Learn all about the pros and cons for Facebook login on Shopify.
People shopping online want everything to be fast, including logging in.
And so, to avoid having to sign up through a form, shoppers often tend to use Facebook login.
- Facebook login is fast
- Most people are almost always logged in on Facebook
- It makes login easy
- One doesn’t have to remember an extra password
- It makes purchases faster
But enabling Facebook login on your eCommerce site has both pros and cons.
In this blog, we’ll discuss the benefits and drawbacks of Facebook login and provide solutions to all the challenges.
What is a Facebook login on Shopify?
Facebook log in is a form of social login. Facebook login is when shoppers sign up and log in to a Shopify store through their Facebook credentials instead of other methods, such as filling out sign-up forms or using different platforms to sign up, for example, Gmail.
Account creation is one of the most critical factors in your eCommerce business’s conversion funnel.
Let’s look at some Facebook social login numbers and how they may affect customers and eCommerce stores:
- Facebook has 2.85 billion monthly users
- 86% of people feel bothered when they have to create new accounts on websites
- 50% of people experience password fatigue when they’re asked to create a new password
- 76% of mobile device shoppers use Facebook to log into the site
In short, today’s savvy customers do not like the age-old process of creating accounts by filling out long forms on websites.
The lengthier the process, the lower the conversion rate. The faster the process, the better the results. Facebook login is an easy way out of many challenges.
So, let’s look at the pros and cons of Facebook login.
Pros of offering Facebook login
Single login credentials
One of the best things about using Facebook credentials to log into your different eCommerce accounts is that you don’t have to remember many different logins and passwords. Instead, you only have to remember a single password. Hence, offering the option to log in via Facebook makes your customers’ shopping experience more convenient.
Makes sharing easy for customers
What do we do when we discover a good brand or product? We immediately tell our friends and family about it. Enabling Facebook social login makes it easy for customers to share information about your brand or products on their Facebook profile.
Customers feel a sense of assurance
Customers can feel anxious when shopping on a new website. But if they’re familiar with Facebook’s login process, they would feel some sense of assurance when using a new eCommerce website.
Reduces the number of drop out customers
One of the biggest reasons shoppers feel put off is when they’re forced to register on eCommerce websites. The solution to this is to offer them a convenient and easy way to sign up on your website—via Facebook. 77% of online shoppers prefer social login as they don’t want to go through lengthy registration forms.
Young generations are more inclined to using Facebook
Most of the younger generations are highly savvy with social media. They trust technology and digitalization more and are more open to using their Facebook credentials to log in.
Cons of offering Facebook login
The accuracy of data is questionable
Many people use old email ids to create their social media accounts so that they can ignore spam mail. Moreover, details such as their name, birth date, etc., could also be fake. This means that the data you gather will be unreliable.
Some customers have data safety concerns
Due to security and data safety issues, many customers may not want to share their social credits with eCommerce websites. That is why many eCommerce websites prefer to let customers know what all information they’d be using and for what.
For example, the eCommerce store ASOS reminds customers by showing them the below message:
No control
Right now, Facebook has one of the most significant numbers of users. But what if there’s a catastrophe in the future and Facebook users are affected and they decide not to use the platform anymore? Or, users may cancel their accounts. At such a time, you may lose your customers.
Customers may not want their account to be connected
For many people, shopping and social media are two separate things. And they may not want them to be connected.
And hence, if you force your customers to sign up and log in via Facebook, it might come across as forcing users to act as brand advocates. That may put off users.
You might miss out on shoppers who don’t use Facebook
The majority of people use Facebook, but some don’t. And so if you only provide the Facebook login option, you might miss out on those who don’t use the platform. In addition, people might have different preferences for login, for example, via email, phone number, etc. So limiting the login option to just Facebook could seem restricting to some.
Do you need Facebook login on your Shopify store?
The answer is yes!
Facebook has 2.85 billion monthly users across demographics. In addition, nearly 1.5 billion people access their Facebook account every day.
Look at the below chart that shows Facebook usage among key demographics:
People use it for personal purposes, shopping, and staying in touch with businesses they transact with.
And that is why you need to provide a Facebook social login option on your Shopify store.
However, we also discussed the challenges of having Facebook login. And hence, you also need to have a strategy in place to combat the cons.
This is where the customer account page comes in.
Nudges customers to share details
The customer account helps you collect customer data. Customers add their personal details, such as their name, email address, phone number, birth date, etc., in their customer profile.
Shopify stores can use this information in many ways:
- To create promotional and marketing campaigns
- This information ensures brands always have updated information about the customer so that they can sent notifications and alerts
- The information helps brands with customer segmentation
- Customers know where to go to update any of their details
Enables customers to create wishlists
Most Shopify stores make the Wishlist feature a part of the customer account page. The wishlist feature enables customers to save products they are interested in and buy them later.
This improves customer retention. Customers who are genuinely interested in the products, will come back later. Moreover, brands can create campaigns around the wishlists to bring customers back to their stores.
This is also when Facebook login helps. When customers login via Facebook, Shopify stores get access to their Facebook profile.
Brands can run Facebook campaigns to nudge customers to come back to their website via the wishlists.
Customers can access their order history
One of the best advantages of having a customer account is access to customers’ order history.
When customers wish to refer to their current or past orders, they can view the orders in the order history section.
To access order history, customers would have to log into their account. When they log in via Facebook, it also validates and verifies their account details.
Having easy access to order history has many advantages:
- It reduces the number of times customers have to get in touch with your customer support, as they can view their order status in the order history section
- Customers can place reorders easily from the order history section
- If customers want to make any changes to their current orders, for example, cancel orders, or change the delivery date, etc., they can do so from the order history section
You can reduce cart abandonment and bounce rate
One of the biggest reasons for your Shopify stores’ bounce rate and cart abandonment rate is your customer registration process. A lengthy process leads to more customer bounce rate.
Shoppers might like products on your site but leave your site because of the complex registration process.
Thus, if your Shopify store has a high cart abandonment rate, Facebook login can come to your rescue. You can tackle the issue by providing an easy and convenient way for shoppers to sign up to your website.
Facebook sign-in causes fewer login failures
An average person registers on many different websites. Which means they have to remember those many login details. And it’s human tendency to forget login credentials if they’re all different.
But not if you use your Facebook credentials to log in. Since people log into Facebook often, they remember it easily; hence, there are fewer login failures.
Helps with target marketing
One of the key benefits of enabling Facebook login is it helps with marketing of your eCommerce store. When customers log in using their Facebook credentials, you can target them with promotional campaigns on Facebook.
36% of consumers prefer to shop on Facebook. Thus, you can also increase sales through Facebook.
Here’s a table that shows the number of people that prefer to shop via the different social media channels:
Reduced password reset and account recovery
Let’s face the truth, account or password recovery is as easy a process as it may seem. Most people tend to feel frustrated with, a) remembering their eCommerce login details, and b) going through the password recovery process.
More than 90% of people say they’d rather just leave the site than go through the process of recovering their account or password.
These are times when Facebook login can be a savior of your customers. Because customers tend to remember their Facebook password easily, there’s no need to go through the recovery process.
Are you ready to set up Facebook login on your Shopify store?
We’ve discussed the pros and cons of Facebook login for your Shopify store. We’ve also given you solutions to the challenges and why you must definitely set up Facebook login.
Setting up Facebook login on your Shopify store can help:
- Reduce bounce rate
- Lower cart abandonment rate
- Increase subscribers
- Collect accurate data to personalize campaigns
- Increase repeat purchases
And now we’ll tell you how you can set up Facebook login. You’ll need to use an efficient tool such as Flits customer account page app. The app offers an add-on social login app.
Install Flits Customer Account Page app on your Shopify store.
