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BizReport : Ecommerce archives : May 08, 2013

Europe leads U.S. in online retail social login implementation

Online retailers are looking for ways to personalize the shopping experience, with many turning to social logins. However, new research from Betapond found that, while social login implementation is still low, it is twice as popular with European retailers than with their American counterparts.

by Helen Leggatt

Earlier this year, a study from social web user management solutions firm Janrain revealed that 87% of consumers are familiar with social login - the ability to use an existing ID from a social network such as Facebook, Google+, or Twitter - to log onto or register with a website. The same study revealed that 52% use social logins.

New research, this time from Betapond, reveals that Facebook login integration is twice as popular with European online retailers as it is with their American counterparts. The study, "Login to Boost Checkouts: Social Commerce Opportunities for European Retailers" looked at the social integrations of retailers with the emphasis on the implementation of login with Facebook and social sharing buttons.

The study found that 14.5% of the top 200 European online retailers implement Facebook's social login compared to just 6% in the U.S.

"Retailers are beginning to recognize the huge opportunity Facebook presents in terms of personalization and are increasingly looking to their social strategies as a way to gain competitive advantage," said Declan Kennedy, Chief Executive, Betapond. "We predict that the uptake of Facebook Login among top European retailers will grow steadily throughout 2013 as we move into the next generation of social ecommerce."

Topping the study were and Turkish brand, both achieving an impressive 79% (55) against the social criteria. Both sites have implemented Login with Facebook, and display an assortment of social sharing options on product pages.

However, 33 out of the 200 retailers assessed offer no social elements at all.

Image via Shutterstock

Tags: ecommerce, Europe, personalization, research, retail, social login, social marketing, U.S.

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