What: New research shows that consumers are irritated by keeping track of online shopping login information.

Why it is important: According to research by Bolt and YouGov, 62 percent of shoppers prefer having one account that can be used anywhere when perusing online sites.

Bolt said this research aims to understand consumers’ shopping concerns and behaviors while also highlighting the need for brands and retailers “to cut friction in the store account creation process to drive lifetime value with consumers,” the company said in a statement.

Using technology that provides users with secure, one-time passwords for a simpler login process can help brands and retailers relieve the checkout process with consumers.

Can frictionless checkout drive conversions?