WCAG 3.1.3: Unusual Words

Quick answer: Specialized, uncommon, or branded terms should be explained when they might confuse readers.

What This Means

On ecommerce sites, Unusual Words 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 pages use fabric or beauty terms like 'mercerized' with no explanation. or loyalty programs invent branded tier names without definitions., 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 pages use fabric or beauty terms like 'mercerized' with no explanation.
• Loyalty programs invent branded tier names without definitions.
• Support articles rely on warehouse jargon unfamiliar to shoppers.
• Ingredient pages use technical terms without plain-language support.

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.

1. Add inline definitions, glossary links, or tooltips for uncommon terms.
2. Explain branded program language the first time it appears.
3. Prefer plain language in support and policy content whenever possible.
4. Review merchandising copy for industry jargon that new shoppers will not know.

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 -->
<p>Made from mercerized cotton.</p>

<!-- After -->
<p>Made from mercerized cotton, a treatment that makes the fabric smoother and more lustrous.</p>

Check if your store passes WCAG 3.1.3 → Free ADA Compliance Scan