How Single Sign-On Provides One-Brand Customer Experience!
Tags: singlesignonsolutions, sso, singlesignon, mfa
Published: 2023-03-29 17:59:38

## **Introduction**

In the modern e-commerce driven world, brick and mortar retail has almost ceased to exist, and retailers are grappling with associated issues including high rentals and lofty prices. On the other hand, online retail and multi-brand e-commerce have emerged as a powerful medium to reach a broader consumer base with endless possibilities and huge inventory. 

The rich consumer experience across diverse verticals of a single e-commerce platform is undoubtedly one of the significant success drivers for Amazon, which has built up its brand equity through customer trust and loyalty over decades. However, not every retailer has jumped on the bandwagon to deliver a frictionless experience of switching brands through a single platform.

## **What is Single Sign On**
Single Sign-On (SSO) is a unique authentication method that enables users to access multiple applications with a single set of credentials, like a username and password. SSO products are designed to simplify the verification process and create an interconnected environment when accessing multiple apps, portals, and servers. 

The simplest example of SSO is Google and its connected platforms. In this case, SSO bridges the gap between multiple interconnected platforms and cuts the need for re-authentication for a consumer for a seamless and secure experience.

## **Single Sign-On for E-commerce- The Need of the Hour**
The digital revolution has brought about a number of changes, including an increased demand for single sign-on authentication. With numerous benefits for customers and e-commerce companies alike, SSO helps streamline the user experience, aid movement between applications and services, and secure pertinent customer information between organizations. 

Consumers always switch from one brand to another, and they can't tolerate any friction, especially in authenticating themselves repeatedly. This may impact the overall conversion rate since consumers switch to other brands for a better experience. In a nutshell, SSO helps e-commerce companies build a one-brand experience by eliminating any friction between two platforms of a single company offering diverse categories of products.

## **Why is it the Best Time to Use SSO for Your E-Commerce Store?**

SSO, when implemented correctly through a reliable CIAM solution, can make your ecommerce store more secure and user-friendly. 

Let's explore why you should consider implementing SSO for your business:

**1. Consumers expect SSO.**
Today's customers expect SSO, or single sign-on authentication. This means that the customer-facing features of SSO are now considered to be a minimum standard of customer convenience. Simply put, SSO is a service that most customers expect from every online company. 

If you have more than one website or service that requires logging in, you need a single sign-on if you don't want to annoy your customers and appear behind the times. You can eliminate several common roadblocks that can hurt your business with a single sign-on.

**2. SSO improves conversion rate**
[Single Sign On (SSO)](https://www.loginradius.com/single-sign-on/) has become a new industry standard for reducing barriers to entry and simplifying the login process. With SSO, there is just one login, one set of credentials, and one consistent experience. 

Easy site navigation is key to making a site user-friendly, so businesses can link their customers to their own applications in just one click. Faster sign-ups result in more loyal users. No wonder SSO is gradually becoming the new standard for improving conversion rates across the web and mobile properties.

**3.  SSO cuts down churn rate**
If you want your business to succeed, you need to engage your users from day one. If you're not in the top 10 on the app store, you're nowhere. That means you need to convince your users to stick around and keep using your service from day one. 

Although your frequent users are unlikely to lose their log-in credentials, a third of your user base isn't yet daily. If they forget their details, there's a good chance you'll never see them again. SSO enables your users to come back to your app seamlessly without any need for passwords; it makes them feel involved.

## **Conclusion:**

The bottom line is this: you lose nothing by implementing and promoting SSO in your app. And if you consider how easily lost sessions are likely to be from a profit perspective, that might be enough to persuade you to take the necessary steps. After all, every lost subscriber is one step closer to disbanding a group that you've been working hard to bring together.