Fashion retail websites are among the least accessible for disabled users in the UK and will require significant improvements heading into 2026, reveals new research. Barriers such as low colour contrast, small font sizes and unclear navigation continue to exclude users with a wide range of access needs.
On average, almost half of UK websites (48 per cent) need accessibility improvements or risk excluding users with disabilities. The findings come from the State of Accessibility Report by brand communications agency Warbox, which analysed Google Accessibility Scores for more than 1,200 UK websites across 14 sectors.
Fashion retailers ranked as the third least accessible sector overall, with 64 per cent of websites requiring improvements to be considered disabled user-friendly in 2026. This sits well above the UK average and places fashion behind only travel and tourism, which performed worst overall, with more than three quarters (79 per cent) of websites needing improvement.
At the opposite end of the scale, councils were found to have the most accessible websites, with just 8 per cent requiring improvement. Warbox attributes this to local authorities being legally required to comply with Web Content Accessibility Guidelines (WCAG).
The report highlights that barriers such as small font sizes, poor colour contrast and unclear navigation can prevent users from completing purchases or accessing essential services online.
Tania Gerard, accessible marketing consultant and founder of Tania Gerard Digital, says poor accessibility has repeatedly forced her to abandon online purchases. Gerard, who is neurodivergent, says: “I’ve abandoned the checkout many times if I’ve found it difficult to make a purchase. But when accessibility is poor, customers don’t just leave a website; they form a lasting impression of that brand. It tells them the brand hasn’t considered their needs, which erodes crucial trust. Accessible design isn’t just about compliance, it’s about showing people they matter.”
The findings come amid growing concern about the commercial impact of inaccessible digital design. According to the research, 80 per cent of UK adults with disabilities say they feel excluded by poor website accessibility and believe brands are missing out on millions of pounds in lost sales as a result.
While fashion performed poorly, it was not the worst affected sector. Hospitality sites saw 70 per cent requiring accessibility improvements, compared with 63 per cent across the wider retail sector and 61 per cent within legal services.
Mark Fensom, director at Warbox, says accessibility should no longer be viewed as optional. “The Website Content Accessibility Guidelines were published over 25 years ago, yet many brands are still struggling to provide an inclusive online experience,” he says. “As more businesses shift to ecommerce and the search landscape evolves, accessibility is even more important to reaching customers and creating positive experiences.”
Fensom adds that improving accessibility does not need to be costly, pointing to simple steps such as adding image descriptions, improving button visibility and ensuring forms are correctly labelled.