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Switzerland’s 57% accessibility score
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Swiss eCommerce accessibility remains a major challenge. Recognizing the importance of accessibility for all users, AIOPSGROUP, a valantic company undertook a comprehensive accessibility evaluation of the top 40 Swiss online stores. Critical and serious violations of the Web Content Accessibility Guidelines (WCAG) and the most recent European Accessibility Act (EAA) guidelines were examined. These are violations that prevent people with disabilities from properly understanding and using the website.
This report serves as a reflection of the current accessibility landscape and a call to action for businesses to enhance their digital inclusivity. Our goal is to provide valuable insights and actionable recommendations that can help Swiss online stores meet accessibility standards, improve user experiences, and avoid potential risks associated with non-compliance.
Key findings
The assessment revealed that the average accessibility score across the top Swiss online stores was 57/100, significantly below the recommended score of 90 or higher. This highlights a concerning gap in Swiss eCommerce accessibility, with most retailers falling short of WCAG and EAA compliance.
One critical finding is that 55% of all errors detected were classified as critical or high priority. This means that over half of the detected issues could severely impact the ability of users with disabilities to navigate and engage with these websites. Critical errors often include problems like missing alt text for images, inadequate color contrast, and poor keyboard navigation, which are all essential for users who rely on assistive technologies.
Additionally, only 17% of the websites surveyed came close to meeting WCAG 2.1 AA compliance. WCAG 2.1 guidelines are designed to make web content more accessible to people with disabilities, including visual, auditory, cognitive, and mobility impairments. Failing to approach this level of compliance not only limits the user experience for a significant portion of the population but could also open up these businesses to legal risks, as accessibility lawsuits are becoming more common.
Product listing pages (PLP) scored the lowest, with an average score of 50. These pages are critical for users to browse through products, and poor accessibility here can result in users being unable to navigate or interact with product listings effectively. Common issues include improperly labeled buttons, inaccessible filters, and images without alt text. Product listing pages were among the weakest areas in Swiss eCommerce accessibility, revealing issues that directly affect user interaction.
Product description pages (PDP) performed slightly better with an average score of 58, but still below acceptable standards. These pages are vital as they provide detailed information about products. Issues on PDPs often include missing or poor-quality alt text for images, buttons without accessible labels, and poor text readability, which hinders users from understanding the product details.
Home pages showed a somewhat better score of 63, though they also fell short of the recommended level. While home pages generally serve as the first point of contact, issues like poor color contrast, inconsistent navigation options, and missing ARIA (Accessible Rich Internet Applications) labels for interactive elements create barriers for users with disabilities.
These findings indicate that while some progress is being made, significant gaps remain in ensuring that eCommerce platforms in Switzerland are accessible to all users.
What a few sites got right
Despite the overall challenging landscape of accessibility in Swiss online stores, a few websites distinguished themselves by achieving commendable accessibility scores. These success stories provide valuable insights into what works well and can serve as models for improving accessibility across the board. Here’s what the top-performing sites did right:
- One of the standout features of the accessible sites was their effective labeling of buttons and links. These sites ensured that all interactive elements were clearly and descriptively labeled, making navigation straightforward. For example, buttons like “Add to Cart” or “Submit Form” were clearly identified, helping users understand their function and perform actions without confusion.
- The successful sites also excelled in the consistent use of ALT text for images. These sites adhered to best practices by ensuring that every image had descriptive ALT tags, which is especially important on product pages where visual details are crucial. This attention to detail helps bridge the information gap for users who cannot see the images.
- Finally, high color contrast was another significant factor contributing to the success of these websites. The sites that scored well made sure that text was not only legible but also easily distinguishable from the background, adhering to WCAG 2.1 guidelines for contrast ratios.
Call to action
To make meaningful improvements in accessibility and ensure that Swiss online stores are inclusive to all users, businesses should focus on the following key areas:
Ensure that all buttons, links, and form elements are properly labeled with clear, descriptive text. This will help users who rely on screen readers or other assistive technologies to understand the function of each interactive element. Address issues with navigation menus and dropdowns to ensure they are fully functional and accessible. Users should be able to navigate through the site using a keyboard or other assistive devices without encountering barriers. Lastly, accessibility evaluation tools and manual testing should be used to ensure ongoing compliance with these standards. Regular audits can help identify new issues as the website evolves.
Start with a comprehensive audit of the current website to identify critical issues and prioritize fixes based on their impact on users. By addressing key barriers such as missing labels and poor color contrast, Swiss eCommerce accessibility can be significantly improved—benefiting users and reducing compliance risk. Then, address high-impact issues such as missing ALT text, broken links, and inaccessible form fields. These changes can significantly improve the user experience. Next, create a detailed plan outlining the steps to address accessibility issues, including timelines and responsibilities. This plan should also include ongoing monitoring and updates to ensure continued compliance. It’s important to consult with accessibility professionals to guide the improvement process and provide specialized insights. Another crucial step is to provide training for your development and design teams on accessibility best practices and the importance of inclusive design.
Businesses can enhance accessibility, provide a more inclusive online experience, and avoid potential penalties related to non-compliance by focusing on these key areas and taking immediate, actionable steps. Improving accessibility is not only a legal and ethical responsibility but also a strategic move that can enhance customer satisfaction and broaden market reach.
Read more about the European Accessibility Act Services that we offer.
EAA has been effective since June 28, 2025.
