By now every growing e-commerce entity has figured out the critical role social media plays in their business. It’s become a household pastime; a venue for people from all demographics who are connecting with the world through computers and devices.

The opportunities for marketing and branding are rich. And increasingly, the picture has become much rosier. Research conducted in 2018 showed that social media users made their most recent purchase directly through Facebook and their eBay Daily Deals. Facebook ran away with the biggest share of the pie, with Instagram coming in a close second.

Yet there is a demographic often left in the dust; one thought to be unable – disabled, as it were – to use social media.
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That has changed. With technological developments in connectivity have come celebrated advances in bringing the Internet to people with varying degrees and types of disabilities. There are nearly 60 million of them in the U.S., and that number will grow as they age. They are players. They are shoppers. And they can be your best customers if given the chance.

Accessibility. It’s not just an accommodation. It’s an underrated boon for business.

Social media app Instagram is keenly aware, and on the job. With the introduction of new features that simplify their site for visually impaired users, they join other big players in social media, such as Facebook and Twitter, in expanding inclusivity.

How does this impact ecommerce merchants? The shopping public is reflective of overall demographics. According to the Centers for Disease Control (CDC), at least 3 percent of all Americans aged 16 to 75 experience some level of significant visual impairment. That’s more than 7 million people.

Wouldn’t you like to make sure your goods and services are available to as many potential buyers as possible? Instagram thinks so.
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Here’s how it works: Programmers employ object recognition technology to produce descriptions of images for screen readers, making it possible to actually hear lists of items contained in photos as you scroll through them. The feature operates when Feed, Explore, and Profile pages are accessed.

Beginning next week, we’re rolling out a multi-part series focusing on accessibility in social media and ecommerce.

Before we dive into some platform-specific issues and ideas, let’s talk a little bit about what is legally required. On social media? There really isn’t a requirement that your content be accessible. (Though we think it ought to be.)

But there are some requirements and guidelines for your website. According to the ADA and subsequent court findings, your website is required to be accessible to those with disabilities. And it makes good business sense – the easier your site is to use, the more likely you are to make a sale.

While there are no comprehensive federal regulations in terms of website accessibility, there is a great guideline – Web Content Accessibility Guidelines (WCAG) 2.1 – and we think it's where you should start. Chances are high that if the federal government does come out with legislation or regulation, it's going to look like this.