The best A/B testing tool for most ecommerce stores is a Shopify-native app like Intelligems or Shoplift if you want to test prices, shipping or themes, and Convert or VWO if you need a general visual editor that works on any site. Enterprise teams with big traffic usually end up on Optimizely, AB Tasty or Kameleoon. If you have no budget yet, Shopify's own Rollouts feature can now run a basic theme test for free on the right plan.
Below, we compare the main options on price, Shopify fit, stats and flicker. We also show real tests from our database that were run on these kinds of tools, so you can see what each type of test can find.
Tools mentioned here
You only need one A/B testing tool to copy this result. Here's where we'd start.
Also works well
Some of these are affiliate links. We only list tools practitioners actually use to run tests like these.
How we compared the tools: price, Shopify fit, stats and flicker
We have not run these tools ourselves. This comparison is based on each vendor's own pricing pages and docs, checked in November 2026, plus what public reviews say. We looked at four things.
- Price: the published monthly cost and what it is tied to (visitors, orders or a quote).
- Shopify fit: whether the tool can test themes, prices and shipping rates, not just page content.
- Stats: how results are reported (Bayesian or frequentist) and whether there are guardrails such as sample ratio checks.
- Flicker: whether visitors briefly see the original page before the variant loads. Flicker can bias a test and slow the page.
Speed matters more than most people think. Oliver Kenyon saw +9.9% conversion rate just by rebuilding a landing page natively in Shopify instead of in a page builder. A testing script that adds load time works against you in the same way.
| Tool | Starting price (as of November 2026) | Shopify price and shipping tests | Best for |
|---|---|---|---|
| Convert | $299/mo billed annually (100K tested users) | Yes, on Pro and Enterprise | Any platform, agencies, privacy-minded teams |
| VWO (Wingify) | Not listed publicly; 30-day free trial | Not stated on the vendor site | Teams that want testing and heatmaps in one tool |
| Intelligems | From $69/mo (Build Your Own) | Yes (Smart Pricing, Smart Shipping modules) | Shopify stores testing prices, offers and shipping |
| Shoplift | $74/mo billed annually (50K visitors) | Price testing on Advanced and up | Shopify stores testing themes and templates |
| Optimizely / AB Tasty / Kameleoon | Quote-based; Kameleoon Starter from $495/mo | Varies | High-traffic brands with a dedicated team |
| Shopify Rollouts | Included on the Grow plan or higher | Theme, checkout, catalog and discount changes | Simple theme-vs-theme tests |
Whatever you pick, check your traffic first with our sample size calculator. A tool can't fix a test that has too few visitors to reach a result.
Convert
Convert is a general-purpose testing tool that works on Shopify and any other site. Per Convert's pricing page, as of November 2026 the Growth plan is $399/month, or $299/month billed annually, for 100K tested users a month. Pro is $599/month, or $420/month billed annually, and there's a 15-day free trial with no credit card.
All plans include Shopify theme testing, heatmaps and sample ratio mismatch (SRM) checks. Shopify price and shipping testing is only on Pro and Enterprise. Convert says its SmartInsert feature prevents flicker out of the box, though that's the vendor's claim, not something we measured.
Downsides: it costs a lot more than Shopify-only apps at small traffic levels, and multivariate and multi-page tests need the Pro plan. Not for: a small Shopify store that only wants to test one theme against another. Read our full Convert review.
VWO
VWO bundles A/B testing with heatmaps, session recordings, funnels and surveys. In January 2026, VWO's parent company Wingify agreed to merge with AB Tasty. The CEO said customer experience would stay unchanged "in the near term." vwo.com now redirects to wingify.com, which offers a 30-day free trial with no credit card.
Wingify's pricing page lists Growth, Pro and Enterprise plans but shows no prices, so you'll need to sign up or book a demo to get a number.
Downsides: no public pricing, and the product roadmap may change as the two companies combine. Not for: stores that mainly want to test prices and shipping rates, where a Shopify-native app is a simpler fit. See our VWO review.
Intelligems
Intelligems is built for Shopify and is strongest at tests that change what a shopper pays: prices, discounts, gifts, shipping rates and free shipping thresholds. As of November 2026, Intelligems' pricing page shows a Build Your Own plan from $69/month at the lowest order tier, and an Unlimited plan at $1,279/month with a 3-month minimum. Pricing scales with your monthly order volume.
This is where the big money tests sit. Josh Thompson ran a new page design against the existing page in Intelligems and saw +137% CVR, an estimated +$51,423/month. Dave Diederen tested shipping price levels and found a $9.49 shipping fee beat the control by +43.81% RPV. That kind of result needs a tool that can change the actual checkout price, not just the text on the page.
Want results like this on your store?
Josh Thompson. Josh does CRO for 7- and 8-figure ecommerce brands.
Downsides: the 14-day trial covers every module except Smart Pricing, so you can't trial price tests for free, and the Unlimited plan is a real commitment. Not for: stores that aren't on Shopify. For a head-to-head, see Intelligems vs Shoplift.
Shoplift
Shoplift is also Shopify-native, with a focus on testing themes, templates and pages. As of November 2026, Shoplift's pricing page lists Core at $99/month ($74/month billed annually) for up to 50K monthly visitors, Advanced at $299/month for 100K, and Pro at $699/month (annual only) for 250K. All plans include a 14-day free trial and use Bayesian analysis.
Theme tests are where Shoplift fits best. Kasper Dolk tested a new theme with a BOGO offer against the old theme and saw +44.54% conversion rate, with a 99.7% probability to beat the old theme. Whole-theme tests like that are hard to set up in a tool that only edits page elements.
Want results like this on your store?
Kasper Dolk at Maison Commerce. Kasper runs Maison Commerce, which builds CRO programs, landing pages and themes for fast-growing ecommerce brands such as ICON and HiStrips.
Downsides: price testing, GA4 integration and the JS API start on the $299 Advanced plan, and visitor caps are low for growing stores. Not for: non-Shopify sites, or teams that mainly want price and shipping tests on a small budget.
AB Tasty, Optimizely and Kameleoon (enterprise)
These three are built for large brands with a dedicated testing team, developer support and high traffic. Expect annual contracts and sales calls.
- Optimizely: quote only. The page says "every Optimizely plan is individually packaged."
- AB Tasty: now part of Wingify with VWO. abtasty.com/pricing redirects to Wingify's pricing page, which shows no prices.
- Kameleoon: the one with a published entry price. Kameleoon's plans page lists PBX Starter from $495/month for up to 10 experiments and 50,000 tested visitors a month, and a custom Enterprise plan. On Starter, experiments stop when you hit 100% of your quota.
Not for: most stores under a few hundred thousand monthly visitors. You'd pay for features and support you won't use. If you're already on one and want out, see our AB Tasty alternatives.
Free A/B testing tools
Google Optimize used to be the default free tool, but Google shut it down on September 30, 2023. Our Google Optimize alternatives page covers replacements. Today, the realistic free options are:
- Shopify Rollouts: Shopify's built-in Experiments let you test two versions of a theme, checkout and accounts setup, product catalog or discounts. The default is a 50/50 split with a 90-day end date. Per Shopify's help center, your store must be on the Grow plan or higher.
- GrowthBook: GrowthBook's free Cloud Starter plan allows up to 3 users with unlimited experiments and traffic, and there's a self-hosted open-source version. The visual editor is only on Pro ($40/seat/month as of November 2026), so free use means a developer writes the variants.
Free tools still cost you something: setup time, fewer stats safeguards and fewer test types. For a store that sees under a few thousand orders a month, read our Shopify A/B testing apps guide before choosing.
Pick by situation
The right tool depends on what you want to test. A tool also isn't a substitute for testing itself: plenty of "obvious" changes lose. Milos changed a 2-pack offer to "Buy 2 Get 1 Free" at the same price and saw -52.38% RPV, a loss of $104,679/month. Elevate's test of a 30% price cut doubled conversion rate, which says nothing yet about profit.
- You want to test prices, offers or shipping on Shopify: Intelligems, or Shoplift Advanced. Dave Diederen's test of flat $2, $5 and $7 shipping fees found +$59,894/month with the $5 fee, a result only a checkout-level tool can produce.
- You want to test themes and templates on Shopify: Shoplift, or Shopify Rollouts if you're on Grow or higher and on a budget.
- You're not on Shopify, or you run tests for several clients: Convert.
- You want heatmaps, recordings and testing in one bill: VWO, once you've seen a quote.
- You have high traffic, a testing team and an annual budget: Optimizely, AB Tasty or Kameleoon.
- You have low traffic: test bigger changes, not button colors, and judge results on revenue or profit per visitor.
Still unsure what to test first? Browse all 285 tests in our database by page type and element.
Questions
What is the best A/B testing tool for Shopify?
For price, offer and shipping tests, Intelligems is built for Shopify and can change what shoppers actually pay. For theme and template tests, Shoplift is a common pick, and Shopify Rollouts can run basic theme tests for free on the Grow plan or higher.
Are there free A/B testing tools?
Yes. Shopify Rollouts includes Experiments for stores on the Grow plan or higher, and GrowthBook has a free Cloud Starter plan for up to 3 users plus a self-hosted open-source version. GrowthBook's visual editor is a paid feature, so free use needs a developer.
How much does A/B testing software cost?
As of November 2026, Shopify apps start low: Intelligems from $69/month and Shoplift from $74/month billed annually. Convert starts at $299/month billed annually. VWO, AB Tasty and Optimizely don't publish prices, and Kameleoon's Starter plan begins at $495/month.
What happened to Google Optimize?
Google shut down Optimize and Optimize 360 on September 30, 2023. Most stores replaced it with a paid tool such as Convert or VWO, a Shopify app, or a free option like GrowthBook.
What is A/B test flicker?
Flicker is when a visitor briefly sees the original page before the test variant loads. It can bias results and slow the page, so check how a tool handles it, especially if it edits pages with client-side JavaScript.
Sources
- www.convert.com/pricing/
- wingify.com/pricing/
- wingify.com/
- techcrunch.com/2026/01/20/everstone-combines-wingify-ab-tasty-for-100m-digital-experience-
- www.intelligems.io/pricing
- www.shoplift.ai/pricing
- www.optimizely.com/pricing/
- kameleoon.com/plans
- support.google.com/analytics/answer/12979939?hl=en
- help.shopify.com/en/manual/markets/rollouts/rollout-types
- www.growthbook.io/pricing