{"id":1545187,"date":"2024-11-20T07:30:03","date_gmt":"2024-11-20T12:30:03","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1545187"},"modified":"2024-11-20T08:40:29","modified_gmt":"2024-11-20T13:40:29","slug":"passkeys-gain-traction-with-ecommerce-shoppers","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/passkeys-gain-traction-with-ecommerce-shoppers","title":{"rendered":"Passkeys Gain Traction with Ecommerce Shoppers"},"content":{"rendered":"<p>Passkeys allow users to log in to their secure accounts without passwords. Ecommerce businesses were first in line when the <a href=\"https:\/\/fidoalliance.org\/\">FIDO Alliance<\/a> introduced passkeys in 2022. The trade association, which stands for Fast ID Online, launched in 2012 with a mission to reduce the world\u2019s password reliance.<\/p>\n<p>Andrew Shikiar, executive director of FIDO, said the past two years have been momentous for members and ecommerce businesses. &#8220;You want to attract customers to your site and protect them from account takeover, credential stuffing, and phishing attacks,&#8221; he said. &#8220;That&#8217;s why PayPal, eBay, Amazon, Walmart, Best Buy, and other ecommerce companies were the earliest adopters of passkey payments.&#8221;<\/p>\n<p>Shikiar noted that passkey awareness has risen from 39% in 2022 to 57% in 2024, according to a FIDO survey of 10,000 consumers in the U.S., U.K., France, Germany, Australia, Singapore, Japan, South Korea, India, and China.<\/p>\n<div style=\"max-width: 570px; \"><div class=\"embed-responsive embed-responsive-16by9\"  style=\"max-width: 570px; padding-bottom:56.25%;\" ><div class=\"container-lazyload preview-lazyload container-youtube js-lazyload--not-loaded\"><a href=\"https:\/\/youtu.be\/BhvZBysgNp0\" class=\"lazy-load-youtube preview-lazyload preview-youtube\" data-video-title=\"FIDO Alliance | Free Yourself From Passwords With Passkeys\" title=\"Play video &quot;FIDO Alliance | Free Yourself From Passwords With Passkeys&quot;\">https:\/\/youtu.be\/BhvZBysgNp0<\/a><noscript>Video can't be loaded because JavaScript is disabled: <a href=\"https:\/\/youtu.be\/BhvZBysgNp0\" title=\"FIDO Alliance | Free Yourself From Passwords With Passkeys\">FIDO Alliance | Free Yourself From Passwords With Passkeys (https:\/\/youtu.be\/BhvZBysgNp0)<\/a><\/noscript><\/div><\/div><\/div>\n<h3>Dual Protection<\/h3>\n<p>Passkeys protect sign-ins and <a href=\"https:\/\/www.mastercard.com\/news\/eemea\/en\/newsroom\/press-releases\/en\/2024\/october\/the-mastercard-payment-passkey-service-debuts-in-the-middle-east-with-noon-payments-revolutionizing-the-online-checkout-experience-using-biometrics\/\">payments<\/a>, Shikiar explained, adding, &#8220;How do I know that it&#8217;s really my customer or a legitimate guest who is signing in or making the purchase and not a fraudster? I want my customers to sign into my site as easily and securely as possible.&#8221;<\/p>\n<p>Passkeys leverage <a href=\"https:\/\/en.wikipedia.org\/wiki\/Public-key_cryptography\">public key cryptography<\/a>, an encryption system involving a public &#8220;key&#8221; \u2014 a large string of numbers used to encrypt data \u2014 available to anyone and a private key known only to the user and stored on that user&#8217;s device, such as a phone or computer. Only a private key can decrypt a public one. The passkey sign-in process is quick and secure coming from the device storing the private key. Hence a fraudster must have access to a user&#8217;s device to sign in to her accounts.<\/p>\n<p>Shikiar stated that sign-in success rates were a hot topic at FIDO&#8217;s October 2024 Authenticate conference in California, where Amazon reported a 15% sign-in success increase. Even a 5% sign-in increase is significant for merchants, and higher success rates typically mean sign-ins are faster than passwords and legacy two-factor authentication.<\/p>\n<h3>Passkey Readiness<\/h3>\n<p>Emily Baxter, a security consultant at <a href=\"https:\/\/www.rpyin.com\/\">RPY Innovations<\/a>, a payments consultancy, advised merchants to consider internal and external factors when evaluating passkeys. &#8220;Merchant readiness could be viewed from two perspectives: the readiness of users and passkey providers,&#8221; she said. Essential questions for merchants include how they utilize passwords today, what integrations and vendors are required to enable passkeys, and how customers will experience the change.&#8221;<\/p>\n<p>As always, ensure your security team is engaged in assessing your organizational readiness, Baxter added, noting that the best solutions are driven by a clear &#8220;why,&#8221; which she called the North Star of implementation.<\/p>\n<p>&#8220;Your North Star may be a reputation as a safe and trusted merchant or providing an excellent user experience (especially increasing cart abandonment or addressing user frustrations), meeting provider requirements, or it could be something else entirely,&#8221; she said.<\/p>\n<p>Baxter pointed out that passwords, despite their shortcomings, can be used anywhere, on any device, and at any time. Merchants must assess the passkey&#8217;s potential impact on the <a href=\"https:\/\/www.practicalecommerce.com\/qa-joe-natoli-ux-author-and-consultant\">user experience<\/a> by considering:<\/p>\n<ul>\n<li>Do shoppers typically sign in from their own devices or from, perhaps, public computers?<\/li>\n<li>Will user adoption of passkeys be voluntary or mandated?<\/li>\n<li>Will initial implementation require a dual password and passkey solution?<\/li>\n<li>What customer and employee training and education is necessary?<\/li>\n<\/ul>\n<p>In addition to referencing FIDO&#8217;s <a href=\"https:\/\/www.passkeycentral.org\/home\">Passkey Central<\/a>, an education portal, Baxter advised merchants to consider how passkeys fit into an overall cybersecurity strategy.<\/p>\n<p>She added that passkeys are configured and shared in different ways. A merchant could implement passkeys directly or via a third-party provider. A user&#8217;s private key could reside in, say, an iPhone&#8217;s operating system or even a password protection app. And vendors can facilitate any or all of the setup, with varying prices, scalability, and implementation support.<\/p>\n<h3>FIDO\u00a0Certified Vendors<\/h3>\n<p>Shikiar agreed, stating that FIDO&#8217;s ecosystem has hundreds of <a href=\"https:\/\/fidoalliance.org\/fido-certified-showcase\/\">certified solution providers<\/a> that can help ecommerce and other companies implement passkeys quickly.<\/p>\n<p>&#8220;We don&#8217;t dictate how to develop passkeys or promote vendor-specific solutions,&#8221; Shikiar added. &#8220;We advise companies to go into vendor discussions with their eyes wide open. Become informed before meeting with a vendor. While these are all FIDO-certified vendors, speaking the same language, having a strategy and clear objectives will help a vendor be more responsive to you and your passkey rollout.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon, Google, Apple, and many others now support passkeys, a method of logging into secure accounts without entering a password.<\/p>\n","protected":false},"author":2441,"featured_media":1545281,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58309],"tags":[],"class_list":["post-1545187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fraud-prevention",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Passkeys Gain Traction with Ecommerce Shoppers - 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