Why fixing “invisible” UX issues is not optional anymore
We see “beautiful” websites every day - with no alt texts, broken heading structure, or inaccessible buttons.
It’s not obvious at first glance, but these issues are the reason why some users simply can’t complete a purchase.
Hidden losses:
At the Drive ROI and Limit Risk webinar, Glenda Sims from Deque shared powerful stats about the purchasing power of people with disabilities:
- In the US, working-age people with disabilities have $490B in after-tax disposable income.
- If we include their friends and family who adapt their decisions - that’s $13 trillion globally.
And what’s more - people don’t complain when a site is inaccessible.
They just leave - and take their networks with them.
Common Mistakes
- No keyboard/tab navigation
- Missing ARIA labels
- Low-contrast buttons
- Copy-pasted privacy docs (yes, that’s copyright violation)
- Up to 30% of users abandon checkout due to subtle technical blockers
Core principles of e-commerce compliance
At the Ukrainian ITU Legal Talks webinar, Myroslav Khmarskyi explained:
- Clarity - users should immediately understand what you're offering
- Consent - any action involving personal data must be based on clear consent
- Control - users should be able to view, modify, or delete their personal data
Responsibility lies entirely on the website owner — not freelancers or developers.
It’s your reputation, your data security, your risk.
Who Sets the Rules
- FTC (USA), EU Commission, FCC
- Ukrainian Consumer Protection & Antimonopoly Committee
- WCAG, ADA, EN 301 549
- Coalition for Better Ads, Clean Software Alliance
Anything that affects user experience can trigger a complaint - or even legal action.
What Your Website Needs
Essential Documents:
- Terms of Use
- Terms of Sale
- Privacy Notice
- Cookie Policy
Terms of Use should include:
- Company info (name, address, registration number)
- Who can create an account, and how to delete it
- User responsibilities
- Refund policy, guarantees, subscription terms, how you make updates
Privacy Notice should explain:
- Who collects the data and why
- What data you collect
- Who may access or receive the data
- How to change or delete it
- How to file a complaint
Use plain language, not legalese.
If you mention cookies, be specific - who sets them, for what purpose, and give users options.
Accessibility Pays Off
Glenda Sims from Deque shared numbers during the "Drive ROI and Limit Risk" webinar that are hard to ignore.
Working-age people with disabilities in the US have $490 billion in post-tax income. Globally, including their families and friends, this becomes a $13 trillion market.
And here's the catch - if your site isn't accessible, users won’t complain. They’ll just go elsewhere. And their loyal network will go with them.
Accessibility Saves You Money
Deque gave an example: shifting just 10% of users from phone/mail to digital channels can save over $1 million monthly.
Accessibility means lower support costs and better UX.
Overlays Don’t Work
Overlays are not magic. They’re quick fixes that cause legal trouble. Some companies using overlays have already been fined.
If you see an ad promising "one line of code = full accessibility," that's a liability, not a solution.
Key Numbers to Know
- Fixing an issue after a complaint: $10,000
- Fixing it during design: $100
- 100 complaints = $1 million
- One lawsuit (average cost): $356,000
How to Estimate Your Risk
- Research lawsuits in your industry
- Test your site against WCAG and EN 301 549
- Check how your support team handles accessibility-related inquiries
Most ADA lawsuits in the US target e-commerce. And many businesses get sued again years later.
It’s not just the US:
- European Accessibility Act in effect as of June 28, 2025
- Affects any business selling in the EU - even if based in Ukraine
- Covers websites, mobile apps, e-comm platforms, ticketing terminals
- Each EU country has its own penalties
So what now?
You can ignore it or you can prepare your site now.
It’s cheaper, more ethical, and smarter.
And yes - this is my specialty. I build and audit websites that comply with global accessibility standards.
Get in touch via the form below - let’s explore the right strategy for you.