Dive Summary:

• Based on a social media optimization study, nearly 80% of U.S. consumers choose to use their Facebook credentials when logging into online retail sites.
• Gigya Inc is a service which allows consumers to utilize established login credentials from their social media accounts. Nearly four out of five consumers surveyed chose to utilize Facebook for their login credentials when visiting online merchant sites.
• Gigya is currently servicing over 200 online merchant sites including Walmart, Microsoft and Victoria’s Secret.

From the article:

However, Google+ will likely find ways to gain market share among retail sites, says Patrick Salyer, Gigya CEO. “Google+ will gain a higher percentage of logins as Google Wallet gains traction in the market,” he says. “Consumers’ Google+ identity will be closely tied to Google Wallet and, as that happens, more consumers will choose to log in and ultimately complete their purchases with a unified Google identity.”