How Unhidden improved its Shopify store accessibility and conversion with EnableAll
06 Feb 2026 • 5 mins
How Unhidden improved its Shopify store accessibility and conversion with EnableAll
06 Feb 2026 • 5 mins
How EnableAll helped leading Shopify fashion retailer of adaptive clothing to improve customer experience, conversion, and SEO - alongside ADA and EAA compliance.
The client
Unhidden is a pioneering adaptive fashion brand creating stylish, functional clothing for people with disabilities. Their online store is built on Shopify.
Industry: Fashion retail: Adaptive and inclusive clothing.
Website: Unhidden.com
Products used: EnableAll Code-Fix, EnableAll Assist-Bar.
Key results
83%
reduction in accessibility errors, improving accessibility.
4x
improvement in accessibility features.
+10,000
features used in just a month.
It’s definitely given me peace of mind, and it’s helped convert customers. It’s made it easier for people to decide whether or not they want to spend their money with us.
Victoria Jenkins. Founder, Unhidden
Key takeaways
Improved customer conversion, by removing accessibility barriers and helping more customers complete the shopping journey.
Stronger long-term profitability, by serving customers who would otherwise be excluded or lost.
Peace of mind and reduced development costs, through always-on accessibility without ongoing technical effort.
I think the challenge of accessibility digitally is sometimes the cost, because you either have to pay a developer or build it yourself.
Victoria Jenkins. Founder, Unhidden
The challenge
For Unhidden, accessibility is not a compliance checkbox, it is the foundation of the brand itself. Built around inclusion, the brand needed a digital experience that reflected the same care and attention to detail as its products, enabling every customer to browse, understand, and purchase with confidence as the business grows.
Shaped by her own lived experience of disability and years of advocacy, Victoria Jenkins’ expectations for accessibility and aesthetics were exceptionally high.
She wanted Unhidden to stand out as a leading example for accessibility to other ecommerce brands, particularly at a time where growing legislative pressure from the ADA, EAA, and UK Equality Act mandate companies to comply with WCAG standards.
Yet, as a small business owner with limited time and resource, offering greater accessibility could not involve constant custom development work.
The code fixing matters to me as a founder, because it gives me peace of mind that it makes the website more compliant in ways that I wouldn’t necessarily know about, because coding isn’t my skill set… There's also an absolutely incredible toolbar that allows you to customize your experience on the site.
Victoria Jenkins. Founder, Unhidden
The solution
Unhidden selected EnableAll as its accessibility partner because of its depth of functionality, design-led approach, and clear focus on real-world user needs.
Code-fix confidence without added cost: A quick installation on the Unhidden website enabled EnableAll’s AI-powered code-fix capabilities to automatically repair remaining accessibility gaps at code level, without additional development work or ongoing technical overhead. While the site was already highly accessible, EnableAll now acts as an always-on layer of support, helping ensure new content and updates continue to improve accessibility over time.
Flexible, customer-led accessibility: Alongside backend improvements, the EnableAll Assist-Bar allows customers to personalize how they browse the site, adjusting fonts, colors, contrast, and navigation tools. This flexibility supports customers with visual, motor, cognitive, sensory, and neurodivergent needs, helping more people confidently discover products and complete their purchase.
What founders need to consider is that this will lead to more customers and more conversions. You'll have better SEO, and you'll also have a better reputation. It’s also just one thing you don't have to think about as much, because you have to be compliant.
Victoria Jenkins. Founder, Unhidden
The results
With EnableAll in place, Unhidden has strengthened its digital experience in a way that fully aligns with its mission of maximum inclusivity:
Improved customer conversion
Through reduced barriers and friction within the Unhidden shopping experience.
Improved SEO & LLM discoverability
due to the 4x improvement in accessibility features that equally help assistive technology users to better use the Unhidden Shopify store.
Reduced development costs
Now that a number of key accessibility enhancements are made automatically without development Victoria and her team can save budget and focus on growth.
Peace of mind
For the founder knowing EAA and ADA accessibility compliance is improved by after an 83% reduction in accessibility errors, and that it is continuously supported as new content is added and the site evolves.
Improved customer experience
10,000 features used in just a month.
Stronger alignment
between brand values and digital execution, reinforcing Unhidden’s position as a leader in inclusive, design-led fashion.
Stronger long-term profitability
By better serving customers who are often excluded by inaccessible ecommerce experiences.
