Customers today expect not only a wide selection and attractive prices, but above all, quick, hassle-free access to their purchases. Every extra step—entering a password, waiting for account verification, or having to manually log in—can result in cart abandonment. Therefore, a growing number of online stores are implementing modern authorization and login methods that simplify the shopping process, shorten the time it takes to find the right product, and improve the overall user experience.

One of the leaders in innovative e-commerce solutions is the IdoSell platform, which has been providing advanced tools for online sellers for years. The latest additions include the ability to log in via SMS code and fingerprint , which align with the trend of passwordless authentication. These solutions not only eliminate the need to remember and enter passwords but also improve the security and accessibility of customer accounts. For store owners, this translates into higher conversions, reduced cart abandonment, and more loyal users.

In this article, we'll examine how these technologies work in practice, the benefits they offer for both consumers and store owners, and how to safely implement them without exposing themselves to legal and technological challenges. This is a concrete response to a real market need – fast shopping without unnecessary barriers.

Modern login and authorization methods in e-commerce

Why is traditional login becoming a thing of the past?

For many years, logging into an online store account relied on the classic duo: email address and password. However, today, with the growing number of online accounts, the average user must remember dozens—if not hundreds—of different passwords. In practice, this leads to duplicating passwords, creating weak combinations, or using the "forgot password" function almost every time they log in.

This isn't just a problem from a user perspective, but also a serious security threat. Phishing attacks, data leaks, and automated account takeover attempts have become commonplace. Customers increasingly expect solutions that not only eliminate these threats but also save them time and hassle. For e-commerce, this means implementing more user-friendly and modern authorization methods.

A FIDO Alliance report found that 58% of consumers abandoned a purchase due to login issues. This clearly indicates that passwords are no longer an effective tool—both in terms of user experience and security.

Trends in passwordless customer account access

The solution is the so-called passwordless login , which allows you to access your account without using a traditional password. In its place, methods such as:

• logging in via SMS (i.e. a one-time code sent to the user's phone),

• biometric authorization (fingerprint, facial recognition),

• logging in with a magic link (sent to e-mail and activated with one click),

• integration with identity systems (e.g. Google, Apple ID, Facebook).

These solutions not only shorten account access times but also minimize the risk of login-related attacks. Biometrics and two-factor authentication (2FA) are becoming the new standard, especially in mobile applications, where speed and intuitiveness are key.

IdoSell was one of the first e-commerce platforms in Poland to introduce native support for modern login methods, addressing these trends. This allows store owners to offer their customers solutions familiar from major global platforms like Amazon, Google, and Allegro—without having to create their own login systems. This significantly simplifies the process for both sellers and customers.

SMS code – quick access without having to remember the password

How does SMS login work in IdoSell?

Logging in via SMS code is one of the simplest and most intuitive forms of authentication, significantly streamlining the process of accessing a customer account. With the model implemented by IdoSell, users don't need to remember a password—they simply enter their phone number in the login form. A unique, one-time verification code (usually 6-digit) is immediately sent to this number, which must be entered in the next step. Once approved, the customer is automatically logged into their account.

The process takes just a few seconds and doesn't require the user to store or create any access data. Importantly, this code is only valid for a short period of time (e.g., 5 minutes), significantly reducing the risk of interception and unauthorized use.

Thanks to integration with the IdoSell SMS infrastructure, the entire process runs smoothly – without the need for external applications or complicated configuration settings. This saves customers a significant amount of time and ensures convenience, which translates into a greater willingness to use their account for future purchases.

Application: login, payment approval, account recovery

While the primary use of SMS codes in e-commerce is for account login, their functionality can extend much further. IdoSell also allows for the use of this mechanism at other key moments in the purchasing process, such as:

• Payment approval – additional SMS verification can be used as a form of transaction authorization, especially for higher value purchases,

• Resetting a password or regaining access to an account – instead of traditional emails with a link, the customer can confirm their identity faster and directly by phone,

• New account registration and verification – the SMS code can also be used as a tool to confirm your phone number when setting up an account.

This makes SMS not just an “add-on” to logging in, but a fully-fledged element of the online store’s security and convenience strategy.

Advantages and limitations of this solution

Advantages of SMS login:

• Convenience – no need to remember and enter passwords, especially beneficial for mobile customers,

• Speed ​​– the entire login process usually takes less than 10 seconds,

• Security – the code is one-time use and valid only for a short period of time, which reduces the risk of abuse,

• Universal – works on any phone with access to SMS, without the need to install an application.

Limitations:

• Dependence on network coverage and operator infrastructure – lack of access to the mobile network may prevent you from receiving the code,

• Potential delays in SMS delivery – although rare, may affect the smoothness of the process,

• Requirement to have a current telephone number – changing the number by the customer without updating it in the system may lead to difficulties logging in.

Despite these minor inconveniences, SMS login remains one of the most effective and widely used methods of account access, especially among less technologically savvy customers. For e-commerce owners using IdoSell, it's a simple way to increase conversions and reduce entry barriers to the purchasing process.

Biometrics in practice: fingerprints as the key to e-shopping

Fingerprint integration with the store's mobile app

Fingerprint authentication, familiar from mobile banking and healthcare apps, is making its way into the world of e-commerce with increasing boldness. In stores based on the IdoSell platform, this feature can be integrated with mobile apps and browsers supporting biometrics (e.g., Chrome, Safari). Users with fingerprint recognition enabled on their device can log in to their account or confirm a purchase in an online store without entering a password or SMS code.

In practice, it works like this: a customer opens the store app or mobile website, and the system automatically recognizes the possibility of using biometrics. After placing their finger on the device's reader, authentication occurs instantly. The entire process takes less than 2 seconds and is virtually error-free. Importantly, biometric data is never sent to the store server—it is stored locally, in the device's secure memory (e.g., Apple Secure Enclave or Android TrustZone), significantly increasing the level of personal data protection.

Compatibility with operating systems and browsers

IdoSell supports the most popular operating environments and browsers, making fingerprint authentication widely available. Currently, the solution is based on the WebAuthn (Web Authentication API) standard, which is supported by:

• iOS (from version 13.3) and iPadOS – using Touch ID and Face ID,

• Android (from version 7.0) – in combination with Google BiometricPrompt API,

• Browsers: Chrome, Safari, Edge and Firefox – on devices with activated biometrics,

• Windows Hello – allowing you to log in to your account using your fingerprint or facial recognition on PCs.

This solution works seamlessly on both smartphones and computers, regardless of operating system. This means complete flexibility and convenience for customers, and greater access to modern login methods for store owners without the need to create native apps from scratch.

Advantages: speed, safety, convenience

Biometric authentication brings a number of tangible benefits:

• Extreme speed – fingerprint is the fastest available form of login, eliminating the need to enter any data,

• High level of security – the fingerprint is unique and practically impossible to copy, and the data does not leave the user's device,

• Hassle-free mobile shopping – the perfect solution for those who shop by phone – just one touch and you can complete the transaction,

• Reduced cart abandonment – ​​by shortening the login path, customers are less likely to interrupt the shopping process.

Data published by the Baymard Institute shows that as many as 18% of customers abandon their shopping carts due to overly complicated account creation or login processes. Biometric authentication almost completely eliminates this problem.

For IdoSell-based store owners, this translates into increased conversions, customer loyalty, and a stronger brand image as an innovative and technology-friendly brand. Biometrics isn't just a feature—it's a key element of modern, seamless e-commerce.

Security and compliance

GDPR and biometric data protection

With the growing popularity of biometric methods and SMS authentication, a natural question arises: are such solutions secure and compliant with legal regulations, particularly GDPR? In the case of the IdoSell platform, the answer is yes – provided the technology is properly implemented and personal data protection principles are followed.

Biometric data, such as fingerprints, are treated as a special category of personal data the GDPR , meaning their processing requires more stringent requirements than standard data. However, the key question is whether an online store actually processes biometric data . In the case of the solution implemented by IdoSell, the answer is no . This data is stored locally – in the customer's device memory (e.g., in a so-called "secure enclave" or "trusted zone") – and is neither transmitted nor saved on the store's servers.

As a result, even though the customer uses biometric authentication, the store doesn't have access to the fingerprint itself—only a signal confirming that authentication was successful . From a regulatory perspective, this means the store doesn't process biometric data, significantly simplifying GDPR compliance.

The situation is similar when logging in via SMS code – a phone number, unless linked to other personally identifiable information, is not considered sensitive data, but is still protected as personal data. IdoSell employs appropriate security measures in this regard, including communication encryption and limited code validity periods.

How IdoSell Ensures Compliance and User Privacy

The IdoSell platform designs solutions based on the "privacy by design" , i.e., protecting privacy from the ground up, right from the very beginning. This includes a range of technical and organizational measures aimed at ensuring regulatory compliance and minimizing the risk of security breaches.

Among the key practices used by IdoSell, it is worth mentioning:

• No biometric data storage – authorization takes place locally on the user's device, and the store only receives authentication confirmation,

• Data transmission encryption – all data transferred between the client and the store server is protected by SSL/TLS encryption,

• Short-term validity of SMS codes – codes are dynamically generated, have a limited lifespan (usually 3–5 minutes) and cannot be reused,

• Log in only from trusted devices – optional device verification feature allows you to block access from unauthorized locations or browsers,

• Strict access control on the seller's side – the store owner can track login attempts and account activity, allowing them to quickly respond to suspicious activities.

Importantly, IdoSell also provides store owners with ready-made templates for privacy policies, regulations and GDPR notices, making it easier for them to meet their information obligations towards end users.

Thanks to such solutions, both end users and e-shop owners can be sure that when using modern login methods – regardless of whether via SMS code or biometrics – their data is protected in accordance with applicable regulations , and the entire process meets the highest digital security standards.

Impact on customer conversion and retention

How quick access translates into higher conversion rates

In the world of e-commerce, every second counts. The shopping process must be not only intuitive but also extremely fast and seamless —otherwise, users may abandon the transaction altogether. Research from the Baymard Institute shows that the average cart abandonment rate in online stores reaches as high as 70% , with one of the main reasons being an overly complicated or time-consuming login process.

Implementing passwordless login via SMS code or fingerprint directly reduces this rate. Customers don't have to navigate through traditional forms, reset passwords, or manually enter data—a single click or swipe is enough to resume an interrupted purchase. This reduction in entry barriers shortens the purchase path and increases the likelihood of conversion—especially in a mobile environment, which currently accounts for the majority of online store traffic.

Data from the analysis conducted on a group of stores operating in the IdoSell system showed that stores using SMS login recorded an average 9–12% increase in conversion among returning users and a 20% lower cart abandonment rate compared to stores without a simplified login system.

Shortening the purchase path = more completed transactions

Modern in-store authorization methods not only impact the login process but also optimize the entire shopping journey . They allow users to:

• access your purchase history faster,

• it is easier to complete previously started shopping,

• use saved addresses and payment methods more efficiently,

• receive personalized offers immediately after logging in.

The result? An increase in the number of purchases made "on the spot," without thought or decision-making barriers. This means convenience and time savings for customers, and for sellers, a greater number of completed transactions with the same traffic .

In practice, implementing passwordless login shortens the purchasing process by an average of 30–40 seconds, which is a huge competitive advantage in an industry where every moment counts.

Building loyalty through convenience

Modern login methods not only facilitate the first transaction but also increase user return visits . A customer who knows they can make purchases in just a few clicks, without having to remember login details, is more likely to return to a familiar and trusted store.

From a consumer psychology perspective, simplified access reduces so-called "cognitive resistance" and strengthens positive brand associations . This is especially important in the mobile-first segment, where users expect seamless operation and immediate response.

IdoSell stores that have implemented SMS codes and biometric authentication report up to 25% higher customer return rates within 30 days of their first purchase. This is a result not only of convenience but also of a sense of security and control over the purchasing process.

How to implement these functions in the IdoSell store?

Technical requirements and configuration

Implementing modern login methods—SMS codes and biometric authentication—in an online store running on the IdoSell platform is a relatively simple process, thanks to the ready-made mechanisms provided by the system. The platform was designed for easy integration, even for sellers without advanced technological backgrounds.

To activate login via SMS code, the seller must:

• have an active IdoSell account with the appropriate feature package,

• launch the SMS sending service – the IdoSell platform allows you to use your own SMS gateways or integrated providers (e.g. SMSAPI, Twilio),

• enable SMS login in the store's administration panel – option available in the "Login and security" tab,

• set rules for code validity, attempt limit, and notifications.

Configuration usually takes no more than a dozen or so minutes, and all options are available from the graphical interface, without the need for programming.

In the case of biometric login , the store must meet additional requirements:

• implementation of the mobile version of the store in compliance with WebAuthn,

• providing support for browsers and mobile systems that support biometrics,

• activating the function in the IdoSell panel , where you can specify where biometric authorization should be available (logging in, order confirmation, access to account data).

IdoSell also provides technical documentation and support from the implementation team, which helps configure and test solutions before they are launched in production.

Tips for e-shop owners

Implementing technology is one thing, but the key to success is proper communication and customer education . Even the most convenient tool will be ineffective if customers don't know they can use it. Therefore, store owners should:

• clearly mark new login methods on the home page and login page,

• use push notifications or information banners (e.g. "Log in via SMS – no password required"),

• add a "How does it work?" section to the FAQ or store blog to dispel doubts and build trust,

• segment mobile and desktop customers by adapting messages to the device context – e.g., promote fingerprint login in the app or on the mobile website,

• monitor the effectiveness of new methods – IdoSell allows you to track the usage rate of a given login type and its impact on conversion.

It's also worth running an email or text message campaign to inform existing customers about the availability of new, more convenient access methods. Such communication will not only increase adoption of the new feature but also demonstrate that the store is developing with users in mind.

Finally, test and optimize . SMS and biometric logins should function smoothly and without lag. Regular testing, collecting user feedback, and analyzing data (e.g., login abandonment) will help eliminate any technical or UX issues.