Offer social sign-in beside guest checkout, never instead of it

When to use it

When account creation is only an email-and-password form and the funnel loses people at the credentials step.

How to run it

1. 1Add Google or Apple sign-in next to an existing guest checkout. Judge it on completed orders, not on how many people made accounts.
2. 2Match the providers to the audience: Google for B2B, Apple for iOS-heavy consumer traffic.

Why it works

Make the action easier to complete

Single sign-on removes the credential step for people who want an account, so it belongs beside the guest path. Baymard's checkout research is emphatic that forced account creation is a top cause of abandonment, so guest checkout stays the default.

Source: Baymard checkout research