Inclusiveness of autistic consumers in E-commerce : An exploratory study on the inclusiveness for consumers on Autism Spectrum Disorder

Sammanfattning: Date:2023-05-31Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society, and Engineering, Mälardalen University Authors: Anwaar Naser, Laura Maria Trandafir and, Asterios Mastorokostas Varsamidis Title: Inclusiveness of autistic consumers in the E-commerce Supervisor: Stylianos Papaioannou Keywords: Autism, ASD, niche, consumer, inclusiveness, e-commerce, website design. Research question: How is the inclusivity of ASD consumers addressed in online shopping? Purpose: The purpose of this thesis is to analyse the online shopping experience of consumers with autism to identify opportunities for e-commerce businesses to create more inclusive websites. Method: A relevant literature scan has been done to identify the gap and spot the topic, followed by a secondary data review to recognise which can serve the purpose.  Thereafter, the thesis followed a qualitative approach to research by conducting semi-structured interviews with autistic consumers, autism experts, and web designers. Eight interviewees in total, supported by three sources of secondary data. The collected data was thematically analysed then. Conclusion: This study identifies challenges faced by individuals with ASD when navigating online, including sensory issues, language comprehension difficulties, distraction, and decision-making challenges, leading to feelings of exclusion. Inclusive design strategies are proposed, such as simple navigation, clear language, straightforward layouts, and sensory-friendly visual elements. Understanding the unique needs of ASD consumers is emphasized to create an inclusive shopping environment. Benefits for businesses include expanding the customer base, fostering loyalty, increasing satisfaction, meeting corporate social responsibility goals, and improving growth. Inclusivity is both a moral imperative and a business opportunity, with transparency, trust-building, and customer service being key. By prioritising inclusiveness and adopting successful examples, businesses can create a welcoming and accessible online shopping experience for individuals with ASD while driving profitability and customer loyalty.