With over 16% of the world's population living with some form of disability, e-commerce retailers must prioritize digital accessibility to tap into a significant and often underserved market. Businesses need to ensure that they are as accessible as possible, not only to mitigate legal risks but also to support long-term growth, which is backed by impressive data and statistics.

The size and importance of the accessible and neurodiverse market

Globally, more than 1.3 billion people are disabled, which includes people with physical impairments, sensory disabilities, and neurodiverse conditions such as autism, attention-deficit/hyperactivity disorder (ADHD), and dyslexia, all of whom face unique challenges navigating e-commerce sites.

Neurodiversity is increasingly recognized as a major component of this market. Around 15% to 20% of people in the UK are neurodivergent, meaning they process information and think differently from neurotypical individuals, while in the United States, roughly 20% of the population has some degree of dyslexia (The Yale Center for Dyslexia & Creativity, 2025). 

Combined, this market wields substantial economic power, with an estimated $8 trillion in annual disposable income worldwide. Despite this, WebAIM data shows that only about 3% of the internet is accessible to people with disabilities and neurodiversity, meaning a vast majority are excluded from seamless online shopping experiences. 

The business impact of accessibility and neurodiversity inclusion

Accessible websites not only comply with legal standards but also enhance user experience (UX) and business performance. Accessibility improvements correlate with higher conversion rates, improved overall usability and reduced bounce rates,benefitting all users and not merely those with disabilities.

Importantly, 70% of disabled consumers will abandon inaccessible websites, leading to a £17.1 billion missed opportunity for UK businesses alone. Similarly, neurodivergent consumers often face overstimulation, navigation challenges, or unclear language on poorly designed sites, which can reduce average order values and deter repeat purchases. An inclusive design that considers neurodiversity can improve retention and increase average order values through better cross-sell and upsell opportunities. For example, a retailer generating $500,000 in annual sales could see an additional $5,000 per year with just a 1% increase in conversions driven by accessibility.

Legal compliance and risk mitigation

The European Accessibility Act (EAA), the Americans with Disabilities Act (ADA), and other global regulations mandate digital accessibility, with non-compliant businesses risking fines, sanctions, and product sales bans in major markets. Over 11,000 ADA-related web accessibility lawsuits were filed in the US between 2017 and 2023, with legal fees and settlements often reaching tens or hundreds of thousands of dollars. Small and medium-sized businesses are particularly vulnerable, with over half of ADA lawsuits targeting companies under $25 million in revenue.

Accessibility apps, such as EnableAll, offer a streamlined solution to achieve compliance quickly and without costly developer intervention, supporting AA and AAA Web Content Accessibility Guidelines (WCAG 2.1) standards and reducing legal risk.

Driving long-term growth through inclusion

Beyond compliance and revenue gains, embracing accessibility for those with disabilities and neurodiversity strengthens brand reputation and fosters customer loyalty. According to a study by Cone/Porter Novelli, 82% of consumers prefer to buy from companies demonstrating inclusive values, and 64% are willing to pay more for socially responsible products.

E-commerce retailers who invest in digital accessibility and neurodiversity inclusion unlock a vast market of over a billion people, boost conversions, avoid costly legal risks, and build lasting brand loyalty. Accessibility apps simplify this process, assisting businesses to grow inclusively and sustainably.