Can you think of an online sign up process, which does not require an email address for completion and allows you to login without any hassle? Using Facebook credentials for logging into a website makes life easy for today’s impatient and password overloaded customers. But according to a survey done by “Betapond” only 14.5% European and 6% of European e-Commerce sites are doing it. Another survey done by Sociable Labs in September 2012 found that just 30 out of top 500 online retailers have implemented “login with Facebook” which clearly shows that the majority of e-commerce sites feel they are better off without it. But it does not mean that e-commerce websites are not using Facebook login option on their site. According to the survey, 40% of customers prefer Facebook login over a guest login and yes I am one of those 40%.
So if you are considering implementing Facebook login on your e-Commerce portals, here are the pros and cons:
Why e-commerce sites should use Facebook Log-In?
•One password for many services: One password for multiple services is very convenient for today’s impatient users and after strict cyber laws people are very comfortable and assured while using it
•Logging with social credentials eliminates the pain of recalling password and more helpful for returning customers. It eliminates consumer frustration, shopping cart abandonment and due to the ease it provides it has become quote popular with consumers and merchants over the past few years.
•Accidental Authentication: Some sites will auto-authenticate your visit if you login on your machine. So e-commerce portals should ask to authenticate social login on every visit regardless of whether someone’s logged in to a Facebook account at the time. This is one of the major reasons, telecom Industry is not using Facebook authentication
•Some People don’t use Facebook: Around 1bn People around the globe use Facebook but believe it or not there is still pretty much big audience, who don’t have a Facebook account. So are you willing to completely ignore these people by relying solely on a Facebook login?
To sum up the article here is my conclusion: I totally agree that Facebook login feature is the latest shiny thing in e-commerce world, but the website masters/owners should be quite realistic with respect to the actual engagement.