E-commerce has revolutionized the way we shop, making it easier than ever for people to buy what they need from the comfort of their homes. However, not all users have the same experience navigating online stores. For individuals with disabilities, accessing websites can be a challenging task if those sites aren’t designed with accessibility in mind. One of the most crucial aspects of making e-commerce accessible is ensuring that images—an integral part of the shopping experience—are described in a way that all users can understand. This is where alt text (alternative text) comes into play.

Alt text is not just about legal compliance or ticking off a box on an accessibility checklist. It’s about creating an inclusive experience that allows people with visual impairments to engage fully with a website. Beyond inclusivity, accessible websites also benefit businesses by expanding their audience and improving SEO performance, as search engines rely on alt text to understand and rank images.

What is Alt Text and Why Does It Matter?

Alt text refers to the descriptions provided for images, which are read aloud by screen readers to users who cannot see the images. This text is crucial for individuals who are blind or have low vision, as it allows them to understand what the image represents. Whether it's a product photo, a promotional graphic, or an instructional infographic, alt text provides the necessary context for those who rely on assistive technology.

Aside from accessibility, alt text plays an important role in search engine optimization (SEO). Search engines can’t “see” images, but they can read the alt text associated with them. This means that writing detailed, relevant alt text not only improves accessibility but can also help your website rank higher in search results.

How Alt Text Improves Accessibility in E-commerce

In e-commerce, images are a vital part of the shopping experience. Customers rely on photos to understand what they’re buying, whether it’s a piece of clothing, a gadget, or a home decor item. For visually impaired users, a lack of descriptive alt text can result in a frustrating experience where key details about the product are missed. Well-written alt text, on the other hand, can transform that experience by providing a rich, verbal description of the product and its features.

Alt text can also come to the rescue when images don’t load due to slow internet speeds or technical issues. In these cases, the alt text serves as a fallback, giving all users an understanding of what the image is supposed to depict. This not only enhances the user experience but also ensures that no critical information is lost if an image fails to display.

Consider an example of an e-commerce site selling shoes. A well-written alt text for a product image might read: “Red leather high-heel pumps with a pointed toe and 4-inch stiletto heel.” Compare that to a generic alt text like “shoes” or no alt text at all. The former provides meaningful information that helps the shopper make an informed decision, while the latter leaves the user in the dark.

Examples of Effective Alt Text in E-commerce

What separates good alt text from bad? It comes down to specificity and context. Let’s take a look at two examples:

• Good Alt Text: “Handwoven cotton scarf in teal with fringed edges.”
• Bad Alt Text: “Scarf.”

The first example paints a vivid picture, telling the user not only what the product is but also key details like color and material, which are crucial for making a purchase decision. The second example provides no meaningful context.

For products that come in multiple variations, such as different colors or sizes, the alt text should reflect that. Instead of writing “shirt,” you could write “Men’s button-down shirt in navy blue with white polka dots.” This kind of detailed description gives visually impaired users the same level of product information as sighted users.

Best Practices for Writing Alt Text in E-commerce

Creating effective alt text doesn’t have to be a daunting task. Here are some best practices to keep in mind:

• Be clear, specific, and concise – Alt text should describe the image in a way that provides context without being overly verbose. Aim for a sentence or two that highlights the most important details.
• Avoid unnecessary descriptions – Not every image needs alt text. For decorative images, such as background patterns or purely aesthetic elements, it’s better to leave the alt text empty or mark the image as decorative so screen readers can skip it.
• Tailor the alt text to the product – Focus on the most relevant details that help the customer make a purchase decision. For a product image, this might include material, color, size, and unique features.
• Consider the user’s needs – Think about how your alt text will help users understand the product better. Is there a texture, pattern, or special feature that should be highlighted? Include this information to give all users the fullest understanding possible.

The Role of Automation and AI in Alt Text Creation

Writing alt text manually for a large e-commerce catalog can be a daunting, time-consuming task. That’s where AI-powered tools come into play. Automated alt text generation can quickly create descriptions at scale, offering a solution for businesses with thousands of products to manage.

However, AI on its own isn’t foolproof. While automation can handle the bulk of the work, human expertise is needed to fine-tune the descriptions and ensure accuracy. AI might generate a description like “shirt,” but human oversight can refine it to “navy blue shirt with white buttons and a breast pocket.” This hybrid approach—automation combined with human review—ensures that alt text is not only efficient but also meaningful and detailed.

Our AI-powered tool, A11y Alt, takes this hybrid approach to the next level. By blending automation with human oversight, A11y Alt delivers accurate, compliant, and product-specific alt text at scale. This system allows businesses to keep up with the demands of a growing catalog while ensuring the highest standards of accessibility and user experience. With A11y Alt, businesses can focus on expanding their reach, confident that their alt text is detailed, inclusive, and SEO-friendly.

Conclusion: Alt Text as a Key to Accessible E-commerce

Alt text isn’t just an afterthought—it’s a cornerstone of accessible e-commerce. Accurate and descriptive alt text allows users with visual impairments to experience your site fully while also boosting your SEO and ensuring compliance with accessibility regulations. However, the challenge of generating high-quality alt text at scale can be overwhelming, especially for businesses with large product catalogs.

That’s where A11y Alt comes in. Our AI-powered alt text generation tool blends automation with human expertise to provide businesses with detailed, accurate, and compliant alt text solutions. With A11y Alt, you can ensure that your e-commerce site is accessible to all users without sacrificing efficiency or quality. Whether you’re dealing with thousands of product images or just a handful, A11y Alt makes it easy to elevate your accessibility and provide a better shopping experience for everyone.

Take the next step toward inclusivity—let A11y Alt help you deliver accessible, user-friendly content while staying compliant. Contact us today to learn how A11y Alt can transform your e-commerce platform.