Key Takeaways
A new report from ArcTouch reveals that eCommerce apps are falling behind on accessibility, scoring just 41 out of 100.
This places the shopping industry squarely in the “Poor” rating category for mobile app accessibility.
The study found that apps in the retail sector struggle the most with screen reader usability, navigation, screen orientation, and content clarity.
While eCommerce apps face the steepest accessibility challenges, those issues are widespread: 72% of user journeys across the 50 apps studied showed several barriers.
This clear gap in mobile app design is one that developers, hosts, and web builders will want to pay attention to.
Where eCommerce Apps Fall Short
Web builders often rely on templates and plugins to speed development, but many of these come with built-in accessibility issues.
It ultimately creates a paradox: Users get faster, flashier apps, but they unintentionally exclude those who need the most support.
With that in mind, among the most common shortcomings identified in the ArcTouch study:
- 94% failed on screen orientation: Apps frequently don’t adapt well to different device orientations, which limits usability on phones and tablets
- 68% failed for keyboard-only navigation: Complex or inconsistent navigation structures cause confusion and affect the user journey
- 64% failed for font scaling: Text and interactive elements often lack clear hierarchy or context, which also causes confusion
- 62% failed for screen reader support: Many apps fail to properly label buttons, links, and images, making it difficult for visually impaired users to navigate
These gaps are not just frustrating for the public — they also limit your clients’ market reach.
A separate study, the 2020 Click-Away Pound Report, found that 83% of users with access needs said they would spend more cash if their digital experiences were more accessible.
There is plenty of user feedback to back this up.
One screen reader user said: “Image descriptions are barely enough to indicate that it could be a product. There are lots of unlabeled buttons.”
Another user noted: “No notification appeared to confirm that an item had been added. The screen abruptly changed… This made me lose my orientation.”
With more than 60% of global internet traffic coming from mobile devices, and the majority of shoppers using retailer apps, it’s apparent these issues should have been addressed long ago.
Legal Risks for Web Builders and Hosts
If inclusivity isn’t enough of a motivator, then perhaps the legal risk will be:
- Netflix: In 2012, Netflix was sued for failing to provide closed captioning on its content
- Domino’s Pizza: In 2016, Domino’s faced a lawsuit over its app’s incompatibility with screen reader tools
- Beyoncé: In 2019, the superstar’s website was sued after visually impaired users were unable to purchase concert tickets
The collar is also tightening in the European Union.
The European Accessibility Act (EAA) goes into effect on June 28, and it requires all digital products sold in the EU to meet WCAG 2.1 AA standards.
WCAG has three levels: A, AA, and AAA. Level AA removes more barriers than Level A and ensures accessibility for most devices and assistive technologies, including screen readers.
The law applies to both the public and private sectors. Enforcement for non-compliance will come in the form of fines and further legal action.
This should tell any developer, host, or agency building for an international audience (or supporting clients in the EU) that they must take accessibility seriously.
What Can Web Builders Do?
ArcTouch offered these recommendations for developers and designers:
- Understand WCAG 2.2 AA and stay up-to-date on changing guidelines
- Use native accessibility tools from iOS and Android early in dev cycles
- Test beyond basics — labels, traits, and assistive tech compatibility matter
- Prioritize font scaling and screen orientation
- User-test with people with disabilities, because real feedback beats assumptions
User-testing is great, but another thing to note is to actually open up those avenues for feedback.
A report by Fable found that 87% of users with disabilities are willing to share their experiences and insights with developers. Yet, most companies lack the proper channels to gather that input.
This study tells web providers and builders that site and mobile accessibility isn’t something that can be put on the back burner for much longer.
To deliver the best possible experience for your clients — and their customers — you need to build accessibility into your services from the ground up, or risk lawsuits, lost customers, and bad UX.
