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15% of Danish retailers are accessible
Reading Time: 6 minutes
Digital accessibility remains a significant challenge for Denmark’s leading online retailers, despite heightened awareness and impending regulations under the European Accessibility Act (EAA). Our evaluation of the top 30 Danish online retailers, assessed in accordance with Web Content Accessibility Guidelines (WCAG), reveals considerable barriers hindering full engagement by individuals with disabilities.
Each retailer was evaluated based on a scoring system from 1 to 5, where 5 represents full compliance with WCAG and EAA standards. The results show that only 15% of retailers achieved scores of 4 or higher. Alarmingly, 55% scored below 3, underscoring prevalent accessibility issues across the sector.
Overview of accessibility compliance
Common accessibility issues among Danish retailers include missing alternative text for images, improperly structured headings, poor keyboard navigation, and inadequate color contrast. For example, numerous sites fail to include descriptive labels for interactive elements, severely limiting usability for assistive technology users. Though minor improvements were noted in areas such as better keyboard focus management, overall compliance remains insufficient to meet regulatory standards.
Breakdown of accessibility challenges
E-commerce platforms
Retailers faced substantial challenges in fundamental site functions such as product searches, checkout processes, and form accessibility. Approximately 50% exhibited unlabeled buttons and forms, significantly hindering users relying on screen readers. Sites scoring below 3 frequently lacked basic semantic HTML elements, directly contributing to usability frustrations and increased cart abandonment rates.
Fashion retailers
Fashion sites displayed notable deficiencies in visual content accessibility, with 65% failing to provide adequate alternative text for essential images like promotional banners and product details. Poorly structured navigation further complicates browsing for users dependent on keyboard controls. Most fashion retailers averaged scores below 3, signifying widespread shortcomings.
Electronics retailers
The electronics sector encountered frequent issues with low contrast ratios and inadequately labeled forms, impacting readability and usability for visually impaired users. Around 60% of electronics retailers presented these accessibility barriers, predominantly in critical areas such as product specifications and checkout pages. Most sites in this category scored between 2 and 3, indicating moderate yet insufficient compliance.
Quantitative insights
Analysis of the Danish retail landscape shows a concerning distribution:
- 25% of retailers scored below 2/5, indicating severe accessibility barriers.
- 30% scored between 2/5 and 3/5, revealing significant yet rectifiable gaps.
- Only 15% reached a commendable compliance level of 4/5 or higher.
Recurring systemic issues, including missing alt text, inadequate keyboard accessibility, and poor color contrast, suggest broad industry-wide neglect rather than isolated incidents.
Call to action
To address these pervasive accessibility challenges, Danish retailers should:
- Conduct regular accessibility audits combining automated tools with manual assessments by users with disabilities.
- Adopt WCAG AA compliance as the minimum standard for digital content.
- Implement continuous accessibility training for development and content teams.
- Actively involve individuals with disabilities in user testing phases to ensure real-world accessibility improvements.
Proactive action on digital accessibility will enable Danish retailers not only to comply with the European Accessibility Act but also to enhance overall user experiences, minimize legal risks, and broaden market reach. The urgency for change is clear, and the opportunity for impactful, inclusive growth is within reach.
By filling the form below, you will receive our full report, featuring a list of the audited retailers, key accessibility challenges they faced, and their corresponding scores.
Read more about our European Accessibility Act Services that we offer.
