Retail websites rank among the least accessible for disabled users, according to new research. Shockingly, 63% of retail websites need accessibility improvements in 2026, or risk excluding users with disabilities.
The State of Accessibility Report, published by brand communications agency Warbox, analysed Google Accessibility Scores for more than 1,200 UK websites across 14 sectors, and found that retailers were among the worst performers. Travel and tourism websites were the least accessible overall, with 79% failing to meet accessibility standards, while hospitality followed closely at 70%. By contrast, local councils had the most accessible websites, with only 8% needing improvement – likely due to legal requirements to comply with WCAG standards.
How websites exclude disabled users
Around one in four adults in the UK is disabled, including millions with visual, hearing, or cognitive impairments that make inaccessible websites difficult or impossible to use. Common accessibility barriers include small font sizes, low colour contrast, and poorly labelled forms, which can prevent users from completing purchases or accessing essential services online.
Not only do inaccessible retail websites make life harder for people with disabilities, who may struggle with tasks such as grocery shopping, but the charity Scope says that 49% of working-age adults feel excluded from society because of their condition or impairment.
Tania Gerard, accessible marketing consultant and founder at Tania Gerard Digital, is neurodivergent, and has experienced this. “I’ve abandoned the checkout many times if I’ve found it difficult to make a purchase,” she said. “When accessibility is poor, customers don’t just leave a website; they form a lasting impression of that brand. It tells them the brand hasn’t considered their needs, which erodes crucial trust. Accessible design isn’t just about the compliance side, it’s about showing people they matter.”
The legal position
Under the Equality Act 2010, all businesses that provide goods or services – including online retailers – are legally required to make ‘reasonable adjustments’ to ensure their services are accessible to people with disabilities. This duty applies proactively: it’s not enough to wait until a disabled person complains. The law imposes an ‘anticipatory duty’, meaning organisations must consider and remove potential barriers in advance, rather than reacting after problems arise.
Despite this, many retailers are falling behind – as the Warbox research demonstrates. “The Website Content Accessibility Guidelines were published over 25 years ago, yet many brands are still struggling to provide an inclusive online experience,” said Mark Fensom, director at Warbox. “Creating an accessible website doesn’t have to be expensive, and it should be built in from the start. Some simple changes like adding image and video descriptions, making sure buttons are easy to spot, and forms have the right labels, are a good place to start.”
He points out that, for retailers, there’s a strong business argument for ensuring their websites are accessible to disabled users. Scope estimates that the spending power of disabled people and their families is worth around £274 billion a year to UK businesses. A recent survey found that 80% of people believe brands could be missing out on millions from consumers with disabilities.
“As more businesses shift to ecommerce and the search landscape evolves, accessibility is even more important to reaching customers and creating memorable, positive experiences,” Fensom said. “Ultimately, it’s a brand’s duty to champion website accessibility for their customers.”
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