Level Access

Author: Level Access

For many businesses in Europe, digital accessibility isn’t just a compliance obligation—it’s a growth lever. In fact, 82% of professionals in the U.K. and European Union (EU) say that digital accessibility contributes to stronger revenue, according to our Seventh Annual State of Digital Accessibility Report.

The data is clear: organisations recognise that inclusive experiences expand their customer base, improve conversion, and strengthen brand trust. This is no surprise given that more than 135 million—or nearly one in five—people in Europe live with disabilities. For consumer brands, prioritising accessibility is key to reaching this large, historically underserved market segment. And for business-to-business (B2B) technology vendors, accessibility is an increasingly decisive factor in winning contracts—not just among enterprise and public-sector buyers, but also in regulated markets, like e-commerce.

In this post, we explore how digital inclusion fuels commercial success for both business-to-consumer (B2C) and B2B organisations in Europe—and outline actionable steps you can take to harness accessibility as a strategic advantage.

Accessibility wins—and retains—customers.

B2C organisations that invest in barrier-free digital experiences not only reach a broader audience, but also streamline customer journeys and keep shoppers coming back. Specifically, digital accessibility helps consumer brands:

  • Improve user experience (UX): The vast majority (96%) of European professionals we surveyed say digital accessibility improves UX, a critical factor in conversion and retention. Accessible design helps customers complete tasks more easily, whether they’re browsing, booking, buying, or managing accounts. And this isn’t just true for customers with disabilities—digital experiences that are easy to navigate for people with disabilities are more intuitive for everyone.
  • Expand market reach: Accessible brands open their doors to a broader customer base—including aging populations, people with temporary disabilities (such as an injury), and people with situational disabilities, as well as those living with permanent disabilities. So, it follows that 83% of professionals in Europe say accessibility improves customer acquisition.
  • Strengthen brand loyalty: Customers are more likely to stick with brands that provide an exceptional experience, and that align with their values. An overwhelming 93% of European professionals report that digital accessibility improves customer satisfaction, and 88% say it improves customer retention.
  • Reinforce brand reputation: When they demonstrate a commitment to inclusion, brands gain trust and goodwill—both from consumers and from the broader marketplace. Our research backs this up: 91% of European professionals say accessibility helps improve brand reputation.

Accessibility accelerates B2B sales cycles.

For B2B software vendors, accessibility is now a widespread procurement requirement. Across industries, 82% of European professionals say they require proof of product accessibility at least most of the time when buying digital products.

The stakes are especially high for vendors selling to enterprises, the public sector, and consumer brands covered by the European Accessibility Act (EAA). In these markets, procurement teams increasingly treat accessibility as “table stakes”: If a vendor can’t provide documented proof of product accessibility, such as a completed Voluntary Product Accessibility Template (VPAT®), they may be removed from consideration early in the procurement process.

Even if a vendor isn’t disqualified altogether, lack of accessibility documentation can stall sales cycles or trigger additional scrutiny from buyers—putting revenue at risk. And when vendors are left scrambling to produce a VPAT after a buyer has already requested it, this last-minute work diverts resources from other projects, potentially jeopardizing launch timelines.

Conversely, vendors that proactively ensure—and document—product accessibility can retain control over their product roadmap, unlock valuable sales opportunities, and close deals more quickly, gaining an edge over competitors. In fact, 86% of B2B technology companies in Europe say that digital accessibility is a competitive advantage for their business.

Accessibility reduces legal and operational risk—protecting revenue.

With the EAA now in effect, digital accessibility is becoming even more imperative for businesses operating in the EU. Consumer-facing organisations covered by the Act may face steep fines or penalties if they neglect to meet accessibility requirements—not to mention the reputational damage associated with lawsuits. In some cases, they may also be forced to remove non-compliant products or services from the market, negatively impacting their bottom lines.

Meanwhile, B2B organisations will face more pressure to conform to accessibility standards from buyers who don’t want to jeopardize their own compliance status by procuring inaccessible products. This heightens revenue risks for inaccessible vendors, but gives those that proactively prioritise accessibility an opportunity to capture market share left behind by less prepared competitors.

Five tips to turn accessibility into a growth engine

Whether you sell to consumers, businesses, or public entities, the path to revenue growth through accessibility starts with a sustainable, scalable practice. Based on our experience supporting organisations across Europe and the U.K., we recommend taking the following steps to build a program with measurable business impact.

  1. Invest in comprehensive solutions to accelerate progress: End-to-end accessibility solutions—combining AI agents, a unified platform, and human expertise—can help teams identify issues earlier, fix them faster, and report on ROI, even across large portfolios.
  2. Enable teams through training: Teams with access to high-quality accessibility training can build and maintain accessible experiences more efficiently.
  3. Assign an accountable party: Ownership drives consistency across teams, systems, and workflows.
  4. Embed accessibility proactively: Integrate accessibility into design, development, content creation, and procurement processes to reduce rework and cost.
  5. Engage third-party experts: Experienced accessibility professionals can help close knowledge gaps within your organization, providing valuable guidance on compliance, technical implementation, and program management—as well as auditing and VPAT support.

Make accessibility your advantage

Accessibility is a powerful growth enabler for organisations across Europe, driving customer acquisition, strengthening retention, and unlocking B2B sales opportunities.

Ready to make your commitment to inclusion a competitive edge? Choosing the right partner is key. With more than 25 years of experience, Level Access has supported organisations in the U.K., EU, and around the globe to build accessibility programs that deliver real business impact.

Our Hybrid Intelligence solution combines the efficiencies of AI and automation with the market’s deepest bench of subject matter expertise, helping teams find more issues more quickly, fix them more reliably, and confidently prove ROI.

Contact us today to learn how we can help your organisation unlock revenue through digital accessibility.

Frequently asked questions

How does digital accessibility lead to revenue growth for European organisations?

Digital accessibility expands your customer base, improves user experience, and removes barriers that prevent people with disabilities—representing roughly 135 million Europeans—from completing key actions like purchasing, onboarding, or accessing services. It also strengthens customer satisfaction and retention, which directly influences recurring revenue. For B2B companies, accessibility is increasingly a procurement requirement, meaning accessible products have a competitive edge in winning enterprise and public-sector contracts.

B2B vendors who are regulated by the EU face rising expectations from buyers who must meet accessibility obligations under the EAA and Web Accessibility Directive (WAD). Procurement teams often require proof of accessibility, such as a VPAT, before finalising contracts. Vendors that cannot demonstrate compliance risk longer sales cycles, exclusion from consideration, or loss of existing contracts—making accessibility a direct driver of revenue protection and growth.

The most effective teams invest in a combination of AI-powered tools, training, and expert guidance to accelerate progress. Establishing clear accountability for accessibility, embedding it proactively into design and development workflows, and partnering with third-party specialists helps organisations scale their efforts efficiently. This approach not only supports compliance but enables better customer experiences, stronger brand equity, and expanded market opportunities across Europe.

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