Access denied for Belgium retailers

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Access denied for Belgium retailers

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Belgium retailers are known for innovation, but when it comes to digital accessibility, 30 of the top online stores are failing to meet essential standards. Our in-depth analysis reveals widespread issues that make online shopping difficult – or even impossible – for individuals with disabilities. These barriers hinder the user experience and pose significant business risks for retailers.

To quantify these issues, we assessed each retailer using a five-point accessibility scoring system, where 1 represents poor accessibility compliance and 5 signifies near-perfect adherence to standards. Unfortunately, our findings indicate that no retailer achieved a perfect score, with most companies averaging just 2/5.

This article presents our findings, supported by concrete examples, and outlines actionable steps Belgian retailers can take to address accessibility gaps, ensure compliance, and foster inclusivity.

What we found in Belgium’s retail sector

Our analysis focused on the websites of 30 of the largest Belgian online retailers, evaluating their adherence to the Web Content Accessibility Guidelines (WCAG) and respectively the European Accessibility Act (EAA). While some retailers demonstrated an awareness of accessibility principles, the majority exhibited significant deficiencies. Here’s what we uncovered:

Common accessibility barriers

Several recurring issues were identified across multiple websites, highlighting systemic neglect of basic accessibility standards:

• Inappropriate or missing labels: On a major retailer’s product page, the “Add to Wishlist” button lacked a clear label, leaving screen reader users unable to understand its purpose.

• Unlabeled buttons: Many websites featured interactive buttons with no descriptive text. For instance, some platforms had multiple buttons labeled simply as “button,” making navigation confusing or impossible for assistive technology users.

• Carousel navigation challenges: Product carousels, a common feature on e-commerce sites, were often poorly implemented. Users relying on keyboards or assistive technologies found it difficult or impossible to navigate through slides, excluding a significant portion of potential customers.

• Non-descriptive links: Links labeled “Click here” or “Read more” were prevalent, offering no context about the linked content. This not only creates a poor user experience for individuals with disabilities but also negatively impacts SEO.

These examples underscore a troubling reality: many Belgian retailers are failing to implement even the most basic accessibility features. Simple fixes, such as adding proper labels or descriptive link text, could significantly enhance usability.

Inconsistent accessibility scores 

The accessibility scores across the analyzed retailers varied widely. The average score for most companies hovered around 2/5, with no retailer achieving a perfect score. Even industry leaders struggled to meet the mark. For instance, one major retailer scored just 2/5 due to multiple unlabeled buttons and missing alternative text for images. Another well-known e-commerce platform also scored 2/5, struggling with improper labeling of interactive elements and a lack of descriptive links. Smaller retailers fared worse, with many scoring below 2/5. 

These low scores reflect a systemic neglect of accessibility standards, where even fundamental requirements – such as alternative text for images or keyboard navigability – are often overlooked. 

The data paints a concerning picture of digital accessibility in Belgium. Retailers are not just failing a compliance test – they are failing their customers, particularly the 15% of the global population that lives with some form of disability. Belgium retailers must take immediate steps to align with the European Accessibility Act and improve compliance with WCAG guidelines.

Industry-specific challenges

Accessibility shortcomings were observed across multiple retail sectors, with the following industries exhibiting particularly poor performance:

E-commerce platforms

Nearly 60% of assessed Belgium retailers lacked proper labeling of buttons and form fields.

• Without clear labels, screen reader users face difficulties understanding the function of interactive elements, making it harder to complete tasks like adding items to a cart or checking out.

Complex navigation structures and inconsistent focus indicators contributed to usability challenges.

• Poorly structured navigation forces users to rely on trial and error, while missing or inconsistent focus indicators prevent keyboard users from tracking their position on a page.

Many sites scored below 3/5, with those scoring under 2/5 failing to meet even basic compliance requirements.

• Retailers with low scores often lacked fundamental accessibility features, such as resizable text, keyboard operability, and error identification in forms.

Fashion retailers

Over 70% of fashion retailers failed to provide adequate alternative text for product images.

• Missing or vague alternative text prevents visually impaired shoppers from understanding product details, significantly impacting their ability to make informed purchasing decisions.

Non-descriptive links and poor keyboard navigation disrupted the user experience.

• Links labeled “click here” or “view more” provide no meaningful information when read out of context by assistive technology, while inadequate keyboard support creates barriers for users who rely on non-mouse navigation.

Scores in this sector were overwhelmingly low, with only a handful of retailers exceeding 3/5.

• The lack of accessibility measures in fashion retail sites suggests a need for improved awareness and adherence to accessibility standards to ensure an inclusive shopping experience.

Electronics retailers

50% of electronics websites exhibited poor contrast ratios and inaccessible forms.

• Low-contrast text, especially in product descriptions and specifications, makes it difficult for users with visual impairments to read essential information. Inaccessible forms further hinder their ability to complete purchases or submit inquiries.

Users with visual impairments struggled with low-contrast text, particularly in product specifications and checkout pages.

• Critical details such as warranty terms, technical specifications, and pricing often lack sufficient contrast, making them difficult to discern for users with color blindness or other visual impairments.

Most retailers in this category scored between 2/5 and 3/5, demonstrating moderate but insufficient compliance.

• While some accessibility features were present, many retailers failed to meet essential WCAG guidelines, highlighting the need for improved design practices and testing.

A call to action for Belgium retailers

Closing the accessibility gaps identified in our analysis requires a deliberate, strategic approach. Here are actionable steps retailers can take: 

• Conduct comprehensive accessibility audits: A detailed review of your website is the first step in identifying barriers. This should include automated testing tools, manual reviews, and usability testing with individuals who rely on assistive technologies. 
• Fix the basics: Simple changes, such as providing descriptive labels for buttons and links, adding alternative text for images, and ensuring keyboard navigability, can drastically improve accessibility. 
• Invest in training: Equip your development and design teams with the knowledge they need to incorporate accessibility best practices. Regular training on WCAG standards is essential for long-term success. 
• Engage the community: Collaborate with individuals with disabilities to test your website and provide feedback. Real-world insights are invaluable for identifying overlooked issues and improving usability. 

These steps are not a one-time fix. Acessibility is an ongoing process that requires continuous monitoring and improvement. Belgium’s top retailers have a unique opportunity to lead by example in the realm of digital accessibility. The gaps revealed in our analysis are concerning, but they also present a chance for companies to make meaningful changes that benefit their customers and their bottom line. With proper investment in accessibility, Belgium retailers have the opportunity to lead in inclusive digital commerce across the EU.

It’s time to bridge the digital divide. Let’s work together to build a more accessible, inclusive future for Belgian e-commerce.

Read more about our European Accessibility Act Services that we offer.