Digital accessibility challenges are deterring UK consumers from completing online purchases during peak shopping seasons, new research by European accessibility provider AccessiWay has revealed. The findings coincide with the United Nations’ International Day of Persons with Disabilities, which highlights inclusion and accessibility across all aspects of society.
According to the study, 76% of shoppers with disabilities say that accessibility barriers would prevent them from buying online during major sales events such as Black Friday or January promotions. A further 80% report difficulty using websites, apps, or digital services due to design flaws or poor accessibility.
Accessibility challenges extend beyond permanent disabilities, the report notes, affecting people with temporary injuries, pregnancy-related limitations, or age-related changes. Overall, 57% of UK consumers say accessibility issues would deter them from online shopping during major events — with small text, confusing navigation, and slow-loading pages among the most common complaints.
Younger consumers appear particularly affected: 76% of Gen Z shoppers say accessibility problems would put them off buying online, compared with 57% of Millennials. Regional differences were also recorded, with 67% of London shoppers and 62% of Scottish shoppers reporting deterrence from accessibility barriers, compared with just 32% in Northern Ireland.
The study also found a gender divide. Women are more likely than men to encounter difficulties using digital platforms, with 63% of women saying accessibility problems discourage them from shopping online, compared with 51% of men. Overall, 65% of women report difficulty using websites and apps, versus 56% of men.
AccessiWay’s research suggests the economic opportunity of improving digital access is substantial. On a day when global attention turns to inclusion and equality, the company warns that many businesses underestimate how often customers quietly abandon their sites due to inaccessibility.
Amit Borsok, CEO and Founder of AccessiWay, said: “Our research shows just how widespread the issue is. 57% 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.”
More than half of respondents — 58% — said they support stronger regulation for accessible digital services. The finding comes ahead of the EU’s European Accessibility Act, which will take effect in June 2025, setting new standards for inclusive design. UK businesses that serve EU customers will need to ensure compliance or risk losing competitiveness.
As the retail sector prepares for the next cycle of sales events, AccessiWay’s data underscores that accessibility is not just a matter of compliance, but of customer experience — and, increasingly, commercial performance.
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