What is Single Sign-On (SSO) Authentication

SSO (Single Sign-On) Authentication is a login system that lets people log in once and gain access to multiple applications or systems without having to sign in again for each one. It simplifies the login process by using a single set of credentials across platforms.

Examples

SSO Example What it enables
Google Workspace login Users can sign in to Gmail, Drive, Calendar, and other Google apps with one login.
Microsoft Entra ID (Azure AD) Employees use one set of credentials to access Outlook, Teams, SharePoint, and more.
Okta integration Businesses connect Okta to their tools so users sign in once to access everything.
Social login with Facebook Customers use their Facebook account to log in to a third-party app or store.

A brief history

SSO (Single Sign-On) came about as a way to simplify access to multiple systems. As companies started using more software tools, managing separate logins became a hassle. SSO solved this by letting users log in once and move between platforms without re-entering credentials. It’s now a common feature in workplace software, making login faster and more secure.

Good to know

Not all SSO setups work the same way. Some let users move between just a few connected tools, while others cover an entire suite of business systems. If you’re setting up SSO, make sure your software supports the same authentication provider like Google Workspace, Okta, or Microsoft Azure AD to avoid access issues and get the seamless login experience you’re aiming for.

Know more

Frequently Asked Questions

How does SSO work in a product content platform?
With SSO, your team signs in once using a shared company login (usually through a provider like Google or Microsoft) and gets access to all connected tools like your PIM, DAM, or storefront without juggling extra passwords.
What do I need to enable SSO for my team?
You’ll need an identity provider (IdP) your company already use, like Okta, Azure AD, or Google Workspace and admin access to the tool you’re connecting. Most platforms offer SSO setup in their settings, and some may need help from your IT team.
Is SSO worth setting up for a small team?
Definitely. Even with a smaller team, SSO helps streamline access, saves time on user management, and keeps things secure. It’s especially helpful as your tech stack grows or new team members join.