Introduction

Product images are the heart of an online shop. However, for many users they remain invisible: people with visual impairments rely on screen readers that make image content understandable only via alt text.

The Accessibility Strengthening Act (BFSG) has been in force since 28 June 2025. Online shops must make their digital offerings accessible. This also includes the consistent maintenance of alternative texts.

In this article, you will find out:

• What alt texts are and what function they perform

• Which legal requirements BFSG and WCAG make

• How you can practically create good alt texts for products in your shop

What are alt texts?

An alt text (alternative text) describes the content of an image for users who cannot see the image. Screen readers read the text aloud, thereby enabling access to the information.

Example:

• Instead of: "Image123.jpg"

• Better: "Women's trainers in white with grey accents, model XY"

Alt texts have three main functions:

1. Accessibility: Access for people with visual impairments

2. SEO: Search engines can index image content better

3. User Experience: Fallback when images do not load

Legal basis: BFSG and WCAG

The Accessibility Strengthening Act (BFSG)

Since 28 June 2025, digital offerings in Germany must be designed as accessible. This includes websites, mobile applications and online shops.

For shop operators, this specifically means:

• Product images must be provided with meaningful alt texts

• Image information that is important for purchasing decisions (for example colour, shape, application) must be described

The Web Content Accessibility Guidelines (WCAG)

The WCAG 2.1 define international standards for accessible web content. Important specifications for alt texts:

• Perceivable: Images must be described in text

• Understandable: Descriptions should be precise and easy to grasp

• Functional: The text must convey the functional benefit of the image, for example "Add to shopping cart button" for icons

Practice: How to create good alt texts in your online shop

1. Describe what is really relevant

Alt texts should cover all characteristics relevant to a purchase decision: colour, material, model, function. Example:

• "Black men's leather shoe with lacing, model Classic Business"

2. Avoid unnecessary words

Screen readers usually announce images with "Image of...". An alt text should therefore describe directly. Example:

• Incorrect: "Image of a red handbag"

• Correct: "Red women's handbag made of leather with a gold buckle"

3. Consider the context

An icon in the checkout does not need a detailed text, but a functional description. Example:

• Alt text: "Open shopping cart" instead of "Shopping cart icon"

4. Ensure consistency

Maintain alt texts systematically. Use your CMS or PIM system for this. This is how you ensure that thousands of products are consistently described. On Shopify, you can see your alt texts under the "Content" menu and then "Files".

5. Keep SEO in mind

Alt texts are also a ranking factor. Link relevant keywords sensibly, but without keyword stuffing.

Benefits for online shops

Compliance with the BFSG is not only an obligation, but also brings opportunities:

• Reach more customers: People with disabilities have significant purchasing power

• Better Google ranking: Alt texts improve visibility in image search

• Brand image advantage: Accessibility strengthens brand perception and shows a sense of responsibility

Conclusion

Alt texts are no longer optional since June 2025, but are required by law. They are a central component of accessibility and are therefore not only a mandatory task, but also a competitive advantage.

Online shops that consistently provide their product images with good alt texts do not only meet the legal requirements of the BFSG and the standards of the WCAG. They also benefit from better visibility and a more inclusive customer experience.

💡 CTA for you: Check your shop immediately for missing or inadequate alt texts. Every image that is not maintained is a potential legal risk and a missed sales opportunity.