Social connections are on the decline: Dell recently joined the growing group of companies that have removed buttons from home pages on their websites.
You’ve probably used or at least seen these third-party login options in the past. They allow users to log into a new website without creating an account from scratch. And even though we all continue to order online and connect to so many websites, the number of third-party social connections through platforms such as Facebook and Twitter is on the decline.
Why? Mainly security concerns. Here’s what every business or website needs to know.
Users want to “isolate” their social accounts
Dell dropped social logins on its websites over the past month, CNBC reports. In doing so, the company joins – take a deep breath – Best Buy, Ford Motor, Pottery Barn, Nike, Patagonia, Match and Twitch.
Even a few years ago, social logins were a common way to allow a user to join a site with just a few clicks. The reduction in friction can be a huge boon to an e-commerce website, so the service provided by a social login is pretty clear.
These days, however, the general public is more aware than ever of the security vulnerabilities and potentially privacy-intrusive data collection practices common to big tech companies.
“We really just looked at how many people were choosing to use their social media identity to log in, and that just changed over time. One thing we’re seeing in the industry is more and more security risks or account takeovers, whether it’s Instagram or Facebook or whatever, and I just think we’re watching people make the decision to isolate that social media account rather than having other ties to ~Jen Felch, Chief Digital Officer and Chief Information Officer, Dell
In 2022, people just aren’t as interested in linking their social media accounts to other websites they visit. Facebook, along with other social platforms, has diminishing power within the internet ecosystem.
Stop trying to make social connections
The takeaway here is that any small business trying to establish an online presence or any online business refining their existing website may want to reconsider offering social connections. Users are less likely to opt in to them, and it might even send the wrong message about how seriously your operation takes security concerns.
Instead, a simple account creation template — usually available from any website building service that supports e-commerce websites — will likely work just as well.
However, social media can still have its place as it remains a useful arm of advertising and marketing campaigns.
If any of this information is helpful to you, check out our guide to the best e-commerce specific website builders, where we break down all the features you’ll need and which providers might be best suited for your particular needs. Shopify and Wix are some of the best options.