Research has indicated that accessibility issues are causing shoppers to abandon online purchases during the busiest retail periods of the year. The research, conducted by AccessiWay, highlights how design and accessibility barriers shape online behaviour and suggests that improving accessibility could make Black Friday and January sales more profitable for businesses.
Among shoppers with disabilities, 76% report that accessibility barriers would prevent them from shopping online during peak sales, and 80% experience difficulty using websites, apps, or digital services due to design or accessibility issues.
Accessibility challenges can affect anyone at some point in life, whether due to temporary injuries, pregnancy, or age-related changes, making this a widespread concern.
More broadly, over half (57%) of UK consumers say accessibility issues would put them off shopping online during major sales events, with the most common problems being small text, confusing navigation, and slow-loading pages. Gen-Z shoppers are the most affected, with 76% saying accessibility barriers would deter them, compared with 57% of Millennials.
It also revealed that experiences of accessibility barriers vary widely across the UK, with 67% of London shoppers and 62% of Scottish shoppers stating that these issues would deter them from buying online, compared with just 32% in Northern Ireland.
The research shows that women are more affected than men during peak shopping periods, with 63% of women saying accessibility problems would discourage them from shopping online, compared with 51% of men.
Women are also more likely to struggle using websites, apps, or digital services overall, with 65% reporting difficulties versus 56% of men.
The survey found 58% of respondents support stronger regulation for accessible digital services. This comes at a critical time as the EU’s European Accessibility Act (EAA), effective June 2025, sets new global standards, requiring UK businesses serving EU customers to meet higher usability and inclusive design criteria. Meeting these expectations is essential for businesses to remain competitive and inclusive in the evolving digital landscape.
Amit Borsok, CEO and Founder of AccessiWay, said: “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.”
Photo by Vitaly Gariev on Unsplash
