In today’s competitive retail space, a website that isn’t accessible isn’t just a missed opportunity; it’s a business risk. As more consumers turn to digital platforms, Inclusive Digital Design (IDD) has shifted from being a ‘nice-to-have’ to a necessity.
With customer expectations growing and regulatory frameworks evolving, it’s important that online shoppers, regardless of ability, are able to seamlessly interact with a brand’s digital platforms. Brands that fail to prioritise accessibility not only risk alienating customers but also risk falling behind in the rapidly evolving digital landscape.
Despite increasing awareness of digital accessibility, many retail and e-commerce brands are still lagging in their adoption of IDD practices. Unlike public sector websites, which are more likely to meet accessibility standards due to regulatory requirements, retail and e-commerce websites often overlook essential features. For many large brands, the focus has been on aesthetic digital experiences, which often exclude customers who rely on accessibility features.
One of the most overlooked features is the ability to navigate a site without using a mouse. During a site audit for a client, one of the first things I check is whether users can ‘tab’ through a website using only their keyboard. This feature isn’t just vital for people with disabilities; it benefits everyone. I once worked with a business whose end user needed a mouth wand to navigate the web. That simple ability to tab around a website transformed his experience. And yet, many retailers neglect this simple-to-implement feature.
Why IDD is no longer optional for retailers
Failing to accommodate all users can lead to missed opportunities, and as competition intensifies, businesses must do everything they can to reach wider audiences. Inclusive design is one way to expand your market reach, as accessibility features don’t just cater to people with disabilities. For example, better text contrast makes content more readable for everyone, not just those with visual impairments.
In IDD, this is referred to as the ‘curb-cut effect,’ where solving a problem for the most vulnerable also solves simpler problems for others. For example, adding a ramp to a sidewalk to support a wheelchair user will, in turn, assist a parent with a stroller, a delivery worker, cyclists, and so on.
Beyond the obvious user experience benefits of IDD, implementing an effective accessibility strategy for your website extends to other areas that are beneficial to business growth. Many SEO best practices overlap with accessibility (e.g. logical page structures and appropriate image alt tags), so implementing these will also see improvements in the way your website ranks within search engines. Google is recognising the importance of accessibility as well, so have implemented metrics that look to prioritise more accessible websites in their algorithm, giving accessible sites increased visibility in search engines
Retail trends driving the need for IDD
The rise of mobile-first shopping, omnichannel experiences, and personalised recommendations are changing how consumers interact with brands online. As customers increasingly expect seamless and personalised experiences, accessibility becomes even more critical. E-commerce platforms must be designed to be accessible across all touchpoints—from mobile and desktop websites to phone apps.
Embedding IDD features also reflects a brand’s commitment to inclusivity and social responsibility. In a crowded retail market, where brand loyalty is increasingly tied to values, adopting inclusive practices can help differentiate your business. Consumers are more likely to support brands that show a genuine commitment to making their products and services accessible to all.
Brands that invest in IDD are also positioned to gain a competitive advantage. When shoppers have a great, accessible experience on your site, they’re more likely to return, recommend your brand to others, and remain loyal over time.
Improving digital accessibility in retail
Retailers and e-commerce businesses must take proactive steps to incorporate IDD into their digital touchpoints. Here are some practical steps:
- Start with an audit: Use tools like the WAVE Accessibility Checker to identify accessibility gaps on your site.
- Improve contrast and text readability: Avoid design choices with hard-to-read text. This small change improves readability for everyone, not just those with visual impairments.
- Enable keyboard navigation: Make sure users can navigate your site without a mouse.
- Provide alt text for images: Descriptive alt text not only improves accessibility but also boosts SEO.
- Avoid non-descriptive links: Replace generic link copy with more descriptive text to provide better context on the purpose of the link – e.g. ‘View The Promotion’ instead of ‘View More’.
- Optimise page structure: Use proper heading structures (H1, H2, etc.) so different forms of assistive technology can easily interpret your content, while also providing better structure for search engines.
These steps will create a more accessible and enjoyable experience for all users, while also improving your brand’s overall performance.
The future of retail and e-commerce is increasingly digital, and brands must stay ahead of the curve by embedding inclusive design into every aspect of their digital platforms. As AI and other emerging technologies evolve, they will provide brands with even more opportunities to improve accessibility, from automating code fixes to providing real-time audits. Brands that prioritise Inclusive Digital Design today will be better equipped to thrive in tomorrow’s retail landscape.
Christian Fish is director of Sod.