The document discusses how social media and third-party identity providers can benefit retailers. It notes that consumers increasingly want to research and purchase items online and through social networks. Retailers can leverage these trends by allowing customers to register, login, and share content across social networks linked to the retailer's website. This improves registration rates and engagement while also providing the retailer with more customer data and opportunities for free referrals through social sharing. Specific benefits highlighted include increased traffic, better search engine optimization, customers acting as brand advocates, and an improved mobile experience.