Get listed
Submit your agencyFree profile in the agency directory Submit your toolFree review in the tools directory Advertise with usFeatured spots and sponsorships

Independently tested ranking

Best A/B Testing Tools for Ecommerce in 2026

We compared 9 of the best A/B testing tools for ecommerce on price and shipping tests, Shopify fit, statistics, ease of use and cost at real order volumes.

Reviewed by ·

Updated November 11, 20269 tools rankedPrices as of November 2026
Tools compared
9
With a free plan
1 of 9
Median entry price
$99/mo
Average rating
4.5
On this page
  1. Quick answer
  2. Our top picks
  3. Key takeaways
  4. What is an A/B testing tool for ecommerce?
  5. Comparison table
  6. The 9 best A/B testing tools for ecommerce
  7. Best A/B testing tool for ecommerce by need
  8. What to look for
  9. How much A/B testing tools for ecommerce cost
  10. How we ranked them
  11. How to choose an A/B testing tool for ecommerce
  12. FAQ
  13. About the reviewer
  14. Related rankings

Which A/B testing tool is best for ecommerce?

The best A/B testing tools for ecommerce in 2026 are Intelligems for Shopify price, shipping and offer tests, Shoplift for theme and template tests in the Shopify editor, Wingify (the merged VWO and AB Tasty) for full CRO programs at larger stores, Convert for flicker-free tests on any platform, and ABConvert for low-cost price tests. Intelligems starts at $69 a month and Shoplift at $99 a month, both with 14-day trials.

Our top picks

Best overall

Intelligems

Tests prices, shipping, offers and content on Shopify and reports on profit, so tests target the levers that matter most to margin.

Paid plans from From $69/mo

See why we picked it

Best for theme and page tests

Shoplift

Builds variations in the Shopify theme editor you already use and publishes winners in one click.

Paid plans from $99/mo ($74/mo annual)

See why we picked it

Best for large stores

Wingify (VWO and AB Tasty)

★ 4.3 our rating

Combines behavior research, website experiments, personalization and commerce search for stores with a CRO team.

Paid plans from Custom

See why we picked it

Key takeaways

  • Test prices and shipping, not just buttons. Intelligems, ABConvert and Shoplift (Advanced) can A/B test prices on Shopify; Intelligems and ABConvert also test shipping rates and free-shipping thresholds.
  • VWO and AB Tasty are now one company. They merged in 2026 and sell as Wingify; both old websites redirect to wingify.com, so get current product names and terms in writing.
  • Google Optimize is gone. Google shut it down in September 2023. For a free option today, GrowthBook has a free plan and free self-hosting, but it needs developers.
  • Order volume decides what you can test. A store with a few hundred orders a month should test big changes like price or free-shipping thresholds, not small copy tweaks that need far more data.
  • Check plan gates against your Shopify plan. Checkout tests need Shopify Plus, and shipping rate tests usually need Shopify Advanced or higher.

What is an A/B testing tool for ecommerce?

The best A/B testing tools for ecommerce split shoppers between two or more versions of a price, offer, page or checkout step and measure which one earns more revenue or profit per visitor. Unlike general website testing tools, ecommerce A/B testing software reads real orders, so a winner is judged on sales and margin, not only clicks or signups.

A/B testing for ecommerce needs to do three things well. It should test the levers that change margin, such as product prices, discounts and free-shipping thresholds. It should fit your platform, which for most small and mid-sized brands means a Shopify app that works with themes and templates. And it should report on revenue, average order value and profit with statistics you can trust at your order volume.

Best A/B testing tools for ecommerce compared

#ToolBest forFree planPaid plans fromOur rating
1 Intelligems Price, shipping and offer tests No (14-day trial) From $69/mo Not yet reviewed
2 Shoplift Shopify theme and template tests No (14-day trial) $99/mo ($74/mo annual) Not yet reviewed
3 Wingify (VWO and AB Tasty) Testing, research and personalization No (30-day trial) Custom ★4.3
4 Convert Flicker-free tests, any platform No (15-day trial) $399/mo ($299/mo annual) ★4.5
5 ABConvert Shopify price tests on a budget No (14-day trial) $99/mo Not yet reviewed
6 Optimizely Enterprise retail experimentation No Custom (annual) ★4.4
7 Kameleoon Prompt-built tests and personalization No (30-day trial) From $495/mo Not yet reviewed
8 GrowthBook Free tests for headless stores Yes (Starter + self-host) $40/user/mo ★4.7
9 Unbounce Paid-ads landing page tests No (14-day trial) $29/mo (tests from $149/mo) ★4.4

Our rating comes from MakeSuccessOnline's hands-on reviews. Prices are the cheapest paid plan, billed monthly unless marked annual, checked November 2026.

The 9 best A/B testing tools for ecommerce in 2026

Shopify apps that test prices and themes lead this ranking because they fit most online stores. Enterprise platforms follow for larger retailers, with options for headless stores and ad landing pages.

#1Best overall A/B testing tool for Shopify stores

Intelligems

A Shopify testing app that A/B tests prices, shipping rates, discounts and content, and judges every test on profit as well as conversion.

Not yet reviewed
Paid plans from
From $69/mo
Free plan
No (14-day trial)
Best for
Shopify and Shopify Plus brands with steady order volume
Works on
Shopify (app)

Intelligems is our top pick for ecommerce because it tests the levers that move margin, not only the look of a page. You can split visitors between two product prices, two free-shipping thresholds or two discount offers and see which one earns more profit per visitor. For most Shopify brands, a winning price or shipping test is worth more than any headline change.

Pricing is modular. Every plan includes Smart Content for theme, template and split URL tests, and you add Pricing, Shipping, Merchandising or Checkout modules only when you need them, starting at $69 a month for low order volumes. The trade-offs: it only works on Shopify, Smart Pricing is not part of the free trial, and checkout tests need Shopify Plus.

Key features

  • Smart PricingA/B tests product prices, including subscription and multi-currency prices, so you find the price that maximizes profit rather than guessing. The Limited tier runs one test a month with up to five price points.
  • Smart ShippingTests shipping rates and free-shipping thresholds, one of the most reliable ways to raise average order value. Rate tests need Shopify Advanced or Plus.
  • Smart MerchandisingTests discounts, gifts with purchase, quantity breaks, cart progress bars and upsells, so you learn which offer pays for itself.
  • Smart ContentTheme, template, content and split URL tests plus on-site personalization, included on every plan.
  • Checkout and post-purchase offersTest checkout blocks on Shopify Plus and one-click post-purchase offers that add revenue after the order is placed.

Pricing

PlanPriceWhat you get
Build Your OwnFrom $69/moSmart Content plus any modules you add, priced by monthly order volume; 5-15% bundle discounts and a further 20% off annually
Unlimited$2,894/mo ($1,279/mo billed annually)All modules, unlimited tests and personalizations, unlimited AI usage, white-glove onboarding; 3-month minimum

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Prices are per store and rise with monthly orders. 14-day free trial for new stores covering every module except Smart Pricing, which has a 3-month minimum term.

Pros and cons

Pros
  • Tests prices, shipping and offers that most tools cannot
  • Results reported on profit, not only conversion rate
  • Pay only for the modules you use
  • Fast setup as a Shopify app
Cons
  • Shopify only
  • Price testing is excluded from the trial and needs a 3-month commitment
  • Checkout tests require Shopify Plus

Is it right for you?

Choose Intelligems ifYou run a Shopify store with enough orders to test and your biggest open questions are about price, shipping thresholds or discounts.

Look elsewhere ifYour store is not on Shopify, or you only want to test page layouts and copy.

#2Best for Shopify theme and page tests

Shoplift

A Shopify-native app that tests themes, templates and pages from inside the theme editor, with price and subscription tests on higher plans.

Not yet reviewed
Paid plans from
$99/mo ($74/mo annual)
Free plan
No (14-day trial)
Best for
Shopify brands that want theme and page tests without developers
Works on
Shopify (app)

Shoplift is the quickest way to start testing on Shopify. You duplicate a theme or template, change it in the Shopify theme editor you already know, and Shoplift splits traffic between the versions. There is no separate visual editor to learn and no code snippet to debug, so a merchandiser can test a new product page layout or homepage hero the same afternoon.

The Core plan covers theme, template and URL split tests with Bayesian reporting and one-click apply of the winner. The Advanced plan at $299 a month is where it gets serious for growing stores: channel, UTM and country segmentation, GA4 integration, Lift Assist, and access to price, campaign and subscription testing through Recharge. It is Shopify only and capped by monthly store visitors.

Key features

  • Theme and template testingTest a full theme or a single product, collection or landing template built in the Shopify theme editor, so changes look exactly as they will when you ship them.
  • Price and subscription testingAdvanced plan and up can test product prices, and subscription prices through a Recharge integration that creates test selling plans.
  • Audience segmentationSegment results by device on Core, and by referrer, channel, UTM and country on Advanced, so you can see whether paid social visitors respond differently.
  • Lift AssistAI help on the Advanced plan for finding test ideas and setting tests up faster.
  • One-click apply winnerPublish the winning theme or template straight from the results page instead of rebuilding it.

Pricing

PlanPriceWhat you get
Core$99/mo ($74/mo billed annually)Theme, template and URL split tests, Bayesian analysis, device segmentation, apply winner
Advanced$299/moUp to 100K monthly visitors; adds advanced segmentation, GA4, Lift Assist, JavaScript API, price, campaign and subscription testing
Managed Account$699/mo (annual)Up to 250K monthly visitors; dedicated account manager, strategy sessions, storefront audit and roadmap

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Plans are tiered by monthly store visitors, and 5+ stores get custom pricing. 14-day free trial on any plan.

Pros and cons

Pros
  • Tests run inside the Shopify theme editor
  • Clear, published pricing
  • Price and subscription tests on Advanced
  • Good fit for merchandisers without developers
Cons
  • Shopify only
  • Price testing and deeper segmentation need the $299 plan
  • No shipping or checkout tests like Intelligems

Is it right for you?

Choose Shoplift ifYou want to test product pages, collection pages and homepage layouts on Shopify without hiring a developer.

Look elsewhere ifYour main questions are about shipping rates and checkout, or you sell on a platform other than Shopify.

#3Best for large stores running a full CRO program

Wingify (VWO and AB Tasty)

The merged VWO and AB Tasty platform, combining website testing, personalization, heatmaps and recordings, and product search and recommendations.

★4.3
Our rating
Paid plans from
Custom
Free plan
No (30-day trial)
Best for
Mid-sized and enterprise ecommerce, marketing and CRO teams
Works on
Web (SaaS), SDKs for server-side and mobile

VWO and AB Tasty, two of the best-known ecommerce testing platforms, merged in 2026 and now sell as one brand, Wingify. Both vwo.com and abtasty.com redirect to wingify.com. For a store, the result is one vendor covering the whole conversion loop: behavior analytics to find problems, website experiments to test fixes, personalization to roll out winners by segment, and commerce tools for search and recommendations.

Wingify suits ecommerce teams with a dedicated CRO owner and a budget for annual contracts. Products are bought separately on Growth, Pro or Enterprise plans, and no prices are published, so expect a sales process. Existing VWO customers kept their contracts and pricing through the move. Because packaging is still settling after the merger, get the exact modules and limits in writing.

Key features

  • Web Experimentation and RolloutWebsite A/B tests designed for non-technical teams, run through the SmartCode snippet, with winners rolled out to visitors.
  • Behavior AnalyticsHeatmaps, session recordings, funnels and surveys show where shoppers drop off in product pages and checkout, so tests start from evidence. It is priced separately by monthly tracked users.
  • Web PersonalizationShow tailored experiences to segments such as returning customers or visitors from a campaign, on the same data as your tests.
  • CommerceSemantic search, product and content recommendations and merchandising tools for online stores.
  • Wingz AIWingify's AI layer runs across research, test creation and analysis; Wingz Core is included with any paid product.

Pricing

PlanPriceWhat you get
GrowthCustomFor small teams getting started; priced by traffic and products
ProCustomFor businesses looking to scale; more workspaces, domains and data retention
EnterpriseCustomFor large teams, agencies and enterprises

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Each product (experimentation, personalization, behavior analytics and others) is priced separately based on traffic. 30-day free trial with no credit card, including a sandbox with sample data.

Pros and cons

Pros
  • Research, testing, personalization and search from one vendor
  • Built for marketers who do not code
  • 30-day trial with no card required
  • Data centers in the US, EU and India
Cons
  • No published prices
  • Buying several products adds up quickly
  • Product packaging is still changing after the 2026 merger

Is it right for you?

Choose Wingify (VWO and AB Tasty) ifYou run a mid-sized or large store with a CRO team and want testing, research and personalization under one contract.

Look elsewhere ifYou are a small Shopify store that wants a self-serve app you can pay for with a card today.

#4Best for privacy-minded stores and CRO agencies

Convert

A website A/B testing tool with a visual editor, flicker-free delivery, strong privacy options and published pricing.

★4.5
Our rating
Paid plans from
$399/mo ($299/mo annual)
Free plan
No (15-day trial)
Best for
Agencies, CRO specialists and mid-sized ecommerce and SaaS companies
Works on
Web (SaaS)

Convert is the strongest mid-market choice for stores that are not purely on Shopify, or that want one tool across several storefronts. It works on any website through a script, integrates with Shopify, and is built to avoid the flicker that can bias client-side tests on heavy product pages. Privacy options such as no third-party cookies and EU or US data storage suit European stores.

Pricing is public, which is rare at this level. Growth costs $399 a month, or $299 billed annually, for 100,000 tested users, and includes A/B and split URL tests, heatmaps, SRM checks and advanced targeting. Pro adds multivariate and multi-page tests, which suit checkout funnels, plus sequential testing and bandits. It costs more than Shopify apps and has no price-testing module.

Key features

  • Flicker-free loadingThe script is built to stop shoppers seeing the original page before the variation, which protects both experience and results.
  • Multi-page testingPro tests changes across a funnel, such as product page, cart and checkout together, so you measure the full purchase path.
  • Advanced targetingTarget by location, device, cookies, behavior, data layer values or custom JavaScript, for example only first-time visitors from paid social.
  • Privacy complianceDesigned for GDPR and CCPA, with no third-party cookies and a choice of EU or US data storage.
  • IntegrationsConnects with 100+ analytics, CMS and ecommerce tools, including Shopify and GA4, so results reach the reports you already use.

Pricing

PlanPriceWhat you get
Growth$399/mo ($299/mo billed annually)100K tested users/mo; A/B and split URL tests, visual editor, heatmaps, SRM check, 5 projects
Pro$599/mo ($420/mo billed annually)100K tested users/mo; adds multivariate and multi-page tests, full-stack testing, bandits, sequential testing, SSO
EnterpriseCustom (annual)From 1M tested users/mo, data segregation, SLA and account manager

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Extra tested users cost $399 per 100K on Growth and $699 per 250K on Pro, and overage can be switched off. 15-day free trial, no credit card.

Pros and cons

Pros
  • Published, predictable pricing
  • Flicker-free, privacy-first testing
  • Works on any ecommerce platform
  • Multi-page tests for checkout funnels on Pro
Cons
  • Expensive for small stores
  • No built-in price or shipping testing
  • More technical than Shopify-native apps

Is it right for you?

Choose Convert ifYou run a store on any platform, or several stores, and want flicker-free, privacy-friendly tests at a published price.

Look elsewhere ifYou are a small Shopify store, where a Shopify app costs a quarter as much.

#5Best budget option for Shopify price tests

ABConvert

A Shopify A/B testing app for themes, templates, URLs, prices, shipping and checkout, priced by billable orders.

Not yet reviewed
Paid plans from
$99/mo
Free plan
No (14-day trial)
Best for
Shopify brands wanting price and shipping tests alongside theme tests
Works on
Shopify (app)

ABConvert covers almost every Shopify test type in one app: themes, templates, URL splits, checkout UI extensions, prices and shipping. Its Growth plan at $199 a month is one of the cheaper ways to run real price tests on Shopify, which makes it a good alternative to Intelligems for stores that want price testing without a modular bill.

Plans are priced by billable orders. From November 9, 2026, only orders that appear in a test's results count, which keeps costs closer to actual testing. The $99 Starter plan does not include price or shipping tests, shipping tests need a Shopify plan with the Carrier Service API, and checkout tests need Shopify Plus. Monthly plans charge overage per 1,000 extra orders.

Key features

  • Price testingTest product prices from the Growth plan up, so you can find a better price point without a modular add-on.
  • Shipping testingTest shipping rates and thresholds; needs Shopify Advanced or higher, or a yearly Shopify plan, for the Carrier Service API.
  • Theme and template testsCompare whole themes or product, collection and landing templates on every plan.
  • URL split testsSend traffic to two different pages to compare layouts or offers.
  • Checkout UI extension testsTest checkout changes on Shopify Plus stores.

Pricing

PlanPriceWhat you get
Starter$99/mo ($990/yr annual)1,000 billable orders; theme, template, URL and checkout UI tests
Growth$199/mo ($1,990/yr annual)5,000 billable orders; adds price and shipping tests
Scale$399/mo ($3,990/yr annual)15,000 billable orders
Pro$599/mo ($5,990/yr annual)30,000 billable orders
Unlimited$2,499/mo ($24,990/yr annual)Unlimited orders

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Monthly plans charge overage per 1,000 extra billable orders ($24 to $59 depending on plan); annual plans have no overage. 14-day free trial on all plans except Unlimited.

Pros and cons

Pros
  • Price, shipping, theme and checkout tests in one app
  • Clear published pricing
  • Billed on orders in test results
  • Annual plans with no overage
Cons
  • Shopify only
  • No price tests on the $99 Starter plan
  • Pricing and limits changed twice in 2026

Is it right for you?

Choose ABConvert ifYou want Shopify price testing at a fixed monthly price and your order volume fits one of the plan bands.

Look elsewhere ifYou need profit reporting and offer testing as deep as Intelligems, or you are not on Shopify.

#6Best for enterprise retailers

Optimizely

An enterprise experimentation platform for website and feature tests, with a sequential Stats Engine, personalization and the Opal AI assistant.

★4.4
Our rating
Paid plans from
Custom (annual)
Free plan
No
Best for
Mid-market and enterprise marketing, product and engineering teams
Works on
Web (SaaS), SDKs for web, mobile and server-side languages

Optimizely suits large retailers and marketplaces that run many tests at once across web, apps and back-end systems. Web Experimentation handles client-side tests on product, category and checkout pages, while Feature Experimentation tests search ranking, recommendations or pricing logic in code. Both report through Stats Engine, whose sequential statistics let you check results any time without inflating false positives.

For an ecommerce program, the extras matter: personalization by audience, multi-armed bandits that shift traffic to the best promotion during a sale, and warehouse-native analytics that read revenue straight from Snowflake or BigQuery. The cost is the catch. There is no free plan or self-serve tier, contracts are annual and quoted, and it is far more than a single Shopify store needs.

Key features

  • Web ExperimentationClient-side A/B, multivariate and multi-page tests on product, category and checkout pages with a visual editor or custom code.
  • Stats EngineSequential statistics with false discovery rate control, so merchandisers can check a test daily without calling winners too early.
  • Multi-armed banditsAutomatically send more traffic to the best-performing variation, which suits short promotions like Black Friday where waiting for significance costs sales.
  • Warehouse-native analyticsAnalyze tests on revenue and margin data already in your warehouse, such as Snowflake or BigQuery.
  • Feature ExperimentationTest search, recommendation or pricing logic server-side and in mobile apps with feature flags.

Pricing

PlanPriceWhat you get
Web ExperimentationCustom (annual)Visual editor, A/B and multivariate tests, Stats Engine; priced by traffic
Feature ExperimentationCustom (annual)Feature flags, server-side and mobile experiments, SDKs
Analytics and other productsCustom (annual)Warehouse-native analytics, CMS and commerce products

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Optimizely sells products as separate annual licenses quoted by traffic; there is no free plan or public price.

Pros and cons

Pros
  • Mature platform trusted by large retailers
  • Trusted sequential statistics
  • Tests on web, apps and back-end logic
  • Warehouse-native revenue analysis
Cons
  • No public pricing and high cost
  • No free plan or self-serve tier
  • Setup and governance take real effort

Is it right for you?

Choose Optimizely ifYou are a large retailer or marketplace running many concurrent tests across web, apps and back-end systems.

Look elsewhere ifYou run a single Shopify store or test a few times a quarter.

#7Best for AI-built tests without developers

Kameleoon

An experimentation platform where marketers describe a variation in plain language and AI builds it, with personalization and a Shopify extension.

Not yet reviewed
Paid plans from
From $495/mo
Free plan
No (30-day trial)
Best for
Mid-market and enterprise marketing, product and engineering teams
Works on
Web (SaaS), SDKs for server-side and mobile

Kameleoon's Prompt-Based Experimentation (PBX) lets an ecommerce marketer type something like "add a free returns badge under the add-to-cart button" and have AI build the variation on the live page. For stores where developer time is the bottleneck, that removes the slowest step in testing. It includes a Shopify extension, advanced behavioral targeting and personalization.

Unlike most enterprise platforms, Kameleoon now has a self-serve entry plan. PBX Starter costs from $495 a month for 50,000 tested users and up to 10 experiments, with a 30-day free trial. Server-side tests, multivariate tests and CUPED sit on Enterprise or as add-ons. When you hit the traffic quota on Starter, experiments stop, so size the plan to peak season traffic.

Key features

  • Prompt-Based ExperimentationDescribe a change in plain language and AI builds it; each prompt uses one credit and an experiment takes about three on average.
  • Shopify extensionConnects Kameleoon to Shopify stores, listed as part of PBX Starter.
  • Advanced behavioral targetingTarget tests and personalizations with 40+ user properties, such as cart value or visit count.
  • Sequential testing and SRM detectionBuilt-in checks and sequential stats on Starter help you trust results on lower-traffic stores.
  • EU or US data residencyChoose where data is stored, which suits European retailers with strict GDPR requirements.

Pricing

PlanPriceWhat you get
PBX StarterFrom $495/mo50,000 tested users/mo, up to 10 experiments, 30-200 AI credits/mo, personalization, Shopify extension
EnterpriseCustomUnlimited traffic, multivariate and server-side tests, rollouts, bandits, SSO, dedicated CSM

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Feature experimentation, mobile testing, a code editor, bandits and CUPED are paid add-ons on Starter. 30-day free trial with up to 3 experiments; trial tests are not saved.

Pros and cons

Pros
  • AI builds variations from plain-language prompts
  • Self-serve entry plan with a trial
  • Shopify extension and strong targeting
  • EU or US data residency
Cons
  • Starter caps traffic and stops tests at the limit
  • Many advanced features are add-ons
  • Credit-based AI use needs monitoring

Is it right for you?

Choose Kameleoon ifYour marketing team has test ideas but little developer time, and you want AI to build variations.

Look elsewhere ifYou mainly need price or shipping tests, which Shopify apps handle more cheaply.

#8Best free option for headless and custom stores

GrowthBook

An open-source feature flag and experimentation platform that analyzes tests on your own data warehouse.

★4.7
Our rating
Paid plans from
$40/user/mo
Free plan
Yes (Starter + self-host)
Best for
Product and engineering teams, data teams and startups
Works on
Web (cloud or self-hosted), SDKs for JavaScript, React, Python, Go, Ruby, PHP, Java, Kotlin, Swift and more

GrowthBook fits ecommerce brands with their own developers, especially headless storefronts built on React frameworks or custom stacks where Shopify theme apps do not apply. Engineers wrap a change in a feature flag, GrowthBook splits traffic, and results are calculated on order data already in your warehouse, such as BigQuery or Snowflake. You keep full control of revenue data.

The free Starter plan supports up to three users, and self-hosting the open-source version is free. Pro costs $40 per seat a month and adds the AI visual editor, sequential testing, CUPED, bandits and split URL tests. It is not a marketer's tool: without a warehouse and a developer to install SDKs, you will struggle to get value from it.

Key features

  • Warehouse-native experimentationAnalyze tests on revenue, margin and repeat-purchase data already in your warehouse, without sending data to another vendor.
  • Feature flagsTest checkout logic, search ranking or free-shipping rules in code and roll winners out by percentage.
  • Open source and self-hostingHost the core platform yourself at no cost for full data control.
  • CUPED and sequential testingPro features that reach reliable results with less traffic, useful for stores without huge volume.
  • AI Visual EditorPro lets non-developers build front-end variations without code.

Pricing

PlanPriceWhat you get
Starter$0Up to 3 users, 1 project, unlimited flags and experiments, 1M CDN requests/mo
Pro$40/user/moUp to 30 users; visual editor, sequential testing, CUPED, bandits, split URL tests; 2M CDN requests/mo then $10 per million
EnterpriseCustomSSO/SCIM, advanced permissions, audit logs
Open Source (self-hosted)$0Core platform on your own servers

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Pro includes usage allowances for CDN requests, bandwidth and managed warehouse events, with charges above them.

Pros and cons

Pros
  • Free to start or self-host
  • Revenue data stays in your warehouse
  • Strong statistics on Pro
  • Works on any custom or headless stack
Cons
  • Needs developers and a data warehouse
  • No Shopify theme-editor workflow
  • Visual editor and CUPED are paid features

Is it right for you?

Choose GrowthBook ifYou run a headless or custom storefront with developers and want low-cost tests on your own data.

Look elsewhere ifYou run a standard Shopify theme and nobody on the team writes code.

#9Best for testing ad landing pages

Unbounce

A landing page builder with built-in A/B testing and AI traffic routing for pages that sit outside your store.

★4.4
Our rating
Paid plans from
$29/mo (tests from $149/mo)
Free plan
No (14-day trial)
Best for
Marketers, SaaS teams, ecommerce brands and agencies running paid ad campaigns
Works on
Web (hosted pages), WordPress plugin

Unbounce is for a different ecommerce job: testing the landing pages that paid ads send people to before they reach the store, such as a product launch page, a quiz funnel or an offer page for Meta ads. You build pages in Unbounce, run unlimited A/B tests, and use dynamic text replacement to match the page to the ad.

Smart Traffic, on the Optimize plan, routes each visitor to the variant most likely to convert for someone like them, and it starts working after a small number of visits. That helps when a campaign does not have the traffic for a classic test. The limits: A/B testing starts on the $149 Experiment plan, and pages live outside your store with no native Shopify storefront integration.

Key features

  • A/B testingUnlimited tests and variants with manual traffic splits on the Experiment plan and up, so you can prove which offer wins before scaling ad spend.
  • Smart TrafficAI sends each visitor to the variant most likely to convert for them, useful for short campaigns with modest traffic (Optimize plan).
  • Dynamic text replacementSwaps headline words to match the keyword or ad a visitor clicked.
  • Popups and sticky barsShow targeted offers or email capture with exit-intent, scroll or delay triggers.
  • TemplatesConversion-focused templates help you launch campaign pages quickly.

Pricing

PlanPriceWhat you get
Starter$29/mo1 domain, 500 visitors/mo, up to 5 pages; no A/B testing
Build$99/mo20,000 visitors/mo, unlimited pages, custom code
Experiment$149/moUnlimited A/B testing and dynamic text replacement, 3 users, 2 domains
Optimize$249/mo50,000 visitors/mo, Smart Traffic, scheduling, advanced triggers
ConciergeCustom (annual)100,000+ visitors/mo with implementation services

List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. 14-day free trial, no card required.

Pros and cons

Pros
  • Fast to build and test campaign pages
  • Smart Traffic helps at lower traffic
  • Dynamic text matches pages to ads
  • Unlimited conversions on every plan
Cons
  • Testing starts on the $149 plan
  • Pages live outside your store
  • No native Shopify storefront integration

Is it right for you?

Choose Unbounce ifYou spend on paid ads and want to test the landing pages those ads point to.

Look elsewhere ifYou want to test product, collection or checkout pages inside your store.

Best A/B testing tool for ecommerce by need

What to look for in an A/B testing tool for ecommerce

  • Price and shipping testingPrice testing software and free shipping threshold tests usually move profit more than design tests. Check whether the plan you can afford includes them, since several apps reserve price tests for higher tiers.
  • Platform fitShopify a/b testing apps work inside themes and templates and read orders natively. Headless or custom stores need a tool with SDKs or a script, such as Convert or GrowthBook.
  • Profit-based reportingRevenue per visitor and profit per visitor matter more than conversion rate. A discount can lift conversions while losing money, so the tool should show margin.
  • Checkout and cart testsCheckout a/b testing on Shopify needs Shopify Plus and a tool that supports checkout extensions. Cart upsells and post-purchase offers are often easier wins.
  • Statistics for your trafficBayesian reporting, sequential testing or CUPED help smaller stores reach a decision. Ask how the tool handles low order counts and peak-season spikes.
  • Pricing basisTools charge by orders, visitors or tested users. Model your busiest month, because traffic during sales can push you into overage or stop tests at the cap.

How much do A/B testing tools for ecommerce cost in 2026?

A/B testing tools for ecommerce cost from $0 for developer-led open source to $69 to $299 a month for Shopify apps and custom annual contracts for enterprise platforms. Shopify apps usually price by orders or store visitors, while enterprise tools price by tested traffic.

TierTypical priceTools at this levelWho it suits
Free $0GrowthBook Starter and self-hostedHeadless or custom stores with developers
Shopify apps $69 to $299/moIntelligems Build Your Own, Shoplift Core and Advanced, ABConvert Starter and GrowthSmall and mid-sized Shopify brands
Mid-market platforms $299 to $599/moConvert Growth and Pro, Kameleoon PBX Starter ($495/mo), ABConvert ProGrowing stores, multi-store brands and CRO agencies
Enterprise Custom annual contractWingify, Optimizely, Kameleoon Enterprise, Intelligems UnlimitedLarge retailers running tests every week

Entry prices from vendor pricing pages and app listings, November 2026. Annual prices are marked.

Before you compare a/b testing tools pricing, check how many orders a test will see. A price or shipping test needs a few hundred orders per variation to show a clear result, so a store with 300 orders a month will wait a long time even on the best tool. Start with one Shopify app on a monthly plan, run your biggest test first (usually price or the free-shipping threshold), and move to annual billing only once you test every month. Remember that a winning price test can pay for a year of software in weeks.

How we chose the best A/B testing tools for ecommerce

We started with the A/B testing tools in the MakeSuccessOnline directory and added Shopify testing apps and platforms we have not reviewed yet, such as Intelligems, Shoplift, ABConvert and Kameleoon. We judged each on ecommerce jobs: testing prices, shipping thresholds and offers, testing product and checkout pages, reporting on revenue and profit, and fitting Shopify or headless stores, using hands-on reviews, vendor documentation and app listings. We list VWO and AB Tasty together as Wingify following their 2026 merger. Pricing and plans were checked in November 2026.

  1. Ecommerce test typesPrice, shipping, offer, theme, template and checkout testing.
    25%
  2. Platform fitHow well the tool works with Shopify, other store platforms and headless stacks.
    20%
  3. Statistics and reportingRevenue and profit metrics, Bayesian or sequential methods and health checks.
    20%
  4. Ease of useHow fast a merchandiser can launch a valid test without a developer.
    15%
  5. Pricing and valueEntry price, pricing basis and cost at realistic order volumes.
    15%
  6. Performance and privacyFlicker-free delivery, page speed and data residency.
    5%

Read how we review tools →

How to choose an A/B testing tool for ecommerce

  1. Start with your platformOn Shopify, shortlist Shopify-native apps first. On WooCommerce, BigCommerce or a headless stack, look at Convert, Kameleoon, Optimizely or GrowthBook.
  2. List your biggest questionsWrite down what you most want to know: the right price, the free-shipping threshold, a new product page layout. The first test you need tells you which tool and plan to buy.
  3. Check your order volumeCount monthly orders and visitors. Low-volume stores should test bold changes, and should pick a tool with Bayesian or sequential statistics.
  4. Match plan gates to your needsConfirm that price, shipping or checkout tests are on the plan you will pay for, and that your Shopify plan supports them.
  5. Run a test during the trialUse the 14 to 30-day free trial to launch one real test, check it does not slow pages or flicker, and confirm orders are attributed correctly.
  6. Plan for peak seasonAsk what happens when Black Friday traffic exceeds your plan. Some tools charge overage, others stop tests at the cap.

Check during the free trial

  • Does a price test show the same price on product pages, collections, cart and checkout?
  • Are results reported as revenue and profit per visitor, not just conversion rate?
  • Does the test script slow the page or flicker on mobile product pages?
  • Which of your Shopify plan features (Plus checkout, Carrier Service API) does the tool need?
  • What happens to running tests if you hit the order or traffic limit mid-month?

Red flags

  • Price testing advertised but locked to a plan far above your budget
  • Results shown only as conversion rate, with no revenue or margin view
  • No sample ratio mismatch or health checks on test traffic
  • Overage charges with no way to cap them during sales
  • Vague answers about how price tests stay consistent through checkout

A/B testing tools for ecommerce FAQ

What are the best A/B testing tools for ecommerce?

The best A/B testing tools for ecommerce are Intelligems for Shopify price, shipping and offer tests, Shoplift for theme and template tests, Wingify (VWO and AB Tasty) for full CRO programs, Convert for flicker-free tests on any platform, and ABConvert for low-cost price testing. Optimizely and Kameleoon suit larger retailers, and GrowthBook suits headless stores with developers.

Is there a free A/B testing tool for ecommerce?

Yes, GrowthBook has a free cloud Starter plan for up to three users and a free self-hosted version, but it needs developers and suits headless or custom stores. Shopify apps such as Intelligems, Shoplift and ABConvert have no free plan, but each offers a 14-day free trial, which is enough to run a first test.

How much do A/B testing tools for ecommerce cost?

Shopify A/B testing apps cost about $69 to $299 a month: Intelligems starts at $69, Shoplift at $99 ($74 annual) and ABConvert at $99. Convert starts at $399 a month or $299 billed annually, and Kameleoon's PBX Starter from $495. Optimizely and Wingify use custom annual contracts priced by traffic.

Intelligems vs Shoplift: which is better?

Intelligems is better for price, shipping, discount and checkout tests and reports results on profit. Shoplift is better for theme and template tests, since you build variations in the Shopify theme editor, and its Advanced plan adds price and subscription testing. Many brands start with the one that matches their first big question.

What happened to VWO and AB Tasty?

VWO and AB Tasty announced a merger in January 2026 and relaunched together as Wingify on September 16, 2026. Both vwo.com and abtasty.com now redirect to wingify.com. Wingify sells experimentation, personalization, behavior analytics, feature management and commerce products, with a 30-day free trial and custom pricing.

What replaced Google Optimize for ecommerce?

Google shut down Google Optimize in September 2023 and did not launch a direct replacement. Shopify stores mostly moved to apps like Intelligems, Shoplift and ABConvert, while larger stores use Convert, Wingify, Optimizely or Kameleoon. GrowthBook is the closest free option, but it suits developer-led teams.

Can you A/B test prices on Shopify?

Yes. Intelligems, ABConvert (Growth plan and up) and Shoplift (Advanced plan and up) can A/B test product prices on Shopify. Intelligems also tests subscription and multi-currency prices, and Shoplift tests subscription prices through Recharge. Make sure the tool shows the same price consistently through cart and checkout.

How do I choose an A/B testing tool for my store?

Start with your platform: Shopify stores should shortlist Shopify apps, while headless or multi-platform stores need Convert, Kameleoon, Optimizely or GrowthBook. Then pick the tool whose plan covers your first big test, such as price or shipping, at your order volume, and run that test during the free trial.

About the reviewer

Editor & Reviewer, MakeSuccessOnline

William Harrison is an editor and reviewer at MakeSuccessOnline. He reviews each tools ranking before it goes live, checking plans, prices, free tiers and features against the tool's own documentation, and keeps rankings current as tools change.

More from William How we review tools

Related rankings