Online shopping is designed to be convenient, but for blind shoppers who rely on screen readers, it can be unpredictable. Some websites get it right, making navigation smooth and accessible. Others introduce barriers at key moments, turning what should be a simple checkout process into a dead end.
A screen reader is an assistive technology that reads digital content aloud, allowing blind users to browse, shop, and complete tasks online. When a website is designed with accessibility in mind, I can search for products, add items to my cart, and check out just like anyone else. However, when accessibility is an afterthought, even the most determined customer can be forced away from a purchase.
Recently, I tried to buy a walking pad, a compact, foldable treadmill great for home workouts. I chose a major retailer because I had a gift card, but despite some accessibility wins, the experience ended in purchase abandonment. Here’s what happened and why businesses that overlook accessibility are pushing away paying customers.
My shopping journey started on a mobile device, where I used a screen reader to search for the exact walking pad I wanted.
Finding the search field was easy—I used filtered navigation to locate the input field labeled:
“What Can We Help You Find?”
I entered my search terms and expected smooth navigation through the results. Instead, I ran into frustrating screen reader lag—three to four seconds between each swipe and the following announcement. Exploring search results became slow and clunky.
Fortunately, I found a "Skip to Main Content" link, which let me jump straight to the product list. This was a huge time-saver, but something—maybe an animated ad—was interfering with my screen reader’s performance.
I eventually found that direct touch navigation worked better, though it wasn’t a perfect solution.
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Once I selected the product I wanted, I was relieved that the product page was fully accessible.
The quick links were especially impressive—this minor feature makes a big difference for screen reader users by reducing the clutter we have to swipe through. If more e-commerce sites implemented this, online shopping would be much more efficient.
So far, so good. But that changed when I got to my cart.
While reviewing my cart, I noticed I couldn’t find an option to adjust the product quantity.
Since walking pads aren’t typically bought in bulk, I wasn’t too concerned—but I was still curious. Was this a website limitation or an accessibility issue?
To check, I asked a sighted person to look for me. The quantity selector was there—but completely inaccessible to screen readers.
For blind shoppers, encountering these hidden barriers can be incredibly frustrating. If a feature exists, it should be accessible—otherwise, it becomes an unnecessary roadblock.
After smoothly entering my shipping address payment details and selecting a shipping method, I reached the final step:
Entering my gift card code.
A message on the screen read:
"If you have a gift card or promo code, enter the 16-digit number in the field below."
But there was no field. Anywhere.
I tried everything, but the field was not screen-reader accessible. Since the gift card was the entire reason I was shopping at this retailer, I had no choice but to abandon my purchase and look elsewhere.
This was frustrating—not just because I couldn’t complete my order, but because I had spent time carefully navigating an experience that seemed accessible—until it suddenly wasn’t.
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This experience highlights a key reality of online shopping—when accessibility barriers exist, blind customers leave.
And here’s the problem: I wanted to make this purchase. I had a gift card ready. I had selected my product. I had entered my payment details. But because this retailer didn’t ensure a fully accessible checkout experience, they lost my sale.
That’s the cost of not prioritizing accessibility.
Too often, businesses treat accessibility as a compliance requirement rather than a customer experience issue. But blind shoppers exist. We have money to spend. And we deserve the same seamless experience as any other customer.
For me, this was a missed sale for the retailer. I’ll now be looking elsewhere for my walking pad—at a store that values accessibility and me as a customer.
My experience is just one example, but it reflects a much bigger issue—when websites aren’t accessible, businesses lose customers. A well-designed site doesn’t just serve blind shoppers like me; it improves usability for everyone, creating a smoother, more inclusive experience that drives engagement and sales.
Editor's Note: Our frequent contributor, Michael Taylor, wrote this post. This post reflects his opinions and experiences. Read more about Michael and some other posts on his experience online here.