The British Travel Brand highlights the link between accessibility engagement and increased ecommerce conversion.  

LONDON, May 20, 2026 – Antler, the British travel brand, has strengthened its ecommerce site with best-in-class accessibility so people of all abilities — including those with visual, auditory, motor, or cognitive disabilities — can fully perceive, understand, browse and shop with the brand.

As a result, it has found shoppers who engage with these accessibility features convert between three and six times the rate of average retail ecommerce benchmarks, highlighting the commercial value of creating more inclusive online brand experiences.

Founded in Britain in 1914, Antler is the British travel brand with over 110 years of expertise, designing luggage and travel accessories for those who travel often.

And now on the eve of Global Accessibility Awareness Day (May 21), the brand is demonstrating how accessibility can support both customer experience and commercial performance, beyond compliance alone. The findings represent one of the first real-world datasets linking digital accessibility directly to ecommerce conversion.

Antler implemented EnableAll across its US, UK, Australian and global sites to strengthen alignment with the Americans with Disabilities Act (ADA), the European Accessibility Act (EAA), and broader WCAG standards. As a design led brand, it was important that any accessibility solution integrated seamlessly into the Antler digital experience without compromising on brand identity, performance or customer journey.

“As consumer expectations and legal standards around digital accessibility continue to evolve, we wanted Antler to be at the forefront by delivering a more inclusive online experience,” said Kirsty Glenne, CEO, Antler. “We’re excited to share data that demonstrates accessibility is not just a compliance consideration but can also be a meaningful growth driver for retail ecommerce. We hope these findings encourage a broader shift across the industry, helping more brands recognize accessibility as both a customer experience priority and a commercial opportunity.”

In April 2026 alone, Antler saw a total of 3,499 interactions with the EnableAll Assist-Bar, which allows site visitors to customize their experience to accommodate their needs.  High sales conversion rates show that customers who use these accessibility features – thanks in part to friction being eliminated -- follow through with a purchase.

Says Imogen Wethered, EnableAll CEO, “Antler’s findings raise a question for the wider retail industry: if accessibility users consistently outperform on conversion, accessibility investment may belong in growth budgets, not just legal and compliance. We expect similar patterns to emerge as more retailers begin measuring accessibility as a commercial channel. With the EAA now in force across the EU and ADA enforcement continuing to expand in the US, the regulatory pressure on retailers is rising — but the Antler data suggests the commercial case may, in time, prove the more compelling driver of adoption.”

About EnableAll

EnableAll is an ecommerce accessibility software provider that helps brands improve web accessibility, strengthening compliance with global regulations such as the ADA and European Accessibility Act (EAA), and creating better online experiences for the 1 in 4 people living with a disability.

Built for Shopify and modern ecommerce, EnableAll automatically fixes key accessibility barriers at code level to better align websites with WCAG accessibility guidelines and ensure sites work properly with assistive technologies such as screen readers and keyboard-only navigation. EnableAll also provides an optional customer Assist-Bar with features including sign language translation, text-to-speech, colour and contrast adjustments, stop-animation controls, and simplified content modes, supporting people with dyslexia, ADHD, low vision, hearing loss, epilepsy, mobility impairments, and more. 

About AntlerThe British Travel Brand I Since 1914. Antler has built a legacy of travel expertise for over 110 years - designing and manufacturing quality luggage ‘for those who travel often’. With pioneering British design that caters to the discerning tastes of the modern traveller, Antler creates luggage that incorporates innovation, function and durability with a lifetime warranty. Antler’s headquarters are London based, led by CEO Kirsty Glenne.