In the fast-paced world of e-commerce, it is easy for merchants to get lost in the aesthetics of their online Shopify store without ensuring it’s ADA compliant. We obsess over high-resolution product photography, sleek themes, and seamless checkout experiences. However, a recent case highlighted in our latest video analysis serves as a stark warning to Shopify merchants and e-commerce business owners everywhere: a beautiful website that is not accessible is a legal liability.
We recently took a closer look at Between the Sheets Inc., a luxury bedding and home décor retailer that recently received an ADA compliance lawsuit. Despite having a visually stunning website featuring high-quality images of Egyptian cotton sheets and Italian-crafted linens, the site failed to meet critical accessibility standards. The result? A federal lawsuit alleging violations of the Americans with Disabilities Act (ADA).
In this article, we will break down exactly what went wrong, why Shopify store owners need to pay attention, and the specific steps you can take today to protect your business.
ADA Compliant
The Legal Reality: ADA Compliance is Not Optional
The lawsuit filed against Between the Sheets Inc. (Case: Dominique Tompkins et al. v. Between the Sheets, Inc.) is part of a growing wave of digital accessibility litigation. Plaintiffs in this case alleged that the digital platform was inaccessible to individuals with visual disabilities, citing barriers such as unlabeled navigation links and inaccessible design elements.
Many Shopify merchants mistakenly believe that the ADA applies only to physical brick-and-mortar stores. This is incorrect. Courts have increasingly interpreted Title III of the ADA to apply to websites, viewing them as “places of public accommodation.” If your online store prevents a person with a disability from browsing products, understanding policies, or making a purchase, you are effectively discriminating against them.
The consequences of ignoring ADA compliance are steep. Beyond the potential for five-figure settlements and legal fees, businesses face the cost of emergency remediation and reputational damage.
Missing Alt Text
The “Silent” Offender: Why Alt Text Matters
The primary offender identified in our video analysis was missing Alt Text (Alternative Text). Alt Text is a brief written description of an image embedded in the HTML of a webpage. It serves two critical functions:
Accessibility: It tells screen reader users what is on the screen. For a store selling bedding, good Alt Text would read: “White Egyptian cotton duvet cover with satin trim on a king-sized bed.”
SEO (Search Engine Optimization)
Search engines like Google cannot “see” images; they read text. Proper Alt Text helps search engines understand your content, which can actually improve your rankings for specific product keywords.
When you neglect Alt Text, you aren’t just risking a lawsuit; you are actively hurting your SEO and ignoring a significant portion of the market that relies on assistive technology.
How to Fix Alt Text on Shopify
If you are running a Shopify store, the platform makes it relatively easy to address this issue, you just have to make it part of your workflow. Shopify has built-in features to help you maintain ADA compliance regarding images.
Based on a your website Step-by-Step Guide:
Log in to your Shopify Admin.
Go to Products: Select the product you want to edit.
Select Media: Click on a product image to open the preview.
Add Alt Text: Look for the “Add alt text” link or the “Edit alt text” option.
Be Descriptive: Write a clear, concise description of what the image shows. Do not just stuff keywords in there; describe the visual aspects.
Bad Example: “Sheets sale luxury.”
Good Example: “Floral pattern sateen sheet set in blush pink.”
Save: Ensure you save your changes.
Repeat this process for every image on your site, including blog post images and banner graphics.
Auditing Your Store
How do you know if your store is at risk? As demonstrated in our video, you cannot rely on a visual check. You need data.
We recommend performing manual audits along with using tools like to run a free scan of your website. These tools simulate how a screen reader interacts with your code and will flag errors such as:
Missing Alt Text
Low color contrast (text that is hard to read against the background)
Empty form labels
Broken navigation links
Conclusion
The lawsuit against Between the Sheets Inc. is a reminder that in 2025, accessibility is a requirement, not a feature. For Shopify merchants, the tools to achieve compliance are readily available, but they require diligent application.
Don’t wait for a demand letter to land in your inbox. Take the time to audit your site, populate your Alt Text, and ensure your digital storefront is welcoming to everyone. Not only will you protect your business from legal risks associated with ADA compliance, but you will also create a better, more inclusive experience for all your customers.
To watch the full analysis of the Between the Sheets Inc website, check out the video from ShopAccessible.com here: BetweentheSheetsinc receives ADA Lawsuit? Alt Text Warning 🚨
