Online shopping has made life so much easier—offering convenience, variety, and the chance to discover the correct item, all from the comfort of home. However, for shoppers with disabilities, especially those who rely on screen readers on mobile devices, that convenience can be clouded by unexpected obstacles. Whether it's a routine electronics purchase or snagging a great Black Friday deal, accessibility barriers can turn an enjoyable experience into a frustrating one.
Unfortunately, these barriers are more common than you might think. A 2023 report by WebAIM found that 96.3% of homepages analyzed had WCAG 2.1 AA violations, highlighting the ongoing challenges for users with disabilities.
In this blog, I'll share two recent shopping experiences: buying a keyboard from an electronics retailer and navigating Black Friday deals. These real-world examples highlight the gaps in accessibility that still exist and why addressing them is so critical—not just for compliance but for fairness and inclusion.
Everyday Challenges in Mobile Shopping
I've always enjoyed browsing for electronics—anything from radios to sound gear to computer accessories. Recently, I needed a new keyboard, so I turned to one of my favorite online retailers. With my mobile screen reader ready, I explored the options.
At first, everything seemed promising. The homepage was easy to navigate, and I quickly found the search bar. After typing in my criteria, I landed on a results page that initially worked well. Each product entry announced its name, price, and delivery options. However, I noticed a quirk: my screen reader read every product name twice, likely because the site's developers coded the product image to repeat the title. While not ideal, this redundancy didn't derail my progress.
I soon found a keyboard that checked all my boxes and tapped to view its product page. That's when things took a turn. About five seconds after the page loaded, the screen reader's focus jumped to a button labeled "Connection Type, Pop-Up Button." No matter what I tried—swiping, tapping, or reloading the page—the focus remained on that one element, and I couldn't navigate to anything else.
I returned to the search results and selected a similar keyboard that was slightly more expensive. This time, the product page worked perfectly. Curious, I tested several more listings and found that about 75% had the same focus-trapping issue. Frustratingly, my preferred option was one of the inaccessible ones. Ultimately, I had to settle for the pricier keyboard, which worked but wasn't my first choice.
These are the moments that stick with me. As someone who relies on assistive technology, I don't expect perfection but functionality. Being forced to compromise or abandon a purchase entirely due to accessibility flaws isn't just inconvenient; it's exclusionary.
The Holiday Rush — Black Friday Shopping Accessibility
If accessibility challenges crop up during routine shopping, they only intensify during the chaos of Black Friday. Last year, I decided to tackle some holiday shopping online, hoping to snag a few deals.
The homepage was packed with flashy banners, pop-ups, and auto-playing videos—things that might catch the eye of sighted shoppers but created a maze for my screen reader. Finding the product categories I wanted required navigating through endless redundant content, and when I finally reached a listing, my screen reader could not announce critical details.
Adding an item to the cart was another ordeal. Buttons were either unlabeled or inconsistently announced, turning what should have been a straightforward process into a guessing game. Despite the hurdles, I completed my purchases—but the experience left me exhausted and disheartened.
According to Adobe's 2023 holiday shopping report, 55% of holiday shoppers purchase using mobile devices. For users like me, that means accessibility flaws on mobile platforms aren't just frustrating—they're barriers to participating in one of the most exciting shopping events of the year.
Common Themes and Challenges
These two experiences—while different—shed light on recurring issues that affect screen reader users:
- Focus Management Failures: When focus jumps unpredictably or traps users, entire pages become unusable.
- Improper Labeling: Images and buttons often lack descriptive text, leaving users unsure of their function.
- Cluttered Interfaces: Overloaded pages make navigation overwhelming and inefficient.
- Inconsistent Accessibility: Some pages work well, while others on the same site have flaws.
These challenges don't just affect usability—they drive away potential customers and erode trust. An Accenture study found that 71% of customers with disabilities will click away from a site that is difficult to use, which can result in significant revenue loss for businesses.
How Developers Can Create Inclusive Shopping Experiences
Accessibility isn't a bonus feature—it's essential. Here are some steps developers can take to make their platforms work for everyone:
- Test with Real Users: Involve people who use screen readers and other assistive technologies in testing processes to uncover and address issues like focus trapping.
- Simplify Navigation: Streamline interfaces and ensure clear, consistent pathways to key actions like product details and checkout.
- Use Proper Labels: Ensure all images, buttons, and elements have accurate alt text and ARIA roles.
- Apply Standards Consistently: Accessibility features should work seamlessly across all pages, not just some.
Conclusion: Toward an Accessible Shopping Future
Shopping should be a positive, inclusive experience—whether a quiet afternoon purchase or a high-energy hunt for holiday deals. Unfortunately, for too many people, accessibility barriers turn that experience into an uphill battle.
As mobile devices continue to dominate the way we shop, developers and businesses must ensure their platforms meet the needs of all users. Accessibility is not just about meeting legal standards; it's about respecting the diverse range of customers who rely on their services.
With one in four adults in the U.S. living with a disability, prioritizing accessibility isn't just ethical—it's good business. Let's move toward a world where no shopper has to compromise or feel excluded. With thoughtful design and a commitment to accessibility, we can create online spaces that truly work for everyone.
Plan for 2025: Build an Inclusive Web Experience
While my experiences highlight screen reader users' challenges, they also emphasize the need for proactive accessibility planning. As we approach 2025, businesses have a critical opportunity to evaluate and strengthen their digital accessibility strategies.
If you want to create a more inclusive online experience, join our upcoming webinar, “5 To-Dos for Your 2025 Web Accessibility Program.” This session will provide actionable insights to help you build a robust, user-friendly accessibility program that benefits all your customers.
Sign up today to secure your spot!
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.
