The e-commerce industry’s billion-pound mistake
By Anne-Mieke Bovelett on March 4, 2025
Status: up to date
In case you still don’t believe that making your webshop accessible is a profitable business decision
Every business wants to increase revenue, but what if I told you that many are actively throwing money away? The Click-Away Pound Report 2019 uncovered a staggering truth about e-commerce: businesses in the UK that ignore web accessibility are losing billions in potential revenue.
The cost of inaccessibility is skyrocketing
Online shopping is growing, and so is the number of disabled internet users. In the UK alone, over 7.15 million people with access needs shop online, contributing to a total online spending power of £24.8 billion. But here’s the catch: if a website is not accessible, 69% of these users will leave and shop elsewhere. This lost revenue, known as the Click-Away Pound, now stands at £17.1 billion.
In just three years, the Click-Away Pound increased by 45%, jumping from £11.75 billion in 2016 to over £17 billion in 2019. Businesses that still think accessibility is just a “nice-to-have” are watching potential customers take their money to more inclusive competitors.
Accessibility matters more than price
A shocking 75% of disabled customers have willingly paid more for a product from an accessible website rather than struggle with a cheaper, inaccessible one. When faced with barriers, most won’t bother complaining; they will simply leave. Only 8% of users contact businesses about accessibility issues, meaning companies often have no idea why they are losing customers.
If websites were more accessible, 86% of disabled users say they would spend more online. The demand is clear. Businesses that prioritize accessibility don’t just provide a better experience, they unlock a loyal customer base ready to spend.
Common accessibility barriers in e-commerce
Despite clear evidence of the financial benefits, accessibility issues remain widespread. Crowded pages, poor color contrast, and difficult-to-use forms are still frustrating users. One of the biggest complaints is reCAPTCHA tests, with 80% of screen reader users struggling to complete them.
Distracting moving elements and poorly labeled links make navigation difficult. For many, these barriers make shopping not just frustrating but impossible. The result? A lost sale.
Smartphones are shaping accessibility expectations
The shift to mobile shopping is undeniable. In 2016, only 7% of disabled users preferred smartphones for online shopping. By 2019, that number skyrocketed to 30%. Among screen reader users, mobile preference has nearly quadrupled, jumping from 11% to 41%.
With this shift, businesses must ensure mobile accessibility is a priority. Built-in accessibility features on iOS and Android make smartphones a preferred device for many disabled users. If your mobile experience isn’t up to par, you are missing an even bigger share of the market.
Competitors with an accessible webshop beat you by a mile
Ignoring web accessibility is like owning a physical store where you’ve accidentally made 20% of your entrance invisible to certain customers. They arrive at your storefront but can’t find the door, while your competitor across the street has a clearly marked entrance. Of course, they’ll go there instead!
Accessibility is not ‘just for blind users’
If the thought that this is only about screen reader users ever crossed your mind, watch this short video that debunks the myth of blind users not visiting your site. And it’s not just about people with visual impairments. It’s about people who are tired, older adults, or those whose vision has deteriorated beyond what regular glasses can fix. It’s about people who can’t use a mouse, for whatever reason. Rheumatism, arthtritis, paralysis, brain injury, broken hand, arm, shoulder. It’s about people with cognitive challenges like ADHD, ASD, and dyslexia. And what about the staggering 8% of all men and 0,5% of all women with some form of color blindness? If you want to know how bad color contrast affects user experience, here’s a juicy article for you, comparing it to a bad smell in a physical store.
Accessibility is a business advantage, not an obligation
Many businesses still treat accessibility as an afterthought or a compliance issue rather than a competitive advantage. But the reality is clear. Making your site accessible doesn’t just avoid legal trouble; it increases conversions, builds customer loyalty, and taps into an underserved market worth billions.
E-commerce leaders who invest in accessibility are seeing the benefits. Those who don’t? They are losing customers and revenue to businesses that do. The Click-Away Pound isn’t just a statistic. It’s a wake-up call. The only question is: will your business listen?