Disabled shoppers face barriers despite new EU law

Nexer Digital has published research showing that disabled consumers still face major barriers in retail, financial services and travel, as the European Accessibility Act reaches its first year in force.

Based on UK consumer research, interviews and accessibility audits, the report found that 87% of disabled consumers cannot complete a typical retail journey independently. It also found that 81% struggle to complete online transactions, while 38% abandon purchases at checkout because of accessibility barriers.

The study points to problems at each stage of the customer journey. Among respondents, 62% said they encountered inaccessible website content, while 55% cited confusing navigation and intrusive pop-ups when browsing. It found that 79% found browsing difficult and 81% said selecting an item was difficult or impossible.

Checkout emerged as a particular weak point. Inaccessible CAPTCHA tests and complex verification steps were among the reasons 81% of disabled consumers struggled to complete transactions. Even after making a purchase, one in 10 said they could not access the support they needed.

The findings suggest many consumers are adapting their behaviour rather than reporting problems. Just 13% of participants were able to complete the full journey independently without difficulty, while 88% said they relied on workarounds or compromises to complete everyday tasks.

During browsing, 45% said they asked someone they know for help and 26% switched to a competitor. At the checkout stage, 43% said they relied on others to complete a transaction and 38% abandoned it altogether.

Only 9% said they contacted customer support and 4% said they reported a problem, meaning most accessibility barriers remain largely unseen by the businesses creating them.

Commercial cost

The report links those barriers to lost sales and weaker customer loyalty. It found that 87% of participants said they avoid, or would avoid, a brand after experiencing accessibility issues, while 74% said they have told, or would tell, others to avoid a business.

By contrast, respondents said accessible services improve repeat business. The research found that 98% of customers are more likely to buy again from brands that meet their access needs, 81% would recommend them to others and 57% said they would spend more.

The research also highlights the personal impact of inaccessible services. Respondents said barriers often affect independence, dignity and privacy, especially when they are forced to ask others for help with shopping, payments or support.

Participants also described a marked emotional impact. The report found that 88% felt frustrated when encountering accessibility barriers, 69% felt excluded, 54% felt angry and 37% felt anxious.

Hilary Stephenson, managing director of Nexer Digital, set out the company's view of the findings.

"Too many disabled customers are still being forced to work harder than everyone else just to do ordinary things such as browse, compare, buy, pay and get support afterwards.

"This is not a marginal issue. It is a design failure with real human and commercial consequences. What this research shows clearly is that when accessibility is overlooked, customers do not complain, they leave. And when they leave, they often do not come back.

"Many of the issues we see, from missing alternative text and inaccessible forms to poor colour contrast and keyboard traps, are not new. The issue is not a lack of solutions. It is a lack of prioritisation. Accessibility is still too often treated as an afterthought, when it should be built in from the start," Stephenson said.

Sector gaps

The study covered retail, financial services and travel, which it identified as sectors where disabled people often encounter the greatest difficulty. Retail was described as the worst performer, with 65% of disabled people reporting barriers in the past year, compared with 33% in financial services.

Travel also showed high levels of dissatisfaction. More than half of respondents, or 56%, said they were unhappy with their journeys and reported making far fewer trips than the national average.

Early obstacles such as inaccessible booking tools often led customers to switch providers, the report found. Later problems, including issues with tickets, boarding and wayfinding, could result in journeys being abandoned or completed only with staff assistance.

Mike Adams, founder of Purple Tuesday, said the findings reflected the experience of many disabled consumers.

"This report speaks to the lived experience of so many disabled customers. I can see and hear my voice around the unnecessary barriers put in place by businesses who don't understand the power of the Purple Pound and the straightforward solutions that can be put in place to unlock the disability market.

"It is exactly the reason I set up Purple Tuesday to support businesses to better understand both digital and physical accessibility and provide disabled people with a good customer experience, which is the key to brand loyalty.

"The report sets out the issues and clear recommendations for businesses wanting to go on their own inclusive journey. As a disabled customer, I am asking you to read and adopt the recommendations. It makes commercial and social common sense," Adams said.

The European Accessibility Act was introduced to improve access to key products and services for disabled people across the EU. Nexer Digital said its findings indicate that many online barriers remain widespread despite that regulatory backdrop.

The report also pointed to examples of progress at companies including M&S, Primark, Tesco, IKEA, Co-op and Auto Trader.

"The first anniversary of the European Accessibility Act is an important moment for businesses to assess whether accessibility is genuinely embedded in their customer experience.

"We are calling on retailers and service providers to move beyond compliance and treat accessibility as a core part of customer experience. Those who do will not only meet legal obligations but also unlock new markets, reduce abandonment and build stronger, more resilient brands," Stephenson said.