More than half of shoppers abandon purchases over login issues

A forgotten password could be costing retailers a sale. A new survey of more than 1,000 Americans from marketing firm Hosting Advice finds 51% have abandoned an online purchase because they could not remember a password or had trouble logging in. Gen Z shoppers are the quickest to bail, with 72% saying they have walked away from a purchase over login problems. That compares with 37% of baby boomers. RELATED STORY | 64 percent of online shoppers are using AI to help find products, study shows Only 17% of Gen Z respondents say they prefer traditional passwords. Many say they would rather use Face ID or fingerprint logins.