If your e-commerce site isn't accessible to people with disabilities, you're sitting on a lawsuit waiting to happen.  Under the Americans with Disabilities Act (ADA), websites are considered places of public accommodation. That means your online business is legally required to be accessible. And if it’s not, you could face legal claims, settlement demands, and reputational damage that can cripple a growing brand.

Here’s what every online business owner needs to know.

1.Yes, the ADA Applies to Websites

While the ADA doesn’t spell out web standards explicitly, courts across the country have made one thing clear: if your site offers goods or services to the public, it needs to be accessible. That includes:

• Screen reader compatibility
• Keyboard navigation
• Alt text for images
• Proper color contrast

The Department of Justice has confirmed that the ADA applies to web content. If your site doesn’t meet Web Content Accessibility Guidelines (WCAG) 2.1 Level AA, you’re likely out of compliance.

2.The Legal Risk Is Real

Thousands of ADA website lawsuits have been filed, and plaintiffs’ lawyers are just getting started. Targets include retailers, restaurants, service providers, and yes, plenty of small e-commerce businesses. These cases are attractive to plaintiffs because they can demand:

• Attorney’s fees (covered under the ADA)
• Injunctive relief (forcing you to fix the site)
• Monetary settlements

Defending even a baseless claim can cost five figures. Settling fast often costs just as much. Worse, multiple plaintiffs can file copycat claims once you’re on the radar.

3.It’s Not Just About Lawsuits

Accessibility isn’t just a legal box to check. It’s good business. Over 60 million Americans live with a disability. Making your site inclusive:

• Expands your customer base
• Improves SEO and performance
• Enhances your brand reputation

Put simply: it’s the right thing to do, and the smart thing to do.

4.Fixing It Isn’t Optional

There are no shortcuts. Overlay tools and quick fixes often increase your legal risk. Real compliance means working with developers to implement WCAG standards throughout your site, and keeping them updated as content changes.  You should also document your efforts. A formal accessibility policy, regular audits, and a clear feedback mechanism for users with disabilities all show good-faith compliance.

Proactive Beats Reactive

If you’re reading this and haven’t had your site audited, now’s the time. Once you get hit with a demand letter, your options narrow fast. But if you act early, you can:

• Build a legally defensible compliance record
• Make your site better for all users
• Avoid the reputational fallout of being labeled discriminatory

Worried About Your Website?

We help e-commerce owners audit, correct, and protect their online stores from ADA risk. Schedule a consult and let’s make your site accessible and lawsuit-resistant.