How to Make Your Shopify Store Inclusive and User-Friendly

Let’s get straight to it: most Shopify stores in the UK aren’t inclusive. And while many brands love to talk about accessibility, their sites tell a different story. From poor contrast ratios to inaccessible navigation and generic product descriptions, the gap between intention and execution is wide and costly.

This isn’t just about doing the right thing. It’s about unlocking growth. Making your Shopify store accessible and inclusive isn’t a checkbox exercise it’s a fundamental growth strategy. In this Shopify accessibility guide, we’ll show you how to build inclusivity into your store from the ground up with practical, real-world advice, data-led recommendations, and insight from our work with UK brands doing it right.

Why Inclusivity Matters in eCommerce

In 2025, accessibility isn’t niche it’s business-critical. Over 22% of UK adults live with a disability, and countless others benefit from inclusive eCommerce design from neurodivergent shoppers to customers with low digital literacy or limited English proficiency.

The myth of the “average customer” is obsolete. If your Shopify store isn’t serving users across the full spectrum of needs, you’re bleeding revenue and damaging your brand reputation.

Understanding the Needs of Diverse Shoppers

Inclusivity isn’t just about wheelchair ramps and screen readers. It's about recognising and serving the full range of customer experiences:

• Visually impaired users using screen readers or magnifiers
• Neurodivergent users who need predictability and reduced cognitive load
• Older customers who may struggle with small font sizes or complex checkout flows
• Multilingual shoppers who prefer non-English support
• Mobile-first users with limited bandwidth or older devices

This is where inclusive eCommerce design on Shopify needs to begin: with empathy and user understanding.

Designing for Accessibility

Use this Shopify accessibility checklist to identify and eliminate barriers:

• Alt Text for All Images: Make every image especially product visuals screen-reader friendly. Don’t just describe the object. Describe the use, material, or emotion behind it.
• Keyboard Navigation: Your site must be fully navigable via keyboard alone. Test it thoroughly.
• Colour Contrast: Ensure your text and background combinations pass WCAG AA standards. Tools like Stark and Contrast Ratio make it simple.
• Clear Heading Structure: Use logical H1–H3 hierarchy. It helps screen readers and boosts SEO.
• Form Labels and Errors: Every field needs a visible label and helpful error messaging. Avoid red-only indicators.

We implemented these practices for Avery Row, a UK-based sustainable baby brand. The result? Faster page speeds, reduced customer friction, and record levels of add-to-cart activity.

Inclusive Language and Messaging

Language is UX. If your site is full of jargon, inaccessible product descriptions, or vague error messages, you’re alienating users.

• Use Plain English: Product details should be easy to scan and digest.
• Write Inclusive Product Descriptions: Describe fit, function, and accessibility features clearly. If you’re using a standard product import, rewrite it.
• Offer Helpful Error Copy: “Something went wrong” is a dead end. Tell users exactly how to fix the issue.

At WIRO, we worked with a UK-based interiors brand that replaced product copy written for designers with language suited for everyday customers. Conversion rates jumped by 17%.

Supporting Multiple Languages and Currencies

While British English is essential, many UK regions have high populations of Polish, Urdu, and Bengali speakers. Shopify allows you to offer multiple languages don’t overlook this.

• Use Shopify Markets or translation apps like Langify or Weglot.
• Prioritise key conversion pages: homepage, product pages, checkout.
• Enable local currency options for international shoppers.

Inclusivity isn’t about translating everything. It’s about meeting your audience where they are.

Mobile and Assistive Technology Compatibility

Most e-commerce journeys begin on mobile. But mobile-first doesn’t mean mobile-only.

• Ensure your Shopify theme is fully responsive and compatible with assistive tech.
• Test voice control, screen zoom, and dynamic text size on iOS and Android.
• Avoid hover-only menus or interactions that don’t work via touch.

Using inclusive Shopify themes that are built with accessibility in mind (like Dawn or Craft) is a good starting point but customisation is often required to meet WCAG standards.

Inclusive Product Photography and Representation

If your customer can’t see themselves in your photography, you’re losing them.

• Represent a wide range of ethnicities, body types, ages, and abilities.
• Avoid tokenism. Inclusivity should be consistent across your product, social, and email content.
• Show products in real use not just staged sets.

As our Founder,Tom, said in a recent strategy session:

Flexible Payment and Checkout Options

A clunky checkout excludes more than it converts.

• Offer guest checkout don’t force account creation.
• Include alternative payment methods like Klarna, PayPal, and Apple Pay.
• Reduce steps. Keep checkout forms short and logical.

These changes are part of the Shopify store UX best practices UK merchants are adopting to reduce cart abandonment. It’s not just about tech it’s about trust.

Building Trust Through Transparent Policies

Clear, accessible policies signal to your customer that your brand is trustworthy and safe.

• Display privacy, return, and delivery policies prominently.
• Use plain English not legal jargon.
• Make policies screen-reader friendly and easy to navigate.

One of our lifestyle brand clients saw a 12% drop in customer service queries after redesigning their policy pages to be more readable and mobile-friendly.

Testing Your Store’s Inclusivity

Inclusivity isn’t a one-time project. It’s an ongoing commitment.

• Run audits using tools like Lighthouse, WAVE, and axe DevTools.
• Test with real users from underrepresented communities.
• Track data: look for patterns in bounce rates, drop-offs, and accessibility feedback.

Regular inclusivity audits are as important as SEO or CRO tests. If you’re not doing them, you’re not improving.

How WIRO Can Help

At WIRO, we don’t just talk about inclusive eCommerce  we build it. Whether it's overhauling a rigid Shopify theme to improve accessibility, optimising UX for neurodivergent users, or rewriting product content to better serve UK shoppers we’ve done it.

We helped many brands UK DTC brands like Avery Row, Smel, Alpkit overhaul their technical stack to improve accessibility, engagement, and performance. The result? A faster, more inclusive site and measurable growth across the board.

If you’re serious about making your Shopify store accessible and user-first, let’s talk.

Contact WIRO and let’s build something better.

Conclusion

Inclusive design isn’t just a trend it’s the future of UK eCommerce. The brands that lead on this front won’t just earn goodwill. They’ll win more customers, build deeper loyalty, and future-proof their growth.

So ask yourself: Is your Shopify store truly inclusive? Or are you just hoping your customers will work around your blind spots?

It’s time to lead.