Retailers that prioritize digital accessibility see financial gains, with 60% of retailers reporting increased customer loyalty due to usability improvements on their websites and apps.

Software Advice’s latest report highlights a significant gap between best practices for digital accessibility and the current state of accessibility on most retail websites. Software Advice’s Digital Accessibility Survey, which gathered insights from over 2,500 global ecommerce professionals, reveals that while some accessibility features such as dark mode and voice-to-text have become mainstream, critical features for users with disabilities are often neglected. This oversight is not just a social issue and a legal liability, but a missed business opportunity as well.

The report shows that over half (60%) of retailers who have implemented digital accessibility features report increased customer loyalty, and 37% of these retailers have seen a boost in revenue or conversions. Making websites and apps more accessible not only benefits people with disabilities but also enhances the overall user experience, leading to increased customer satisfaction and retention.

Despite the benefits of improving the user experience for their websites, only 34% of retailers are using a mix of in-house and outsourced resources to enhance their digital accessibility. The stakes for not providing an equitable customer experience are high: Over half of retailers believe their company could lose customers if they do not improve digital accessibility within the next 12 months.

Retailers who do offer accessibility features are tracking various key performance indicators (KPIs) to measure the impact of their efforts, including customer feedback, site traffic, and help desk analytics. These metrics are crucial for understanding the return on investment and ensuring that the improvements are making a tangible difference.

“Digital accessibility is not just about compliance but about tapping into a huge, loyal audience. There are over a billion people with disabilities worldwide, many of whom rely heavily on online shopping,” says Molly Burke, senior retail analyst at Software Advice. “By neglecting digital accessibility, retailers are missing out on this substantial and loyal customer base.”

Consumers, especially younger generations, increasingly align themselves with brands that demonstrate genuine efforts toward social issues, including accessibility. Retailers risk damaging their reputation if they fail to meet accessibility expectations. Investing in digital accessibility now can prevent costly, retroactive fixes and protect against public backlash.

Retailers looking to improve digital accessibility should focus on key areas such as improved product information, site navigation, customer service, and payment processing. Following best practices from the Web Content Accessibility Guidelines (WCAG) can help ensure that websites and apps are usable for everyone.

Burke says, “Neglecting digital accessibility is not just a missed opportunity for revenue growth but also a failure to support an inclusive society. Retailers that commit to improving digital accessibility can unlock significant business benefits while making a positive social impact.”

For more detailed findings, expert analysis, and recommendations on implementing digital accessibility tools, access the full report on Software Advice.

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