According to research conducted by Nexer Digital, more than eight in 10 customers with disabilities fail to complete desired online shopping activities as a result of accessibility challenges. According to the study, 81% of shoppers with disabilities experienced challenges while shopping online. Out of this number, 55% said browsing websites was challenging as a result of pop-ups and navigation tools that lacked accessibility for disabled persons.
Nexer Digital’s managing director Hilary Stephenson said that lots of disabled people are being compelled to do so much more in order to undertake mundane tasks like browsing, comparing products, and buying and paying for products, whether they are shopping online or offline. Getting needed support after completing their purchase is also problematic due to accessibility challenges.
Stephenson says that their findings don’t stem from marginal issues. Rather, the results of the research show that the failures originate from shortcomings in website design and this carries real commercial and human effects.
From the research, it is clear that each time attention isn’t given to matters of accessibility, customers hardly complain but they just leave. Once such customers leave, they never come back and that costs the business a lot in terms of the reputation of the business and the revenue lost. Addressing accessibility issues therefore serves both human and business interests.
The report written by Nexer examined three sectors: travel, financial services and retail. Out of those three, retail was flagged the most in terms of the accessibility challenges that shoppers face. 55% of respondents complained about the retail sector.
The data revealed that in retail, each step of the journey had obstacles that people with disabilities couldn’t navigate. These ranged from issues while browsing websites (79%), content wasn’t accessible (60%), barriers to product selection (81%), and issues with transaction completion due to verification steps or captcha requests (80%).
In light of these challenges, the study respondents revealed that they often felt compelled to enlist the help of another person in order to buy things online. Others opted for other ecommerce sites or even gave up on buying what they had intended to buy.
It is noteworthy that only a paltry 4% of people with disabilities said they reported accessibility issues to the online retailer when such situations arose. This means that nearly all disabled people that encountered accessibility problems took other measures, and that should concern ecommerce retailers since they miss out on valuable feedback that could open the door to improvements that win loyal customers.
This report is likely to give ecommerce giants like Amazon.com Inc. (NASDAQ: AMZN) some points of reflection in terms of where they are doing well and what needs to improve so that people with disabilities can consider their platforms as their preferred online shopping websites.
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