Website accessibility barriers drive UK shoppers to abandon sales

New research indicates that accessibility barriers on retail websites are causing a significant number of UK shoppers to abandon online purchases during critical sales periods.

Widespread impact

The findings show that 76% of shoppers with disabilities report accessibility issues prevent them from completing purchases during peak online sales events such as Black Friday and January sales. More broadly, 57% of all UK consumers say accessibility problems would discourage them from shopping online at these times. The research highlights small text, confusing navigation, and slow-loading pages as some of the most common obstacles encountered.

Demographic variations

Experiences with accessibility barriers are not uniform across the country. In London, 67% of shoppers say they would be deterred from making online purchases due to these issues, while 62% of Scottish shoppers express similar concerns. This is notably higher compared to Northern Ireland, where only 32% report accessibility as a deterrent.

A gender gap is also evident in the responses. The research found 63% of women are discouraged from online shopping by accessibility problems, compared with 51% of men. Additionally, 65% of women said they struggle with websites, apps or digital services overall, compared to 56% of men.

Generational concerns

Generational differences emerged from the findings, particularly among younger shoppers. 76% of Generation Z respondents reported that accessibility challenges would put them off shopping online during key sales events, compared to 57% of Millennials. These figures indicate that younger consumers may have a heightened sensitivity to usability and design issues on retail platforms.

Business implications

The commercial impact is underscored by the spending power of the 14 million UK residents with disabilities, estimated at GBP £274 billion. Accessibility challenges frequently go unreported, as consumers often abandon their transactions without notice. This represents a missed opportunity for retailers, especially during high-traffic shopping periods.

"Our research shows just how widespread the issue is. Fifty-seven percent of UK shoppers say accessibility problems would put them off buying during major sales periods like Black Friday, and Gen Z are the most likely to abandon a purchase. Many businesses don't realise this is happening because customers simply move to a competitor without reporting the problem.

Accessibility is a legal requirement across the UK, EU and many other markets, and a fundamental right for users with disabilities. Organisations that prioritise it are seeing clear benefits, including stronger online visibility, improved SEO performance and a more user-friendly experience for every customer," said Amit Borsok, CEO and Founder, AccessiWay.

Regulatory changes

The research notes growing support for stronger regulation on website and digital accessibility. 58% of respondents favour stricter rules for accessible digital services. The European Accessibility Act, coming into force in June 2025, will introduce new standards for digital inclusivity. This will affect UK businesses serving EU-based customers, requiring higher usability and inclusive design standards akin to data protection rules introduced by the GDPR.