The Online Shopping Journey of Visually Impaired People (VIP): A Brief

In our previous blog, we explored the offline shopping journey of visually impaired individuals (VIPs) and the challenges they face, from pre-shopping to post-shopping activities. In this blog, we delve into online shopping behaviours, the challenges VIPs encounter, and actionable recommendations to enhance inclusivity, drawing insights from our research as we work toward creating VR shopping experiences tailored for VIPs.

Behaviours of VIP in Online Shopping

VIPs use adaptive strategies to navigate online shopping platforms despite accessibility challenges. They extensively use assistive technologies like screen readers, voice assistants, and keyboard shortcuts to streamline their browsing and purchasing experiences [2][9]. While online shopping provides them independence [2], it is often seen as more practical than enjoyable [14]. Many prefer shopping on familiar platforms where they have memorized layouts, enabling quicker navigation. While independence is valued, many consumers also appreciate assistance from acquaintances or professional support systems [14]. Consumer reviews play a crucial role in their decision-making, often compensating for missing product details [7]. Additionally, VIPs exhibit a strong preference for structured and predictable web designs [14], reducing cognitive overload while browsing.

Some notable behaviours include:

• Use of exploratory and repeated queries to compare product specifications, prices, and reviews [1].

• VIPs are most active in online shopping during stationary conditions, such as after work or classes, with peak activity at 4 PM, unlike sighted users who shop throughout the day [8].

• Reliance on voice-assisted tools for hands-free navigation and product searches [9].

• Preference for shopping platforms that offer a consistent and structured user experience [8].

• Strong dependence on previous purchase history to avoid unfamiliar or inaccessible product pages [2].

• Using mainstream platforms to avoid the stigma of specialized services while maintaining a sense of normalcy [8][10].

• They prioritize appearing "ordinary" to blend into society, avoiding products or tools that label them as blind [10].

  
  

Challenges Faced by VIPs in Online Shopping

Despite advancements in assistive technology, many VIPs still face persistent barriers while shopping online. Poorly designed websites with fragmented product information make navigation difficult, leading to frustration and decision fatigue. The inability to access detailed visual descriptions creates obstacles in evaluating products accurately [2][11]. Often feelings of frustration, helplessness, neglect, and exclusion caused by inaccessible shopping platforms [13]. Additionally, customer support services often lack accessibility accommodations, making it challenging for VIPs to seek assistance when required. The absence of personalized recommendations tailored to VIP-specific needs further limits their shopping experience.

Some notable challenges include:

• Inability to compare product variations effectively due to missing or unclear specifications [1].

• Problems with filling out forms (e.g., payment and shipping details) due to poor website design led to errors, frustration, and in some cases, abandonment of purchases [14][13].

• Inconsistent placement of key information, requiring excessive scrolling and effort [1].

• Lack of intuitive filtering and search functionalities tailored to accessibility needs [8].

• Frequent website updates disrupt previously familiar navigation patterns [13].

  
  

Recommendations for Improvement

To enhance online shopping inclusivity, e-commerce platforms must prioritize accessibility-focused innovations. AI-driven summarization of customer reviews and product descriptions can significantly improve information accessibility [1][3][7][11]. Customizable user interfaces with voice-driven navigation and alternative text-based search options can provide a more seamless experience [4][11]. Additionally, integrating accessibility feedback loops where VIPs can report barriers directly to website administrators will ensure continuous improvement in usability.

Some notable recommendations include:

• Development of AI-based review filtering tools to highlight relevant customer feedback [8].

• Implementation of real-time assistance features, such as chatbot support optimized for screen readers [4][9].

• Integration of adaptive layouts that allow VIPs to customize website structure based on their preferences [7].

• Encouragement of user-driven accessibility improvements through direct feedback mechanisms [8].

• Design of incentive mechanisms to nudge sellers toward creating accessible listings of products [5].

• Providing haptic feedback combined with detailed audio descriptions to enhance product evaluation and decision-making [12].

• Extension of accessibility solutions to non-English-speaking regions and underserved communities [6].

Conclusion

Understanding and addressing the challenges faced by VIPs in online shopping is essential for creating a more inclusive digital marketplace. These insights reveal existing gaps and lay the foundation for future solutions. As we progress toward crafting VR shopping experiences for VIPs, our mission remains clear: to empower visually impaired individuals with tools that ensure independence, ease, and satisfaction in every shopping journey. By embracing these recommendations, we can redefine inclusivity in e-commerce and foster a seamless shopping experience for everyone.

References

1. Prakash, Y., Nayak, A.K., Sunkara, M., Jayarathna, S., Lee, H.N. and Ashok, V., 2024. All in One Place: Ensuring Usable Access to Online Shopping Items for Blind Users. Proceedings of the ACM on Human-Computer Interaction, 8(EICS), pp.1-25.

2. Thadikaran, G.B. and Singh, S.K., 2024. Fostering Inclusion in Digital Marketplace: Vistas into the Online Shopping Experiences of Consumers with Visual Impairment in India. Organizations and Markets in Emerging Economies, 15(1 (30)), pp.90-108.

3. Pal, R., Kar, S. and Sekh, A.A., 2024. Enhancing Accessibility in Online Shopping: A Dataset and Summarization Method for Visually Impaired Individuals. SN Computer Science, 5(8), p.1010.

4. Villegas-Ch, W., Amores-Falconi, R. and Coronel-Silva, E., 2023. Design proposal for a virtual shopping assistant for people with vision problems applying artificial intelligence techniques. Big Data and Cognitive Computing, 7(2), p.96.

5. Ryskeldiev, B., Hara, K., Kobayashi, M. and Kusano, K., 2022, October. Investigating Accessibility Challenges and Opportunities for Users with Low Vision Disabilities in Customer-to-Customer (C2C) Marketplaces. In Proceedings of the 24th International ACM SIGACCESS Conference on Computers and Accessibility (pp. 1-4).

6. Kangeswaran, V., Vasandarai, D., Eliyas, C., Munsil, M.M.M., Kodagoda, N. and Suriyawansa, K., 2021, December. A bilingual audio based online shopping mobile application for visually impaired and the elderly people. In TENCON 2021-2021 IEEE Region 10 Conference (TENCON) (pp. 658-663). IEEE.

7. Wang, R., Chen, Z., Zhang, M.R., Li, Z., Liu, Z., Dang, Z., Yu, C. and Chen, X.A., 2021, May. Revamp: Enhancing accessible information seeking experience of online shopping for blind or low vision users. In Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems (pp. 1-14).

8. Park, J., Han, Y. and Oh, U., 2020. Understanding smartphone-based online shopping experiences and behaviors of blind users. International journal of advanced smart convergence, 9(3), pp.260-271.

9. Chand, M., Mulchandani, S. and Mirkar, S., 2019, December. Visually Impaired Friendly E-commerce website. In 2019 4th International Conference on Electrical, Electronics, Communication, Computer Technologies and Optimization Techniques (ICEECCOT) (pp. 191-196). IEEE.

10. Liu, G., Ding, X., Yu, C., Gao, L., Chi, X. and Shi, Y., 2019, May. " I Bought This for Me to Look More Ordinary" A Study of Blind People Doing Online Shopping. In Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems (pp. 1-11).

11. Stangl, A.J., Kothari, E., Jain, S.D., Yeh, T., Grauman, K. and Gurari, D., 2018, October. Browsewithme: An online clothes shopping assistant for people with visual impairments. In Proceedings of the 20th International ACM SIGACCESS Conference on Computers and Accessibility (pp. 107-118).

12. Wong, E.J., Yap, K.M., Alexander, J. and Karnik, A., 2015, August. HABOS: Towards a platform of haptic-audio based online shopping for the visually impaired. In 2015 ieee conference on open systems (icos) (pp. 62-67). IEEE.

13. Fuchs, E. and Strauss, C., 2012. Online shopping involving consumers with visual impairments–a qualitative study. In Computers Helping People with Special Needs: 13th International Conference, ICCHP 2012, Linz, Austria, July 11-13, 2012, Proceedings, Part I 13 (pp. 378-385). Springer Berlin Heidelberg.

14. Kaufman-Scarborough, C. and Childers, T.L., 2009. Understanding markets as online public places: Insights from consumers with visual impairments. Journal of Public Policy & Marketing, 28(1), pp.16-28.