As consumers adjust to the new reality of living with long-term uncertainty, one thing is clear: the acceleration in e-commerce adoption doesn’t seem to be stopping.

Along with the current online boom, the deluge of bad opportunistic actors and as more and more consumers turn to the digital realm, many merchants are grappling with the very real risk of cyber attacks. However, fraud prevention tools add unnecessary bulk or friction, leading buyers to abandon the service or business altogether.

A major challenge for online businesses is the loss of buyers and revenue due to poor user experience. In order to ensure these transactions are completed, businesses must deliver seamless access experiences that appeal to today’s buyers – those that are both seamless and secure.

Simplify the process with CIAM

Consumers today are busy with a short attention span, so it behooves merchants to make their lives easier and dramatically reduce the likelihood that shoppers will abandon their cart.

While the sign-in feature is just a cog in the wheel of the secure digital experience, it’s inevitable, has a huge impact on CX and cybersecurity, and getting it right is essential. Fortunately, the right Identity and customer access management (CIAM) vendor can offer an arsenal of solutions that will address customer experience and security in tandem.

  • Multi-factor authentication (MFA) requires users to prove who they say they are by providing some form of additional verification beyond the traditional username-password combination. With customer friction becoming a bigger issue, there’s no reason to challenge every loyal customer to prove their identity every time they make a purchase. Instead, retailers need Progressive or adaptive MFA, which requests additional credentials only in the event of suspicious or risky behavior. For example, you may want to verify the identity of a customer if they sign in with a new device or place an order above a certain value.
  • Using social media logins is one way to save your customers from having to remember another email / password combination, which makes your service easier and more engaging. A big plus is that these social service providers have some of the most sophisticated security teams in the world working in your court, with all eyes on them from a compliance standpoint.
  • One-time SMS or email codes, also known as one-time passwords (OTP), are another way to eliminate the need for reminders. OTPs are fast and very efficient for low frequency but important accounts. This is exactly the solution the aforementioned energy company could implement, creating a much better experience and boosting security at the same time.
  • Biometrics such as fingerprint scanning and facial recognition, which many are familiar with through their smartphones, is also on the rise and provides a frictionless and secure experience for the end user.

The threats retailers face online are constantly changing, as are the behavior and expectations of shoppers. Sticking to a simple, legacy login solution is no longer an option, and Australian retailers should remember that protecting customers with a cutting edge identity should become a necessity. By ensuring an identity layer focused on the customer experience, retailers are ready to minimize abandonment rates, enrich and optimize their customer engagements.

About the Author:

Richard Marr is Managing Director, APAC at Auth0, the identity platform for development teams. Richard has extensive experience in cloud native services, SaaS and business leadership in the APJ region. He has a proven track record of building high-performing teams to help organizations build, run, and secure modern applications both on-premises and in the cloud.


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