Retail websites are the poorest performers for digital accessibility, with new research showing they are significantly more difficult for people with disabilities to use than the average website.
The latest WebAIM Million 2026 report, which analysed the homepages of the world’s top one million websites, found that retail sites average 71 accessibility errors per page — 27% higher than the cross‑sector average of 56.1 errors. The overall figure has increased from 51 errors per page in 2025, suggesting that accessibility has worsened, not improved, as retailers increasingly rely on complex layouts and interactive elements to enhance their websites. While this may improve the digital journey for able-bodied users, WebAIM’s findings suggest it can make accessibility much more difficult for users with disabilities.
The most common accessibility barriers
The most common barriers found across homepages include low‑contrast text, present on 84% of pages, missing alternative text for images (53%), unlabelled form inputs (51%) and a high number of empty links (46%) and buttons (31%). These issues are particularly problematic for retail users, where images, filters and forms are critical to browsing products and completing purchases.
Homepage complexity is also increasing. Pages now contain an average of 1,437 elements, including images, buttons and links — a 22.5% increase year‑on‑year. Almost 4% of all elements contain an accessibility error, meaning users encounter a barrier on roughly one in every 26 elements.
The report also highlights a sharp rise in imagery, with pages now featuring an average of 66.6 images. More than one in four still lack adequate alternative text.
Dovetailing with WebAIM’s findings, Nexer Digital’s Hidden Journey research found that 79% of disabled users struggle to browse products, while 81% find it difficult or impossible to select items and complete transactions. Their research also supports findings in The State of Accessibility Report, published by brand communications agency Warbox last December, which state that 63% of retail websites need accessibility improvements in 2026, or risk excluding users with disabilities.
A significant problem for retail
Hilary Stephenson, managing director of Nexer Digital, said the accumulation of small accessibility issues can quickly derail the shopping experience – causing problems for retailers from a commercial as well as an inclusivity point of view. “Retailers that fail to cater for disabled shoppers are missing a major business opportunity,” she said. “Our research shows that people are unlikely to return after a poor experience, but when brands get accessibility right, they build strong, lasting customer loyalty.”
Digital accessibility is more than just a ‘nice to have’ – it is increasingly being backed up by legislation. With the European Accessibility Act now in force, retailers must prioritise accessibility to meet regulatory requirements – but WebAIM and Nexer Digital also highlight the importance of creating digital shopping experiences that are inclusive and commercially sustainable. “Beyond compliance, this is about creating experiences that work for everyone and ensuring customers are not excluded from participating in everyday digital life,” Stephenson said.
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