Digital accessibility: why a lack of inclusion costs online shops their customers

A recent study by AccessiWay, “Accessibility on the Web: How Digital Barriers Cost Customers,” reveals a striking fact: 80 percent of Germans have abandoned online processes due to accessibility issues. For retailers, this means not only lost revenue but also a tangible risk to market share and brand reputation.

When a website doesn’t function properly, retailers lose large numbers of potential customers. According to the latest AccessiWay report, eight out of ten Germans have already abandoned an online process because a website or app was confusing, hard to read, or simply difficult to use. For the retail sector, this makes digital inclusion not a side issue but a decisive success factor.

More than three-quarters of the population regularly encounter digital obstacles – during product searches, online purchases, or when filling out forms. Surprisingly, it’s not only older users who are affected. In fact, 61.8 percent of 18–29-year-olds and even 74.3 percent of 40–49-year-olds report frequent digital barriers. This shows that accessibility is not a niche concern but a daily reality for consumers of all ages.

These findings have a direct economic impact on retail. Nearly 81 percent of respondents said they had already abandoned a purchase, travel booking, or order process. The effect is particularly strong among the financially powerful over-50 demographic.

Every non-accessible touchpoint in the customer journey can therefore become a lost sales opportunity. In addition, frustration caused by complicated processes lowers customer satisfaction and erodes trust in the brand – a serious risk in highly competitive industries such as fashion, groceries, or consumer electronics.

Since June 2025, the European Accessibility Act (EAA) and the German Accessibility Strengthening Act (BFSG) have imposed binding requirements to ensure that digital services are accessible to all users. Violations can lead to fines, legal disputes, and reputational damage.

Companies that remove barriers, on the other hand, not only attract new customers but also strengthen brand loyalty and reputation.

“Companies that make their digital offerings accessible are investing not only in inclusion but in their own business success. Breaking down barriers opens doors — for all users and for sustainable growth,” says Jan Stedul, Managing Director Germany at AccessiWay, in the press release accompanying the study.

The numbers are a wake-up call for the retail industry: digital accessibility is crucial for revenue, customer satisfaction, and competitiveness. Businesses that invest now not only ensure legal compliance but also gain new customers and strengthen their brand loyalty.