The silent killer of eCommerce conversions
Cart abandonment
Cart abandonment remains one of eCommerce’s most costly challenges, with 70% of carts abandoned—most due to preventable usability flaws. These same friction points are often hidden accessibility barriers. Making checkout inclusive doesn’t just expand access—it can help drive conversions.
Average cart abandonment - yet 72% of eComm leaders think they are optimized
Source: Baymard
of top eCommerce businesses say web accessibility reduces cart abandonment
Source: accessiBe
of top 100 eComm sites in U.S. have accessibility issues in their checkout flow
Source: accessibitychecker.org
"This is a big problem that no one has really figured out how to solve. It is not just applicable for people with disabilities."
Impact on eCommerce holiday season
AI-powered discovery is rewriting the rules of visibility. If your product data isn’t machine-readable and accessibility-ready—alt text, semantic markup, ARIA labels—you risk becoming invisible in the AI-first era of search. The future of product discovery belongs to brands that treat accessibility as both inclusion and discoverability.
Behind this research
Our eCommerce trends survey, conducted in partnership with Qualtrics, non-profit leaders, and disability community organizations, gathered insights from over 300 eCommerce leaders, decision-makers, and members of the disability community. This collaboration ensures the research reflects both industry priorities and lived experiences.
