Only four of the top 50 e-commerce websites offer social login or social connect to customers according to new research from big data and text analytics company Hello Soda.

Looking at the top 50 retail websites, the research found that only Netflix, ASOS, Dominos and Ryanair give the option of utilising a social media account when signing up or registering for their services.

Since this process allows customers to access services by simply using their social media account, it often saves time filling in long registration forms, and cuts down the number of details they need to remember, reducing friction and streamlining the user journey.

James Blake, CEO at Hello Soda, said: “These findings show that many e-commerce giants are missing a trick. Modern consumers demand convenience, and if they can buy the same thing more quickly elsewhere they will. Those that fail to integrate tools that can speed up the purchasing process could be losing valuable custom to their competitors.

“It is important that e-commerce businesses can properly engage with modern day consumers on their terms. Offering social connect and other tools that streamline the transaction or registration processes both help to attract and retain customers while offering the added benefit of verifying identity in real-time.”

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