As a platform that sells tickets to events (https://www.theticketfairy.com/ https://www.theticketfairy.com/), I feel that I should make a counterargument to not

As a platform that sells tickets to events (https://www.theticketfairy.com/ https://www.theticketfairy.com/), I feel that I should make a counterargument to not making users create an account. Our checkout process requires no existing account, so you click on the buy button, enter your name, email address and billing info, and you create a password at the end, after which you DO have an account. We feel that this is much better UX than most other ticketing sites that send you to registration forms before you can continue the checkout. We used to receive many, many support requests from people who'd lost the email containing their tickets. We then added order history and the ability to download their tickets by logging into their accounts and this resulted in a massive drop in support emails. Another key point is that most people realise they've lost the ticket email only a few hours before the event is about to start, so we get very panicky last-minute emails from people freaking out that they're not going to be able to get in. Just giving people the option to log into an account and retrieve their tickets not only dramatically reduces our workload but also provides them with peace of mind. We're adding 3rd-party login shortly (primarily Facebook) but will keep email/password as an option. However, even with 3rd-party login, we'll still need to confirm the email address as most people are used to email as their delivery method. Saying all this, most of the advice in the article is valid and we follow many of the points. Our username is the email address and we enforce HTTPS on all pages (with HSTS headers).