I came across an interesting fact today. There is no reports/studies/statistics showing that “having a web shop that is accessible for people with disabilities actually increases sales” (if I’m wrong, here please let me know where to find such report). Or maybe there is, but under a slightly different name? Like for example “Having a web shop that actually works in different browsers and on different devices increase sales”. Hmm. In web accessibility, it is time to stop talking about people’s shortage of capabilities and time to really focus on the basic fact that the website should be rich and structured enough to give the power to decide how the information should be presented the user – to the user. The user is king anyway, since he has the ultimate power to decide if he should read this at all or just go ahead do something else. Anyway, I think this can illustrate what I mean: Web consultant say;-“We can increase the accessible of your ecommerce store for disabled people, but that will cost you”. The web shop owner says;-“What’s the ROI?” Consultant;-“Hmm, let’s see, how many disabled people are in your primary target group?” Owner;-“They are not in our target group, we targeting middle class working people with decent income with our home electronic goods, so I do not see that this is relevant for us” These kinds of dialogues are not as uncommon as you might think. If he opened up like this; “-We can make your web shop work for everyone independent of what sort of device or web browser they use, but it will cost you.” Reaction could have been something like: Owner;-“Would it mean that we could get more customers?” Sales;-“Yep, People would actually be able to buy things in your store from their PC’s, Mac’s, Linux boxes, Blackberries, mobile phones, hey, maybe also from their digital TV sets”. Owner;-“What a killer! I’ll take two!” There is not really any difference in the results from the two (quite different) dialogues, the thing is that the second one sounds attractive and is sellable, the first one not.