Business don't want online shopping to be high-friction, but Thankfully consumer opinion is pushing more for security and less for making it as easy as possible to buy stuff online.

I'll happily take this shit-show cacophony of various 2fa methods and authentication types if nobody is stealing money from my bank account or ordering stuff on ebay on my behalf.

The flip side of this - is that if companies properly setup auth and allow you to use username+password (or passkeys) and a TOTP method then this is all basically copy/paste from your password manager or verify on your phone and the process is super easy.