How Antler turns accessibility compliance into a measurable growth driver
19 May 2026 • 4 mins
How Antler turns accessibility compliance into a measurable growth driver
19 May 2026 • 4 mins
The Client
Antler is a globally recognized premium luggage brand, known for its design-led products and beautifully crafted e-commerce experience.
Industry: Luxury retail
Website: antler.com / antler.co.uk
Products used: EnableAll Code-Fix, EnableAll Assist-Bar, Expert Services
Key results
3-6x
higher rate among Assist-Bar users vs. standard retail conversion rates.
6%
of sales used the Assist-Bar.
3499
interactions with the EnableAll Assist-Bar in one month.
5.8
sign language activations per day.
82%
reduction in accessibility errors.
3x
increase in positive accessibility features.
156%
total improvement across all five metrics.
EnableAll has been a powerful way to strengthen our online accessibility and inclusion, while maintaining a premium retail experience. Their technology provides valuable code-level fixes that support customers using assistive technologies to use our site, such as screen readers and keyboard navigation.
The EnableAll team has been proactive and highly supportive, working closely with us to implement and refine the solution for a large-scale retail environment. We chose EnableAll for its ecommerce focus, unique code-fix capabilities, advanced functionality, premium design, and strong customer support.
Laura Mandeville, Head of Ecommerce, Antler.
Key takeaways
Accessibility drives measurable revenue impact, purchases involving Assist-Bar users who convert at 3 - 6x higher rate that average retail conversion rates
Global compliance significantly strengthened without development work or compromising premium UX or performance
Clear, ongoing customer demand, with daily usage of features like sign language.
The Challenge
Antler’s brief was direct: support ADA, EAA, and broader WCAG alignment to underpin their global growth, and improve customer experience without ever asking customers to settle for a less version of the Antler brand. The premium experience had to be premium for everyone.
As a luxury brand, Antler’s website is highly visual, design-led, and carefully curated to reflect a premium brand. Any accessibility solution would need to integrate seamlessly without compromising brand consistency or visual identity.
It was equally important that conversion journeys remained untouched. Customers needed to browse and purchase without friction, and site speed had to be preserved throughout.
Key requirements included:
• Supporting compliance with global accessibility laws, including the European Accessibility Act (EAA) and the Americans with Disabilities Act (ADA).
• Maintaining a premium, design-led digital experience.
• Preserving conversion-critical journeys.
• Ensuring site speed and performance remained unaffected.
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. 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.
Kirsty Glenne, CEO, Antler.
The Solution
Antler implemented EnableAll as a fully integrated, plug-and-play accessibility solution that strengthened their compliance without touching their website's look and feel.
EnableAll Code-Fix fixes key accessibility gaps in Antler’s Shopify site’s backend to help shoppers that rely on assistive technology such as screen-readers and keyboard only customers, this includes adding alt text to images and labels to form fields and buttons, while also fixing the navigation for keyboard only users.
The EnableAll Assist-Bar sits on the front end of Antler’s site, allowing customers to personalize their experience through features such as text resizing, contrast adjustments, sign language support, and simplified content.
These enhancements were implemented without requiring a redesign or disrupting the existing site. Branded in Antler Green, the Assist-Bar sits within the site experience, available when needed but seamlessly integrated into the premium aesthetic.
Why EnableAll?
After reviewing the market, Antler selected EnableAll as the only solution able to combine compliance, performance, and premium UX, this included their:
• Always-on Code-Fix technology that improves accessibility and resulting legal compliance at the source.
• Comprehensive WCAG feature to support a wide range of user needs.
• Ecommerce-first architecture designed to protect and improve conversion performance.
• Premium, brand-aligned Assist-Bar maintaining Antler’s visual identity.
• Dedicated support suited to a global, high-growth brand.
The Results
Compliance without compromise
Using EnableAll Antler strengthened alignment with global accessibility standards, including ADA and EAA, without development work and without impacting site performance, UX, or brand identity. EnableAll delivered continuous, code-level improvements, reducing accessibility errors by 60% and increasing overall positive accessibility feature coverage by 3x.
Accessibility actively drives conversion
Accessibility has quickly become a meaningful part of the everyday shopping experience on Antler's site, with around 5% of shoppers engaging the Assist-Bar each month and sign language activated 5.8 times per day across their global sites.
The commercial story is even stronger. While 5% of shoppers use the Assist-Bar, 6% of total sales involve it. 11% of Assist-Bar users convert , which is 3-6x typical ecommerce industry benchmarks. This shows that customers with accessibility needs represent a high-intent segment, and when barriers are removed, they are significantly more likely to complete their purchase.
Lower bounce, broader reach
EnableAll Code-Fix continuously improves the underlying site experience for users who rely on assistive technologies, including the ~7% of users who rely on keyboard navigation and the ~3% who can’t use a mouse. While bounce rate improvements are harder to isolate, the effect is clear: removing accessibility barriers reduces friction at the earliest stages of the journey, preventing drop-off before conversion.
Compounding lifetime value
By enabling more customers to successfully complete their journey on their first visit, Antler is capturing higher-intent customers earlier. In ecommerce, these customers are significantly more likely to return, driving stronger repeat purchase rates and higher lifetime value over time.
