The retail sector faces mounting cybersecurity challenges due to its handling of vast amounts of sensitive data and the growing digital nature of its operations, making it a prime target for cybercrime. Cyber threats such as identity theft, account takeovers, and payment fraud exploit weaknesses in authentication systems, with attackers increasingly using AI to enhance their tactics. To counter these threats while ensuring a seamless shopping experience, Customer Identity and Access Management (CIAM) plays a critical role by offering solutions such as passwordless authentication, adaptive multi-factor authentication (MFA), and single sign-on across platforms. Retailers must also meet regulatory and customer expectations around data privacy and transparency, with compliance to standards like GDPR and PCI DSS being crucial. Educating customers on secure shopping practices without disrupting their experience is essential, as is adopting a robust CIAM platform that minimizes friction while maximizing security. This approach not only reduces the potential impact of fraud but also strengthens customer trust, ultimately leading to a smoother and more secure shopping experience.