Customer identity teams live between two numbers. On one side, FIDO's 2026 research finds that 47% of consumers are likely to abandon a purchase or sign-in when they cannot remember their password.1 On the other, Okta's 2025 Customer Identity Trends report found that 46% of registration attempts it observed in 2024 were signup attacks, and that 68% of consumers reuse passwords.2
of all daily authentication attempts were credential stuffing in the median case Verizon studied, rising to 25% at enterprises.3
Drawing the line
- Make the strong path the easy path. Passkeys and social sign-in reduce friction and remove reusable passwords at the same time.
- Spend friction where risk is. Step up for payment changes, address changes and new devices, and keep browsing frictionless.
- Defend registration. Signup is now an attack surface. Bot detection and progressive profiling belong at the front door.
- Measure both sides. Track abandonment and fraud on the same dashboard so neither team optimizes alone.
Related insights
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