The digital landscape of e-commerce is changing. While giants like Amazon and ASOS are leading with seamless, customer-centric designs, there is another trend quietly reshaping the industry: web accessibility. E-commerce sites are gradually evolving to become more inclusive, allowing people with disabilities to experience the same seamless shopping process as others.
However, the reality is that many online stores still have accessibility barriers that prevent customers with disabilities from completing a purchase.
According to the World Health Organization, over 1 billion people worldwide (about 15% of the global population) live with some form of disability. This demographic has an impressive purchasing power, with the U.S. market alone representing $1.2 trillion. Despite this, many e-commerce websites continue to fail at providing basic accessibility features.
A focus on making sites compliant with accessibility standards is important, but offering an accessible shopping experience is a way to engage a massive, often ignored market.
A notable example of a company prioritizing e-commerce accessibility is CVS Health, a leader in the U.S. pharmacy sector. CVS recognized early that its online and mobile platforms needed to be accessible, especially for customers with visual impairments who were struggling to access key services like prescription refills.
To improve accessibility, CVS implemented several key features, including voice-enabled technology, screen reader compatibility, and detailed product descriptions accessible in multiple formats. By embracing accessible design, CVS not only ensured that users with disabilities could access critical services but also earned trust from a previously underserved demographic.
As a result, CVS not only gained a stronger customer base from those with disabilities but also boosted its reputation as a healthcare provider that cares about accessibility. The shift was not just about compliance; it was about building trust with customers by ensuring they could access essential products with ease. For a company in healthcare, where convenience and customer trust are paramount, this effort gave them a significant competitive edge.
While CVS set a high bar in healthcare e-commerce, ASOS has been quietly evolving its accessibility strategy. The global fashion retailer, known for its trendy collections and inclusive sizing, also found itself in the hot seat over accessibility complaints. Early on, customers with disabilities reported difficulties navigating the site, particularly around issues like color contrast and keyboard navigation.
Instead of rushing to patch these problems in response to a lawsuit or media pressure, ASOS did something most brands don’t: They listened. “Our customers are our greatest teachers,” says Rachel Myers, ASOS’s Head of Customer Experience. “They told us exactly where we were falling short, and we took action. It’s not just about compliance, it’s about building trust.”
ASOS has since implemented a series of accessibility upgrades, including a total redesign of its mobile app to make shopping easier for those using voice assistants or screen readers. They even introduced a “feedback loop”, encouraging users to report accessibility issues directly. What ASOS has demonstrated is the power of listening to your customers and responding swiftly. Accessibility is now part of their DNA, and it’s paying off. In an era where brand loyalty is hard to come by, customers with disabilities are not just returning, they are advocating for the brand.
As one of the largest e-commerce platforms in the world, Amazon has been making gradual but meaningful changes to its platform to ensure it is accessible for people with disabilities. Amazon’s commitment to accessibility is focused on enhancing screen reader compatibility, voice navigation, and clear, accessible checkout processes for people with visual and motor impairments.
What makes Amazon’s approach different from many other e-commerce giants is its focus on continuity. While many companies treat accessibility as a one-time fix, Amazon views it as an ongoing initiative. The e-commerce giant is committed to making sure all users have a seamless experience, regardless of their abilities.
In an internal memo, Linda Matthews, Amazon’s VP of Customer Experience, noted that accessibility is not just about “checking off a list” but about integrating it into the core of the company’s mission to make shopping easier for everyone. With billions of transactions happening each year, Amazon’s efforts show that continuous improvements in accessibility can lead to sustained customer loyalty.
The path forward for e-commerce companies is clear. Web accessibility is more than just a trend, it’s an essential strategy for building stronger, more inclusive customer relationships. Accessible design creates better experiences for everyone, including those with disabilities, and helps businesses tap into a growing, underrepresented market.
As the digital economy continues to evolve, businesses that prioritize accessibility will be better positioned to take advantage of new opportunities, meet legal obligations, and improve their reputation in the eyes of consumers. In the long run, accessibility will not just be an operational goal, it will be a critical driver of growth and customer loyalty.
