That’s only 6 percent of the top online retailers making use of a feature the social network launched in 2008. Sociable Labs says it’s not because Facebook login isn’t useful. The option simplifies account creation, eliminates the need for another password, allows companies to better personalize their sites and collect richer CRM data, in addition to increasing referral traffic from the social network. Sociable Labs says the problem comes down to technical barriers, perceived security concerns and, in general, lack of priority among online retailers that have another registration system in place.

MORE:  Internet retailers miss opportunities by not using Facebook login, Sociable Labs says.

As the London Evening Standard reports, it’s just a small “pop up” store within a U.K. computer retailer called PC World. Right now, it only sells Chromebooks and headphones, and it will only run for a few months until Christmas.

It’s called the Chrome Zone — the same name as the outlets in several U.S. airports that let you pick up a Chromebook before you fly out on Virgin Airlines.

It’s just an experiment for now. According   to a Google spokesperson “It’s something Google is going to play with and see where it leads.”

via World’s First Google Retail Store Opens in London | Online Marketing Trends.