Ecommerce website accessibility: The hidden revenue loss

Ecommerce website accessibility is still one of the most important things in ecommerce, and still some brands aren’t fully accessible.

In this interview, Dusan, the ecommerce and Shopify expert, sat down with Lazar, an accessibility consultant and founder of Accessi, who has dedicated his career to making the internet more inclusive. 

Companies that ensure their websites are usable for people with disabilities are helping businesses not only avoid fines but also unlock new revenue opportunities. We went through the European Accessibility Act, what ecommerce owners should know about compliance, and how ignoring accessibility leads to hidden revenue loss. Read more to see why ecommerce website accessibility is no longer optional but essential.

What the European Accessibility Act means for ecommerce

Starting June 28, 2025, the European Accessibility Act (EAA) took effect across EU member states. If any ecommerce business has more than 10 employees and generates at least €2 million in revenue per year, it will be legally required to make the website and mobile app accessible.

This isn’t just a suggestion. Each EU country will have its own enforcement body, with fines and penalties for non-compliance. That means if your webshop is inaccessible, you’re not only excluding potential customers, you could also face legal consequences. And let’s be clear – it’s not about fines at all. All ecommerce brands should make their shops available to all customers.

For ecommerce owners, this is a wake-up call: ecommerce website accessibility is both a legal obligation but also a smart business move.

Why accessibility matters for your customers

Accessibility is not just about compliance, it’s also about usability. People with disabilities make up a significant portion of the population, and their needs are often overlooked. Lazar explained that issues as small as unlabeled form fields can stop blind customers from completing a purchase.

For example, if a checkout field for “card number” isn’t labeled correctly, screen reader software won’t be able to tell the user what information to enter. The result? The customer gives up, and the webshop loses a sale.

Carousels, dynamic content, and auto-rotating banners also create barriers. For some users, these features are more than frustrating because they can even cause health risks, such as triggering seizures for people with epilepsy.

When your store isn’t accessible, you’re not just failing a small group of people. You’re actively losing customers and revenue every day.

How to test your ecommerce website accessibility

Lazar shared a simple first step: try using your webshop with just a keyboard. If you can’t complete a purchase without a mouse, your site is not accessible and that is something you need to pay attention to. After the test, you can:

• Use basic automated tools to catch common errors.
• Hire accessibility experts to run detailed audits.
• Train your team on accessibility best practices.

But the most important shift is mindset. Accessibility shouldn’t be a “checkbox” task. If you only do it to avoid fines, you’re missing the point and the opportunity. True ecommerce website accessibility means thinking about how every customer, regardless of ability, can have a smooth experience in your store.

It’s about the business also: accessibility as revenue growth

One of Lazar’s strongest points is that accessibility equals opportunity. Here’s why:

• Better SEO. Accessible websites are more search-friendly, which improves visibility on Google.
• More customers. Accessibility features don’t just help people with disabilities. They make sites easier to use for everyone.
• Brand trust. Promoting accessibility as part of your branding and PR sets you apart as an inclusive and forward-thinking company.

In fact, Lazar highlighted that up to 70% of transactions started by blind shoppers fail due to inaccessible websites. Imagine how much hidden revenue is lost every day simply because customers can’t check out. By making your store accessible, you’re not just helping people, you’re also capturing sales that are currently slipping away.

Why quick fix accessibility plugins don’t work

Many webshop owners think they can solve accessibility with a single app or plugin. Unfortunately, that’s not the case. Lazar warned that over 40% of lawsuits in the U.S. are filed against websites using overlay solutions.

These “click to adjust” tools don’t fix the underlying code. Instead, they put a band-aid on the issue and actually make your store a bigger legal target. Don’t get us wrong: automation does have a role. AI tools and automated checkers can highlight problems and speed up fixes. But real ecommerce website accessibility requires thoughtful design and coding, not shortcuts.

Ecommerce website acessibility as a competitive advantage

Here’s the real opportunity: if most webshops are failing at accessibility, then making your store accessible sets you apart.

Instead of seeing it as a burden, think of it as a competitive advantage:

• Your store becomes usable by millions of people who are often excluded elsewhere.
• You gain positive PR by being inclusive.
• You protect your business from lawsuits and fines.

And most importantly, you stop losing money to hidden revenue gaps. Accessibility is not just compliance. It’s smart ecommerce and a business move you shouldn’t think about twice.

Conclusion

Ecommerce website accessibility is no longer a niche topic. With new EU regulations, growing awareness, and clear business benefits, it’s something every webshop owner must prioritize.

As Lazar explained, the cost of inaccessibility is steep: lost customers, lost sales, damaged reputation, and legal risk. On the flip side, the rewards of accessibility are not something you can forget about: better SEO, more customers, and stronger brand trust.

The hidden revenue loss from inaccessible websites is real. But it’s also avoidable. By making ecommerce website accessibility a core part of your strategy, you not only protect your business, you actually unlock new growth with more revenue opportunities.

Let’s check your webshop for accessibility issues!