From Cart Abandonment to Checkout: Why Accessible Retail Experiences Drive Loyalty and Revenue

She tried to shop in-store. She couldn’t. She tried your website. She still couldn’t. By the time she got to your competitor’s site, she was frustrated — but relieved when she could finally check out. 

And that $200 she was planning to spend with you? It’s now with your competitor. 

This isn’t a rare story. It’s a common reality for the millions of people with disabilities. For some, it’s a step at the front of a store. For others, it’s a website that doesn’t work with a screen reader or a checkout form that can’t be navigated with a keyboard. 

Here’s the thing: it’s not just one lost sale. It’s several. The disability community controls roughly $18 trillion in spending power. Excluding users with disabilities (whether intentionally or not) can mean thousands of dollars in lost sales and higher legal risk. 

But there’s good news. These sales don’t have to be lost. Accessibility barriers that block customers can be removed, creating an online store that’s accessible for all users and turning customers into loyal fans. 

In this guide, retailers will learn how to get there by:

• Understanding what accessibility in retail spaces looks like.

• Learning which accessibility compliance laws must be adhered to.

• Finding the roadblocks standing between customers and checkout.

• Building online and offline experiences that work for everyone.

By the end, a clear plan to make e-commerce stores more accessible — and more profitable — will be revealed.

Accessibility Compliance: What Every Retailer Should Know

Creating accessible retail spaces both online and offline is a legal requirement — not just in the U.S., but worldwide. 

When businesses miss the mark, the consequences go beyond frustrated customers. Non-compliance can lead to demand letters, fines, penalties, even lawsuits — not to mention the PR headache that follows. Even if legal trouble never occurs (which is not a risk worth taking, considering the more than 7% increase in ADA lawsuits in the last year, particularly against retailers), inaccessibility costs you in other ways. Lost customers, lower trust, damage to your brand reputation — just to name a few. 

There’s an easy way to get ahead of all this: Understanding what’s required of you and putting accessibility at the center of your retail strategy. Let’s break down the accessibility laws that impact your business the most.

The Americans with Disabilities Act 

The Americans with Disabilities Act (ADA) is a landmark civil rights law that prohibits discrimination against individuals with disabilities. For retailers, Title III of the ADA is the section to pay attention to: it requires that any business open to the public — including brick-and-mortar stores and e-commerce websites — must be accessible.

That means:

• Physical spaces should have features like step-free entrances, clear aisles, and accessible checkout counters.

• Digital storefronts should work with screen readers, allow keyboard navigation, and provide clear, usable forms and checkout processes.

We’ll explore these requirements in more detail below.

In short, Title III of the ADA ensures that customers with disabilities can shop independently and comfortably, just like anyone else.

International Accessibility Standards

An important thing to note around retail accessibility laws: they don’t just exist in the U.S. There are numerous laws worldwide that retailers, regardless of where they’re located, are required to adhere to, including:

The Web Content Accessibility Guidelines

Recognized as the international standard for accessibility, the Web Content Accessibility Guidelines (WCAG) include specific criteria on how to make websites and mobile apps perceivable, operable, understandable, and robust for all users — including those with disabilities. 

In online settings, retailers should use WCAG as a blueprint for making sure their online stores are accessible, specifically WCAG 2.1 Level AA.

Accessibility for Ontarians with Disabilities Act (AODA)

The AODA is Ontario’s accessibility law and requires businesses to make their physical and digital spaces accessible, with phased deadlines depending on company size and sector. For retailers, this means meeting the accessibility standards included in WCAG 2.0 Level AA and providing accessible customer service, training, and feedback processes. 

European Accessibility Act

The European Accessibility Act (EAA) sets a harmonized standard for accessibility across the European Union. Retailers must ensure their digital platforms, payment systems, and customer interfaces meet accessibility requirements aligned with the POUR principles (which are similar to WCAG standards).

Stylized e-commerce browser with various pop-ups highlighting accessibility errors.

Retail Accessibility Online: From Product Pages to Checkout

Online shopping isn’t just a convenience option anymore — it’s the default. In 2024, e-commerce accounted for nearly 20% of all retail sales, and this percentage is expected to continue rising. For retailers, this shift means one thing: websites must work for everyone — including shoppers with disabilities.

So, where should retailers focus first? Start by ensuring these key accessibility features are in place:

Alt Text for Images

Missing alt text — a written description of images — is one of the top accessibility issues on retail sites today. According to our 2025 Digital Accessibility Index, the average retail page contains about 14 inaccessible images.

Here’s why it matters: shoppers who are blind or have low vision rely on screen readers to describe what’s on the page. If a product image is missing alt text, they can’t tell whether a pair of jeans is skinny or straight leg, or if the curtains they’re looking at are the right shade of blue. That makes them far more likely to abandon their purchase and shop with a competitor that does have clear, descriptive alt text. 

To avoid those lost sales, audit every image on your site — especially product images — and add alt text that is short, descriptive, and matches what a non-sighted shopper would want to know.

Accessible Videos

Aside from images, videos are one of the most popular ways retailers promote their offerings —  but they’re only effective if everyone can interact with them. Add captions, transcripts, and audio descriptions to every video so customers who are deaf, hard of hearing, blind, or have low vision can fully understand what’s being shown.

Don’t forget about controls, too. The play, pause, and volume buttons should all be keyboard and screen-reader-friendly. 

Checkout Process Accessibility

An inaccessible checkout process is like locking the doors of your store right before a customer is ready to pay. Ensure your checkout process can be completed without a mouse, that form fields are clearly labeled, and that error messages are announced clearly by assistive technology. 

For example, a shopper with low vision fills out their shipping address but accidentally mistypes their ZIP code. If the error message isn’t read aloud by a screen reader or isn’t entirely visible, they have no idea why they can’t check out — so they leave and buy elsewhere. 

Accessible checkout means fewer abandoned carts, more sales, and happier customers. 

Customer Service Chat Accessibility

Customer service goes a long way in retaining and acquiring customers — in fact, nearly half of customers are willing to pay more for products in exchange for better customer service. However, if support options aren’t accessible, the risk of losing customers is increased. 

Ensure your support options can be:

• Opened and navigated via keyboard commands and shortcuts.

• Read by a screen reader, with messages announced in real time. 

• Easily seen, with good color contrast and readable fonts.

Keyboard Navigation Requirements

Not everyone uses a mouse to navigate online spaces. Some shoppers rely on keyboards, switch devices, or adaptive technology. If websites don’t let them tab through menus or skip past navigation easily, it’s a dead end. 

Think of shoppers trying to select a size from a dropdown menu using their keyboard, but they get stuck on the first menu item with no way to move forward. The chances of them contacting customer service are low. Instead, they’ll just leave. 

Clear, logical keyboard navigation means more completed sessions and higher conversions.

Screen Reader Compatibility

For millions of shoppers, browsing sites isn’t about clicking or tapping — it’s about listening. Screen readers turn text, buttons, or images into speech or braille, guiding users through online stores. If a site isn’t compatible, it’s like giving someone a shopping map with no labels: confusing, frustrating, and impossible to follow.

Imagine a visually impaired shopper navigating product listings. Without proper labeling, “Add to Cart” buttons will sound like “Button. Button. Button. Button.” There’s no way to tell which product they’re selecting, and that shopper will likely leave — money in hand. 

To fix this, use semantic HTML, properly labeled buttons, and descriptive link text. Together, these elements turn websites from a frustrating maze into a smooth, intuitive shopping experience that keeps customers engaged and ready to buy.

Color Contrast

If text blends into the background, customers simply won’t read it. Period. Think about a clearance sale banner with red text on a pink background. It might look stylish, but for color blind or low-vision users, it’s invisible.

Ensure that all web elements (e.g., buttons, images, text, videos) have sufficient color contrast. WCAG recommends a minimum of 4.5:1 for normal text and 7:1 for larger text. Striking that balance makes content easier to read for everyone and ensures that marketing messages are actually seen. Use a color contrast checker — like this one from AudioEye — to help you create sufficient contrast.

Mobile App Accessibility

Roughly 30% of the digital population globally shops via mobile phones — accounting for 1.65 billion mobile shoppers. If mobile experiences aren’t seamless and accessible, retailers instantly cut off a significant portion of potential customers. 

Mobile accessibility isn’t optional. Ensure apps support screen readers, voice commands, high-contrast themes, and keyboard input from external devices. Not only does this help prevent lost sales, but it also fosters loyalty, reduces frustration, and enhances business-customer relationships. Below are a few ways in which retailers can improve mobile app accessibility:

Voice Control Integration

Voice shopping is growing — in the U.S. alone, 153.5 million people rely on voice assistants to help with daily tasks, including online shopping. If mobile apps can’t respond to users with mobility challenges, busy parents, or anyone multitasking, they’re shutting out a growing segment of customers. 

Integrating voice control isn’t just inclusive — it’s a competitive advantage that helps retailers capture sales others might miss. For example, if a busy parent juggling a toddler in one arm says, “Buy size six sneakers,” or someone with a physical disability says, “Search for formal winter attire," and the mobile app responds instantly, retailers get one step closer to winning a sale. 

Gesture Alternatives

Gestures like swiping, dragging, or pinching are all common on mobile apps, but they can lock out customers with limited dexterity or motor disabilities. A visually rich product carousel that requires a swipe to see additional images, for example, might exclude customers with limited mobility who can’t perform the swipe. Offering keyboard shortcuts, buttons, or voice alternatives ensures no one is excluded and no sale is lost.

Touch Targets

Tiny, closely spaced buttons aren’t just frustrating — they’re a barrier to completing a purchase. Even users without disabilities can mis-tap, but for someone with limited dexterity, these tiny touch targets can be entirely inaccessible.

Following recommended touch target sizes (at least 44 x 44 pixels) and spacing eliminates that frustration, lowering the chances of missed sales and dissatisfied customers.

An illustration of a brick-and-mortar store with an accessibility symbol on the roof.

Retail Accessibility in the Physical Store: Layouts, Displays, and Entrances

Despite the majority of e-commerce shopping happening online, in-store shopping is still very much alive, with 44% of consumers preferring to shop in-store. 

But if customers encounter barriers — from narrow aisles to inaccessible checkouts — they may leave frustrated, abandon their shopping trip, or even take their business to competitors. And just like digital accessibility, physical accessibility is also a legal requirement. 

Below, we’ll break down the key elements of accessible store design, from the exterior parking lot to product displays and checkout counters.

Exterior Accessibility

Accessible Parking Spaces

Accessible parking isn’t just about compliance — it’s the first touchpoint for shoppers. Ensure enough designated spaces close to the entrance, with clear markings and easy pathways to the store. 

Accessible Entrances

Automatic doors, ramps, and step-free entrances are accessible. Shoppers with mobility challenges shouldn’t have to struggle just to enter stores. Even shoppers without disabilities — such as parents with strollers or individuals using crutches — can struggle to navigate steep steps. 

Sidewalk and Pathway Considerations

Paths leading into stores should be wide, even, and free of obstacles. Uneven surfaces, cluttered walkways, or sudden steps can prevent shoppers from reaching doors safely.

Signage Visibility and Placement

Clear, high-contrast signs with readable fonts help everyone — especially people with visual impairments — find entrances, restrooms, and departments. Good signage reduces confusion, frustration, and lost sales. 

Interior Navigation and Layout

Aisle Width Requirements

Wide, uncluttered aisles allow wheelchairs, scooters, and strollers to navigate easily. Narrow aisles aren’t just inconvenient — they’re a barrier. 

Clear Sight Lines

Shoppers should be able to see where to go next. Avoid high displays or poorly placed signage that blocks visibility, particularly for people using mobility aids.

Emergency Evacuation Accessibility

Accessibility extends to safety. Make sure emergency exits are reachable for all customers, with clear signage and pathways that accommodate those with mobility impairments. 

Product Displays

Accessible Height Ranges for Products

Products should be within reach of shoppers in wheelchairs or those with limited mobility. Keep frequently purchased items at accessible heights to prevent frustration. 

Alternative Product Access Methods

Consider including tools like grabbers or staff assistance programs to ensure shoppers can reach items placed higher or deeper on shelves. 

Checkout

Accessible Checkout Counter Design

Counters should have sections at lower heights and enough knee clearance for wheelchair users. Accessible designs make completing a purchase seamless for all shoppers. 

Multiple Payment Method Accommodations

Offer varied payment options — touchless, chip, or mobile — with accessible devices at reachable heights. Ensuring that payment methods are usable by everyone prevents bottlenecks and abandoned purchases. 

Start with an Accessibility Audit

Barriers aren’t always obvious — until a customer hits them. An accessibility audit uncovers the issues before they turn into complaints, abandoned carts, or lost sales, giving retailers a clear roadmap for action.

Start with comprehensive audits of both online and physical spaces:

• Digital audits: Use automated tools, like AudioEye’s Web Accessibility Checker, to identify common accessibility issues, like missing alt text, low color contrast, or improper heading structure. Because automation can only detect common accessibility issues, conduct an expert audit with accessibility experts or members of the disability community to find and fix more complex barriers. The more comprehensive your online audit, the more accessible content will be for individuals with disabilities.

• Physical audits: Retailers with physical locations should conduct a similar audit on their storefront. Review aisle widths, signage clarity, checkout accessibility, parking spaces, emergency pathways, etc. Consider involving real people with disabilities for help in this step, as they can point out barriers that are harder to notice.

Set Priorities

With gaps identified, start where it matters most. Focus on high-traffic areas that directly impact the customer experience and sales:

• Online: Checkout processes, product pages, and search features.

• In-store: Entrances, high-demand aisles, and checkout counters.

Think of this as triage: fixing the biggest pain points first delivers quick wins, shows the impact of accessibility improvements and motivates teams to keep going. This also leaves room to plan for bigger accessibility improvements like updating code or rearranging storefronts. 

Train Teams Across the Organization

Accessibility isn’t just a web or facilities issue — it’s a team-wide commitment. Every staff member, from associates to merchandisers to developers, plays a role. 

Consider holding accessibility training that covers:

• Understanding the disability community and disability types.

• Accessible design and development best practices.

• Creating an ongoing strategy for continuous accessibility.

When everyone understands their role, accessibility becomes a part of everyday operations, not just a one-off project.

Maintain and Monitor Accessibility

Accessibility is never finished. Websites update, store layouts change, and new products are introduced — each change can inadvertently create new barriers. 

Regular accessibility audits, customer feedback, and monitoring tools help catch issues before they impact shoppers (or result in a potential lawsuit). Maintaining accessibility ensures compliance, protects the brand, and keeps customers engaged, making shopping a seamless and stress-free experience for all. 

Isometric illustration of an online store interface with a storefront awning, displaying two shirts against a purple and teal gradient background.

3 Retailers that Got Accessibility Right

Accessibility can feel overwhelming — especially for those just getting started. And with the legal, financial, and reputational stakes so high, it’s understandable that many businesses feel paralyzed about where to begin.

Here’s the good news: building an accessible e-commerce and in-store experience isn’t as daunting as it seems. In fact, the payoff can be huge — from stronger customer loyalty to measurable revenue growth.

The examples below highlight retailers who made accessibility a priority and saw the rewards. By designing with inclusion in mind, they opened doors to underserved audiences, strengthened brand trust, and set themselves apart from the competition. 

Target

Target recently announced a “first-of-its-kind” accessible self-checkout solution designed with input from the blind community, complete with tactile controllers, Braille labels, audio prompts, and a headphone jack with adjustable volume. 

In an early pilot, over 100 stores have already installed the tech — part of a nationwide rollout expected to continue through early 2026. Target stated that the rollout is more than just accessibility and being compliant — it’s about offering “joy, independence, and change” for customers who often navigate barriers alone.

Microsoft

Microsoft has long embedded accessibility into its product development, from including accessibility-check features in Microsoft 365 to improve screen reader support across Office applications. By making accessibility part of the core architecture, they lower long-term refactoring costs and reduce friction for users with disabilities — keeping them in the Microsoft ecosystem.

Walmart

Walmart is currently pushing what it calls Adaptive Retail — blending online, offline, and accessibility in a unified experience. Some of the new features Walmart has introduced include:

• Aira visual interpreting service: Walmart offers free access to Aira, a visual interpreting service for blind and low-vision customers, assisting them in navigating stores and identifying products.

• Sensory-friendly shopping hours: The company has introduced sensory-friendly shopping hours, adjusting lighting and reducing noise to create a more comfortable shopping environment for individuals with sensory sensitivities. 

• Accessibility Center of Excellence (ACE): Walmart established CE to coordinate accessibility efforts across digital and physical platforms, ensuring consistent and inclusive customer experiences. 

In short, each of these retailers demonstrates that accessibility is not just a compliance cost — it’s an investment that creates stronger brand loyalty, drives better operational gains (e.g., faster checkout, fewer support calls), and protects and strengthens their reputation in an era where consumers care about inclusion.