SSO and Social Login for the Storefront

Enterprise businesses benefit from offering customer-facing SSO and social login because it streamlines the shopping experience and improves conversions. Customers prefer using accounts they already trust instead of creating new ones.

SSO providers

There are many popular SSO providers, such as Microsoft Entra External ID, Auth0, Okta, and Ping Identity. Each provider may offer several services with different target use cases.

For example, Microsoft’s SSO ecosystem includes:

• Entra ID (previously Azure Active Directory) → secures your Spree Commerce admin panel for workforce users.
• Entra External ID (previously Active Directory B2C) → secures your Spree storefront for customer-facing apps, with support for social logins like Google and Facebook.

<Note> For the purposes of this article, we are using **Microsoft** as the example provider. </Note>

Why integrate SSO and Social Login for the Storefront

• Used by shoppers
• Integration with Entra External ID (B2C) or other customer identity providers enables frictionless sign-ups and sign-ins
• Benefits include:
  • Reduced cart abandonment
  • Faster checkout
  • Higher conversion rates
• Supports social login options: Google, Facebook, Amazon, Apple ID, Microsoft

Get Started with SSO and Social Login

Each storefront integration must be scoped individually. Consider the following:

• Required SSO provider
  • Choose from Microsoft Entra External ID, Auth0, Okta, Ping Identity, or others. Your decision depends on features, ecosystem compatibility, and scalability needs.
• SSO provider settings, including identity providers
  • Each SSO platform has unique configuration settings (OAuth endpoints, certificates, client IDs). If you want to enable social logins, you’ll also need to configure providers like Google, Facebook, or Apple.
• Scope: social login only vs. SSO + social login
  • Decide whether you only want to add social login on top of Spree’s existing authentication or fully replace it with a unified SSO + social login solution.
• Existing or planned Spree customizations
  • Customized signup flows, checkout flows, or customer segmentation logic may impact integration design. These need to be factored in during scoping.
• Spree version
  • Ensure compatibility with your Spree version. Older projects may need adjustments to take advantage of newer identity management features.
• Identity governance requirements (segmentation, customer role-based access)
• User lifecycle management (account creation, deactivation, syncing)
• Security posture (MFA for customers, adaptive login, fraud detection)
• Compliance certifications required (GDPR, CCPA, PCI DSS)
• Traffic scale and performance (millions of customer accounts, peak season load)
• Disaster recovery and redundancy (failover, global availability zones)
• Integration with third-party services (marketing automation, CDPs, analytics, loyalty programs)

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