Retail websites worst for accessibility, report finds

Retail websites are the worst-performing sector for digital accessibility, according to new findings from WebAIM and Nexer Digital. Shopping sites record 27% more accessibility errors than the average website.

The latest WebAIM Million 2026 report analysed the homepages of the world's top one million websites. It found an average of 56.1 accessibility errors per page, up from 51 a year earlier. Across all sectors, 95.9% of pages failed to meet basic WCAG 2 A or AA accessibility standards.

Shopping websites were a particular weak point, averaging 71 accessibility errors per page. That puts retail at the bottom of WebAIM's sector rankings, reflecting the strain that image-heavy pages, layered navigation and interactive shopping tools can place on accessible design.

Nexer Digital's research into online shopping behaviour points to the same pattern. In its Hidden Journey study, 79% of disabled users said they struggled to browse products, 81% found selecting items difficult or impossible, and 81% struggled to complete transactions.

Common Barriers

WebAIM identified low-contrast text as the most common issue, appearing on 84% of homepages. Missing alternative text for images appeared on 53% of pages, while 51% had unlabelled form inputs, 46% contained empty links and 31% included empty buttons.

On shopping sites, these faults can create repeated points of friction, as consumers rely on images, search tools, filters, forms and buttons to move from browsing to payment. The report suggests the problem is not confined to checkout pages but can affect users throughout the buying process.

Page design has also become more complex. WebAIM found that the average homepage now contains 1,437 elements, including images, buttons and links, a 22.5% increase in a year. Almost 4% of all page elements contain an accessibility error, meaning users face a barrier on roughly one in every 26 elements.

The data also highlighted growth in imagery. Homepages now include an average of 66.6 images per page, and more than one in four still have missing or inadequate alternative text. Many of those images are also used as links, creating additional problems for screen reader users.

User Impact

Hilary Stephenson, Managing Director of Nexer Digital, said: "Retail is built around browsing, comparing and making quick decisions. But when accessibility barriers appear early and often, that experience becomes tiring and frustrating.

"For many disabled users, it's not one major failure that stops them completing a purchase. It's the accumulation of small issues, such as unclear buttons, missing labels and poor contrast, that gradually erodes confidence and makes people abandon the journey altogether.

"What's often overlooked is that this is also a significant commercial issue. Retailers that fail to cater for disabled shoppers are missing a major business opportunity. 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."

The findings come as businesses face growing pressure to improve access to digital services. Accessibility standards such as WCAG set out baseline requirements for usable websites, but the figures suggest many large consumer-facing sites still fall short of basic measures.

For retailers, the commercial effect may extend beyond compliance. Online stores compete on ease of use, speed and convenience, and repeated barriers during product discovery or payment can push shoppers to abandon baskets or switch brands. Disabled consumers may be affected most sharply, but many of the issues flagged in the data, such as poor contrast, vague buttons and unlabelled forms, can also hinder a wider range of users.

The pattern also points to a structural problem in web development. As homepages become denser and rely more heavily on visual merchandising, embedded functions and dynamic elements, accessibility issues can multiply if they are not addressed early in design and testing.

Stephenson added: "Retailers are investing heavily in digital experiences, but accessibility is still not being treated as a core requirement. These are not complex problems to solve, but they are being repeated at scale.

"With legislation like the European Accessibility Act now in force, businesses need to act. But beyond compliance, this is about creating experiences that work for everyone and ensuring customers are not excluded from participating in everyday digital life."