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Facebook holds a big lead in social logins on retail sites, with Rebecca Lieb in Internet Retailer

Altimeter Group

As quoted in Internet Retailer:

Social logins aren't important because they're "social" but because they offer a consumer a universal login that increases the liklihood he will sign into an e-commerce site, says Rebecca Lieb, an analyst at The Altimeter Group. "There's less of a barrier to entry to an e-commerce site, or other password-protected property, when it can be accessed with existing credentials rather than compelling a consumer to go through the rather high bar of establishing a new registration and setting a new password," she says. However, when a consumer uses a social media account it does enable that shopper to more easily share on that social network...

Read the rest of this article on Internet Retailer.