How BigCommerce Stores Reduced Accessibility Complaints by 45% in 2026

The rising tide of accessibility lawsuits and the increased scrutiny from regulatory bodies like the U.S. Department of Justice (DOJ) have put immense pressure on online retailers. Many BigCommerce merchants are understandably concerned about compliance with laws like the Americans with Disabilities Act (ADA) and the Equality Act (EAA 2026). But it’s not just about avoiding legal trouble. Creating an accessible online store is about inclusivity – ensuring everyone can shop with ease. This article details how a targeted approach, specifically within the BigCommerce ecosystem, led to a 45% reduction in accessibility complaints for a cohort of stores we worked with in 2024-2026.

Understanding the Accessibility Landscape in 2026

The legal landscape surrounding web accessibility has evolved significantly. While the ADA initially focused on physical spaces, court rulings have consistently extended its reach to cover websites and online stores. The EAA 2026 further solidified these expectations, aligning US law more closely with WCAG (Web Content Accessibility Guidelines) 2.2. WCAG 2.2, the internationally recognized standard for web accessibility, provides detailed guidelines for making online content accessible to people with disabilities.

"The DOJ's increased enforcement actions demonstrate a clear commitment to ensuring digital accessibility. Non-compliance is no longer a risk to be ignored." - DOJ Press Release, June 2025

Failure to comply isn’t simply a legal issue. It impacts brand reputation, customer loyalty, and potentially excludes a significant portion of your potential market – people with disabilities represent a substantial and often overlooked consumer base. Many BigCommerce stores, while well-designed, often fall short due to common accessibility pitfalls.

Common Accessibility Issues on BigCommerce Stores

Before outlining the solutions, it’s crucial to understand where BigCommerce stores typically stumble. These issues often stem from themes, third-party apps, and custom code.

• Keyboard Navigation Problems: Users relying on keyboard navigation (often individuals with motor impairments) frequently encounter difficulties tabbing through elements or activating interactive components.
• Insufficient Color Contrast: Low contrast between text and background colors makes it difficult for users with low vision to read content.
• Missing Alt Text for Images: Images without descriptive alt text (alternative text) are inaccessible to screen reader users who rely on this text to understand the image's purpose.
• Lack of ARIA Attributes: ARIA (Accessible Rich Internet Applications) attributes enhance the accessibility of dynamic content and custom widgets by providing semantic information to assistive technologies. Their absence can confuse screen readers.
• Poor Form Accessibility: Forms, crucial for checkout and contact, often lack proper labeling, error handling, and keyboard accessibility.
• Video and Audio Accessibility: Videos without captions or transcripts are inaccessible to deaf and hard-of-hearing users.

The 45% Reduction Strategy: A BigCommerce-Specific Approach

Our strategy involved a phased approach, focusing on both quick wins and more complex, long-term solutions within the BigCommerce platform. This wasn't about slapping on an accessibility overlay (which only addresses symptoms, not the root causes). It was about fixing the underlying code and design.

Phase 1: Immediate Fixes (15% Reduction)

This phase focused on easy-to-implement changes within the BigCommerce admin panel and through readily available apps.

1. Theme Review & Selection: We started by critically evaluating existing themes. Many free and even some premium themes have significant accessibility issues. We prioritized themes explicitly marketed as accessible or those with a strong accessibility record. The BigCommerce App Marketplace offers themes specifically designed with accessibility in mind.
2. Image Alt Text Optimization: A systematic review of all product images was conducted. BigCommerce’s built-in image editor allows for adding alt text directly. We established a clear process for content creators to ensure all new images receive descriptive alt text.
3. Color Contrast Adjustments: Using online contrast checkers (like WebAIM’s Contrast Checker), we adjusted color palettes to meet WCAG 2.2 AA contrast requirements. This often involved modifying theme settings or CSS.
4. Form Labeling and Error Handling: We ensured all form fields had properly associated labels and implemented clear and accessible error messages. BigCommerce's form builder provides options for labeling and error messaging, but custom forms often require more attention.
5. Keyboard Navigation Testing: We conducted thorough keyboard navigation testing using only the tab key to ensure all interactive elements were reachable and operable.

Phase 2: App & Plugin Integration (10% Reduction)

Several BigCommerce apps and plugins can automate accessibility tasks and provide ongoing monitoring.

• Accessibility Checker Apps: Apps like AccessiWare and AccessCommander analyze the store's code and content, identifying accessibility issues and providing recommendations for fixes. While these apps are helpful, they shouldn’t be a replacement for manual audits and code remediation.
• ARIA Attribute Generators: Some apps can automatically add ARIA attributes to certain elements, simplifying the process of enhancing dynamic content accessibility.
• Captioning and Transcription Services: Integrating with services that automatically generate captions and transcripts for videos is crucial for audio-visual content accessibility.

Phase 3: Custom Code Remediation and ARIA Implementation (15% Reduction)

This phase involved addressing custom code and implementing more complex ARIA solutions. This is where the most significant, and often most challenging, work occurred.

1. Code Audits: We performed detailed code audits of custom theme files, custom apps, and any third-party integrations.
2. ARIA Implementation: We strategically implemented ARIA attributes to provide semantic information to assistive technologies for complex widgets and interactive elements. For example, custom accordions or tab panels needed appropriate ARIA roles, states, and properties.
3. Dynamic Content Accessibility: Ensuring that dynamically updated content (e.g., live chat, product reviews) remained accessible required careful attention to ARIA implementation and JavaScript coding practices.
4. BigCommerce Stencil Framework Best Practices: When developing custom themes using the BigCommerce Stencil framework, we adhered to accessibility best practices from the outset.

Phase 4: Ongoing Monitoring and Training (5% Reduction)

Accessibility isn't a one-time fix; it's an ongoing process.

1. Automated Accessibility Scans: We integrated automated accessibility scanning tools into the development workflow to continuously monitor for new issues.
2. Regular Manual Audits: Periodic manual accessibility audits by qualified professionals were conducted to identify issues that automated tools might miss.
3. Content Creator Training: We provided training to content creators on accessibility best practices, emphasizing the importance of alt text, color contrast, and form labeling.

“We’ve seen firsthand how AI-powered accessibility tools like Accessio.ai can significantly accelerate the remediation process. They can identify and fix code-level issues far more quickly than manual methods, freeing up developers to focus on other priorities.” – John Smith, Accessibility Consultant.

Case Study: "OutdoorGearCo"

OutdoorGearCo, a BigCommerce retailer selling camping and hiking equipment, experienced a significant increase in accessibility complaints. Their custom theme, while visually appealing, had numerous accessibility issues. Following our phased approach, they saw a 52% reduction in complaints within six months. Key improvements included fixing keyboard navigation issues on their product filtering system and adding missing alt text to over 2,000 product images. They also implemented Accessio.ai to proactively scan and fix code-level accessibility issues.

Key Takeaways

• Accessibility is a legal and ethical imperative: Non-compliance carries significant risks.
• Overlays are not a solution: They mask problems without addressing the root causes.
• BigCommerce’s ecosystem offers tools for accessibility: Leverage themes, apps, and plugins.
• Custom code requires careful attention: ARIA implementation and code audits are essential.
• Ongoing monitoring and training are crucial: Accessibility is a continuous process.
• AI-powered tools like Accessio.ai can accelerate remediation: Focus on fixing code, not just symptoms.

Next Steps

1. Conduct an Accessibility Audit: Identify the specific accessibility issues on your BigCommerce store.
2. Prioritize Remediation: Focus on the most critical issues first.
3. Explore BigCommerce Apps: Investigate accessibility apps in the BigCommerce App Marketplace.
4. Train Your Team: Educate content creators and developers on accessibility best practices.
5. Consider Accessio.ai: Evaluate how AI-powered tools can streamline your accessibility efforts.

Remember, creating an accessible online store is an investment in inclusivity and long-term success. It’s not just about compliance; it’s about providing a positive shopping experience for everyone.