T-shirt.”

2. Inaccessible Checkout Flows

What we found: Multi-step checkout processes where focus is not managed between steps, error messages appear visually but are not announced to screen readers, and credit card fields in iframes lack accessible labels.

Why it matters:If a user cannot complete a purchase independently, the entire purpose of the e-commerce site is defeated. Checkout is the most legally sensitive area — inaccessible checkout flows are the single most cited issue in ADA e-commerce lawsuits.

How to fix it: Manage focus to the first element of each checkout step. Ensure all form fields have visible labels and programmatically associated <label> elements. Use ARIA live regions to announce error messages and status updates. Test the entire flow with a keyboard and screen reader.

3. Low Colour Contrast on Call-to-Action Buttons

What we found:“Add to Cart,” “Buy Now,” and “Checkout” buttons with white text on light-coloured branded backgrounds that fail the WCAG 4.5:1 contrast ratio for normal text.

Why it matters:Users with low vision, colour deficiencies, or those in bright lighting conditions cannot read the button text. This affects a much larger population than most businesses realise — approximately 8% of men have some form of colour vision deficiency.

How to fix it: Test all interactive elements against WCAG contrast requirements (4.5:1 for normal text, 3:1 for large text and UI components). Adjust brand colours or use darker/lighter variants specifically for interactive elements.

4. Form Inputs Without Associated Labels

What we found: Search fields, email signup forms, and filter controls that use placeholder text as the only label. When the placeholder disappears on focus, sighted users lose context; screen reader users may never have it.

Why it matters:Screen readers announce form inputs by their label. Without one, the user hears “edit text” with no indication of what to type. Placeholder text is not a reliable substitute because it disappears and is not consistently read by all assistive technologies.

How to fix it: Add a visible<label> element associated with each input via thefor/id relationship. If a visible label is not part of the design, use aria-label or a visually hidden label as a minimum.

5. Keyboard Traps in Modal Dialogs and Overlays

What we found:Cookie consent banners, promotional popups, and product quick-view modals that trap keyboard focus — the user cannot dismiss the overlay or return to the main content using the keyboard alone.

Why it matters: A keyboard trap renders the entire site unusable for keyboard-only users. If the very first thing a user encounters (such as a cookie banner) is a trap, they cannot access any content at all.

How to fix it: Ensure all modals and overlays can be dismissed with the Escape key. Trap focus inside the modal while it is open (so Tab cycles through modal elements), and return focus to the triggering element when the modal closes.

6. Missing Skip Navigation Links

What we found: E-commerce sites with large navigation menus (mega-menus with dozens of category links) and no skip link to bypass the menu and jump to main content.

Why it matters:A keyboard or screen reader user must Tab through every navigation link on every page before reaching the content. On a typical e-commerce site with a mega-menu, this can be 50–100+ Tab presses.

How to fix it:Add a “Skip to main content” link as the very first focusable element on every page. This link should be visually hidden until focused and should target the <main> element.

7. Inaccessible Product Filtering and Sorting

What we found: Custom dropdown menus and filter controls built with <div> elements that are not operable with a keyboard and do not expose their role, state, or value to assistive technology.

Why it matters:Product filtering is essential to the shopping experience. If a user cannot filter by size, colour, price, or category, they are forced to browse every product — a frustrating and impractical experience.

How to fix it: Use native HTML<select> elements where possible. For custom components, follow the WAI-ARIA combobox or listbox patterns with proper role, aria-expanded,aria-selected, and keyboard event handling.

8. Auto-Playing Carousels and Sliders

What we found: Homepage hero carousels that auto-rotate, cannot be paused, and do not have accessible previous/next controls.

Why it matters: Auto-playing content is distracting for users with cognitive disabilities and can cause content to change before a screen reader user finishes reading it. Without pause controls, this violates WCAG 2.2.2 (Pause, Stop, Hide).

How to fix it:Add a visible pause/play button. Ensure previous/next controls are keyboard accessible and labelled. Consider whether the carousel is even necessary — usability research consistently shows that auto-playing carousels have poor engagement rates for all users.

9. Inaccessible Third-Party Widgets

What we found: Live chat widgets, review carousels, social media embeds, and payment forms from third-party vendors that are partially or completely inaccessible to keyboard and screen reader users.

Why it matters:Courts have consistently held that the website owner is responsible for all content presented to users — including third-party widgets. “Our vendor built it that way” is not a valid defence in an ADA lawsuit.

How to fix it: Request a VPAT or accessibility statement from every third-party vendor. Test their widgets as part of your accessibility audit. If a vendor cannot demonstrate WCAG conformance, switch to an accessible alternative.

10. Missing Error Identification on Forms

What we found: Form validation that highlights erroneous fields in red but does not provide a text description of the error, does not associate the error with the input programmatically, and does not move focus to the first error.

Why it matters: Users who cannot see the red highlight (colour-blind users, screen reader users) have no way to know what went wrong or which field needs correction. This prevents form completion entirely.

How to fix it: Display a text error message adjacent to each invalid field. Associate errors with inputs usingaria-describedby. Move focus to the first error or display an error summary at the top of the form linked to each invalid field. Never rely on colour alone to indicate errors.

Next Steps

If your e-commerce website has any of these issues — and statistically, most do — the risk of an ADA demand letter or lawsuit is real and growing. A professional WCAG 2.2 AA audit identifies these barriers before plaintiff firms do. Our IAAP- certified team provides comprehensive e-commerce accessibility audits with developer-ready remediation guidance. Start with a free preliminary check to see where your site stands.