Online marketing outfit Monetate urged retailers to allow shoppers to log in via Facebook and other social networks, rather than requiring them to create guest accounts.

According to Monetate, 75 percent of online transactions that are launched but not completed fail because users abandon their online shopping carts.

The Philadelphia-based company added that 40 percent of consumers prefer social logins, with Facebook serving as the social network of choice. Here’s how it breaks down:

  • Facebook: 60 percent
  • Yahoo: 12 percent
  • Twitter: 11 percent
  • Google: 10 percent
  • LinkedIn: 7 percent