Retail Industry Fails Accessibility Test: 75% Lack Image Descriptions, 30% Fail Keyboard Navigation
Alarming findings reveal that the retail industry is falling short in providing accessible online experiences. More than three-quarters of retail pages lack clear image descriptions, while nearly one-third fail basic keyboard navigation. This leaves a significant number of potential customers unable to fully utilise these platforms, leading to frustration and lost sales.
Retailers are urged to address these issues proactively to reduce customer dissatisfaction and mitigate business risks. In recent years, major US retailers like Walmart and Amazon have faced numerous accessibility lawsuits due to digital barriers, with the United States being a particular hotspot for such legal actions. The European Accessibility Act (EAA) now in effect further emphasises the need for global retailers to ensure their digital experiences work for all users.
Focusing on revenue-critical journeys such as product pages, carts, and checkout flows can be a starting point for retailers. On average, retail websites have more than 350 accessibility issues per page, the highest of any industry. Addressing these will not only improve user experience but also help retailers tap into the 80% of customers who prioritise the experience a company provides as much as its products.
The retail industry must prioritise accessibility to avoid potential litigation, reputational harm, and cart abandonment. By addressing issues such as lack of image descriptions, poor keyboard navigation, and missing link context, retailers can create more inclusive online shopping experiences, benefiting both customers and businesses.
