Retailers risk excluding millions of customers ahead of the UK’s busiest online shopping period thanks to critical accessibility issues with their websites, according to new research.
A study from digital accessibility specialist Level Access looked at the homepages of the UK’s top 100 retail websites and found that a shocking 84% contain critical accessibility issues. Not only does this risk potentially excluding millions of users with disabilities from engaging with brands during the Golden Quarter, but it’s also a compliance issue. The study found that every homepage tested violated at least one requirement of the Web Content Accessibility Guidelines (WCAG) 2.1 Level AA, the global standard for intermediate digital accessibility.
Common issues included missing descriptive names for links and buttons, poor text contrast, incorrect heading structures, missing alt text for images, and unlabelled navigation regions – all of which can make websites difficult or impossible to use for people relying on assistive technologies. With the European Accessibility Act (EAA) now enforceable, companies serving EU customers face potential fines or market bans if they fail to meet digital accessibility standards.
Beyond compliance
Beyond compliance, excluding shoppers ahead of the busiest period in the retail calendar is, clearly, bad for business. “Failure to create accessible digital experiences isn’t just a legal issue – it’s a competitive disadvantage,” says Russell Webb, VP of Europe at Level Access. “Brands that neglect accessibility are excluding a significant portion of their potential customer base.”
According to the Office for National Statistics, 16 million people in the UK live with disabilities. Inaccessible websites can alienate these users, impacting sales, customer retention, and brand loyalty.
Level Access works with retailers globally to improve accessibility. One example is Honeylove, a shapewear brand that partnered with Level Access to fix 99% of its website issues. “Our partnership ensures that everyone who visits our site has an exceptional experience,” said Samara Bekkering, Supervisor of Customer Experience at Honeylove.
As retailers prepare for the Golden Quarter, the stakes are high. New data from Salesforce is forecasting a whopping $1.25 trillion (£889 billion) in digital sales for the holiday season, an increase of 4% YoY. Competition among retailers has never been more fierce.
“Digital accessibility ensures an equitable experience for all shoppers,” Webb added. “If retailers want to maximise their total addressable market during peak season, creating inclusive digital experiences is no longer optional – it’s essential.”
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