Nowadays, the use of identity and access management systems is the norm in large organizations. Therefore, great efforts are made in science and practice to ensure that these systems will cope with their tasks in the future. However, from a scientific point of view, an important part of the systems has been neglected so far: the user who uses the systems for ordering software or authorizations daily. Therefore, this paper first examines through a survey the challenges these users face and then presents opportunities on how these challenges can be solved. For this, concepts from e-commerce are used, as there are various mechanisms which are already studied both in science and practice.