Shoppers on Dell's website looking for a new laptop could log in using their Facebook credentials to avoid creating a new username and password. That option is now gone as Dell has abandoned the practice and it looks like other users have followed.

Best Buy, Ford Motor, Pottery Barn, Nike, Patagonia, Match and Amazon's video-streaming service Twitch have removed the ability to sign on with Facebook.

Jen Felch, Dell's chief digital and chief information officer, said people stopped using social logins, for reasons that include concerns over security, privacy and data-sharing.

"We really just looked at how many people were choosing to use their social media identity to sign in, and that just has shifted over time," Felch said.

"One thing that we see across the industry is more and more security risks or account takeovers, whether that's Instagram or Facebook or whatever it might be, and I just think we're observing people making a decision to isolate that social media account versus having other connections to it."

The disappearing login is the latest sign of Facebook's diminishing influence on the internet following more than a decade of spectacular growth.