"When you add a second factor of authentication, it creates a wrinkle in the conversion experience of a user," he added.
The fewer wrinkles there are in a consumer's shopping experience, the fewer shopping carts that are abandoned before a purchase can be completed. "A lot of retailers are going to be afraid that they'll scare off customers," Yampolskiy explained.
In addition, if two-factor authentication is adopted on a site-by-site basis, consumers could be deluged with verification codes. "If you think usernames and passwords are a wonderful experience, we're about to start a sequel with two-factor authentication," Alex Doll, CEO of OneID, said in an interview.
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