Entering the Era of Social Sign-On and the Open Graph
Retailers on Facebook have a wealth of information available to them once a person "likes" them or when they opt in to social sign-on. Social sign-ons let users sign into their Facebook account rather than having to create a new account with a new password to remember on a traditional e-commerce site. Also, when a consumer registers on an e-commerce site, they're asked to enter general information, like name, address, etc.
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Meredith Cunningham
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