WCAG 1.1.1: Non-text Content
Level AQuick answer: Meaningful images, icons, and controls need text alternatives so shoppers using assistive tech get the same information.
What This Means
On ecommerce sites, Non-text Content usually shows up in repeating storefront components such as product cards, PDP media, search results, cart drawers, checkout forms, and support content. If the live experience depends on patterns like product gallery images ship with empty or missing alt attributes. or color swatch buttons are announced as unlabeled buttons instead of 'black, size medium'., disabled shoppers can lose context or get blocked before purchase.
This criterion matters because D2C teams often fix the homepage but miss reusable app blocks, campaign pages, and mobile-specific UI. The practical standard is simple: build the same outcome for keyboard users, screen-reader users, low-vision users, and anyone relying on captions, labels, structure, or predictable behavior.
For Shopify, WooCommerce, and custom storefronts, the fastest remediation path is usually template-level work. Fix the repeated component once, then retest every place it appears across browse, buy, and post-purchase journeys.
Common Violations on Ecommerce Sites
- Product gallery images ship with empty or missing alt attributes.
- Color swatch buttons are announced as unlabeled buttons instead of 'Black, size medium'.
- Promo banners use embedded text like 'Buy 2 Get 1' with no equivalent HTML text.
- Icon-only trust badges and wishlist buttons have no accessible name.
How to Fix It
Start with the live customer journey, not isolated components in Storybook or Figma. Audit the problem on category pages, product detail pages, quick views, cart, checkout, account, and help templates.
- Write alt text that communicates the same decision-making value a sighted shopper gets.
- Give icon buttons and swatches an accessible name with visible context or aria-label.
- Repeat offer copy in real HTML near the image so it is searchable and readable.
- Mark decorative flourishes with alt='' so screen readers skip noise.
On Shopify, fix the theme section or app block that repeats the defect. On WooCommerce and WordPress, update the template override or plugin output. In custom React or headless storefronts, move the fix into shared components so merchandisers cannot reintroduce the issue with every campaign.
Code Example
<!-- Before -->
<img src="/products/linen-shirt.jpg">
<!-- After -->
<img src="/products/linen-shirt.jpg" alt="Front view of the navy linen shirt with chest pocket">FAQ
What is WCAG 1.1.1?
Meaningful images, icons, and controls need text alternatives so shoppers using assistive tech get the same information.
How does WCAG 1.1.1 affect ecommerce sites?
It affects ecommerce anywhere shoppers interact with product gallery images ship with empty or missing alt attributes. and color swatch buttons are announced as unlabeled buttons instead of 'black, size medium'. If those patterns are inaccessible, customers can miss product information, fail forms, or abandon checkout.
How to fix WCAG 1.1.1 violations?
Start by auditing the live storefront, then Write alt text that communicates the same decision-making value a sighted shopper gets.; Give icon buttons and swatches an accessible name with visible context or aria-label.; Repeat offer copy in real HTML near the image so it is searchable and readable.. Prioritize templates and apps that repeat the issue across product, cart, checkout, and account pages.
Check if your store passes WCAG 1.1.1 → Free ADA Compliance Scan