The £/$/€ millions ecommerce brands are losing by ignoring accessibility

What if one of the biggest untapped growth opportunities in ecommerce isn't better ads, better AI, or better conversion optimization, but simply making your website usable by more people? Imogen from EnableAll joins the podcast to make the case that accessibility isn't a compliance exercise. It's a growth lever. One luxury retail client discovered that 6% of its revenue was coming from customers using an accessibility toolbar, and those customers were converting at 6x the average ecommerce benchmark. So why are so many brands still treating accessibility as a legal checkbox? Imogen breaks down what's actually happening behind the scenes: how inaccessible code excludes customers, what EnableAll changes at the code level, and how tools like screen readers and AI sign language can fundamentally change the way people shop online. Imogen and John also cover the global wave of accessibility legislation, why accessibility 'overlays' have developed such a bad reputation, and why fixing the underlying code matters. Plus which ecommerce verticals are leading the way, and why rushing into agentic commerce before fixing accessibility could actually make the internet less accessible, not more.