Nearly 8 in 10 eCommerce leaders aren’t confident their sites are accessible — and it’s costing them revenue, reputation, and reach, according to accessiBe’s eCommerce industry report shared last month.
The holiday season is when brands show what they stand for and how they show up for customers. That’s why brand reputation relies on trusted business practices — and that’s where accessibility thrives. It aims to ensure everyone can engage with your products, services, and mission.
The World Health Organization estimates that one in four people globally live with a disability. No business wants to purposefully exclude 28% of the population, but that’s what happens without accessibility.
As a lawyer, a person with a disability, and accessiBe’s Community Relations Manager, I’ve seen how accessibility shapes public perception, customer loyalty, and legal risk. There has never been a more important time to make accessibility part of your brand values.
Accessibility as a business advantage
In accessiBe’s industry report, which surveyed more than 300 eCommerce leaders and members of the disability community, we found that awareness about accessibility is high, but execution still lags behind.
- 79% aren’t confident their websites meet accessibility requirements.
- 40% of brands haven’t audited their checkout in the past year.
- 24% say assistive technology doesn’t work on their checkout.
- Only 43% have a dedicated accessibility budget.
That gap between intention and action is where brands can either lose trust or gain lifelong customers. According to a study by Be My Eyes, companies that are proactive about accessibility and inclusion achieve, on average, 28% higher revenue, double the net income, and 30% higher profit margins than their counterparts.
From a legal standpoint, proactive accessibility mitigates risk. From a brand standpoint, it builds credibility. And from a growth standpoint, it unlocks opportunity. |
Accessibility is about credibility
1. Leverage accessibility to scale AI visibility
AI is transforming how people search, shop, and discover products. According to accessiBe’s 2025 AI Chat Search Report, the foundations of accessibility — structured data, descriptive alt text, clear hierarchy — are the same principles that improve visibility and discoverability for AI.
Benefits of accessible, AI-ready content:
- Visibility & Answer Engine Optimization: Alt text and structured markup ensures AI assistants cite your products accurately
- Conversion: Reliable and clear product descriptions build trust
- Brand equity: Inclusive content strengthens your reputation
Risks of inaccessibility:
- Invisibility: Your products may not appear in AI chat results
- Exclusion: Shoppers with disabilities have difficulty interpreting your products and services.
- Reputation loss: Failing to surface in AI-driven searches signals irrelevance
Businesses that embed accessibility best practices into their strategies will lead in AI discoverability.
2. Design accessible creatives and campaigns
If your campaign looks beautiful but isn’t usable, it’s not finished. Before launching:
- Add captions to videos
- Write alt text for all visuals and product imagery
- Use high-contrast color palettes and legible fonts
- Keep copy clear and inclusive
I shared a similar perspective for nonprofits looking to build a high-impact fundraising campaign for Giving Tuesday and the holiday season which you can read on my LinkedIn.
3. Continuously monitor your checkout experience for accessibility barriers
Cart abandonment isn’t just about price — accessibility often plays a silent role, as identified in the accessiBe’s report on Cart Abandonment.
If a screen reader can’t navigate your checkout or a button isn’t labeled correctly, you’re losing customers you never knew you had. An audit and user testing can help uncover those barriers.
“Chances are, if a disabled person has reached your website, let alone the checkout process, that we are interested in your product. However, we frequently encounter accessibility barriers, and the more difficult they are to overcome, the less likely we are to make a purchase.” - accessLabs team member |
The bottom line for your bottom line
Accessibility drives credibility, and credibility drives growth. From my perspective as a lawyer and accessibility advocate, the most powerful thing a business can do before the new year is simple: get accessible and stay accountable.
