For most Shopify stores, the best A/B testing app is Intelligems if you want to test prices, shipping and offers, and Shoplift if you mainly test themes and page layouts. If you are on Shopify's Grow plan or higher and only need simple theme tests, start with Shopify's free, built-in Rollouts first. Convert suits teams that also test outside Shopify, and ABConvert is a cheaper all-in-one option.
Below we compare each app using vendor pricing pages, Shopify's docs and public app store reviews. We have not used these tools ourselves. We also point to real tests from our database that show which kinds of tests each app can actually run.
| App | Starting price (as of November 2026) | Best for | Price testing | Not for |
|---|---|---|---|---|
| Shopify Rollouts | Included with Grow plan and up | Simple theme tests | No price or profit metrics | Stores that need revenue per visitor or custom goals |
| Intelligems | $69/month | Price, shipping and offer tests | Yes (paid module) | Tight budgets, content-only testers |
| Shoplift | $99/month | Theme and template tests | Advanced plan ($299/month) | High-traffic stores on a budget |
| Convert | $399/month (monthly billing) | Teams testing Shopify plus other sites | Yes | Small stores, non-technical owners |
| ABConvert | $99/month | All-in-one on a budget | Growth plan ($199/month) | Stores with many orders (order-based fees) |
Shopify Rollouts: the free native option
Shopify launched Rollouts in its Winter '26 Edition. It lives in the admin under Markets and lets you schedule, gradually release or test changes to your theme, checkout and customer accounts, according to Shopify's help center.
Scheduled rollouts work on the Basic plan and up, but experiments (the A/B testing part) need the Grow plan or higher. As of November 2026, Grow costs $105/month billed monthly or $79/month billed annually on Shopify's pricing page.
The trade-off is reporting. Theme experiments report conversion rate, bounce rate, reached-checkout rate and add-to-cart rate, and Shopify's docs say you can't customize those metrics. There is no revenue per visitor or profit metric in that list. Rollouts also doesn't support vintage themes or changes to Liquid templates, as third-party write-ups of the docs note.
Who it's not for: anyone testing prices, shipping fees or bundles, where conversion rate alone can mislead. A cheaper price almost always lifts conversion rate while it can cut profit.
Tools mentioned here
You only need one A/B testing tool to copy this result. Here's where we'd start.
Some of these are affiliate links. We only list tools practitioners actually use to run tests like these.
Intelligems: best for price, shipping and offer tests
Intelligems is built around profit. Its pricing page lists modules for content and themes, merchandising, pricing, shipping, and checkout and post-purchase. As of November 2026, the Build Your Own plan starts at $69/month for up to 10,000 orders a month, with a 14-day free trial that excludes Smart Pricing.
This matters because pricing and shipping tests are where we see some of the largest results in our database. Dave Diederen saw +43.81% revenue per visitor when a $9.49 shipping fee beat the control. In another store, Dave tested flat $2, $5 and $7 shipping fees against free shipping, and the $5 fee added an estimated +$59,894/month in revenue.
Price tests can be just as large. Oliver Kenyon found that lowering the price and removing the free gift ($82 vs $85 + gift) was worth +$43k/month. Josh Thompson ran a new page design against the existing page in Intelligems and saw +137% CVR, an estimated +$51,423/month, so the content side is usable too.
Want results like this on your store?
Dave Diederen at Syntra Labs. Dave builds and tests Shopify stores at Syntra Labs, and shares most results in public.
Downsides: on the Shopify App Store (4.8 stars from 201 reviews), the main complaints are cost and a learning curve in the interface. Price testing needs a paid plan because the team builds an integration for your store.
Who it's not for: stores that only want to test hero images and layouts, and low-order stores that can't reach a result in a reasonable time. Read our full Intelligems review.
Shoplift: best for theme and template tests
Shoplift focuses on testing Shopify themes and templates without code. As of November 2026, the Core plan costs $99/month for up to 50,000 monthly visitors and covers theme, template and URL split tests with Bayesian analysis. The Advanced plan, at $299/month for up to 100,000 visitors, adds price testing, GA4 integration and AI-generated test ideas. Every plan has a 14-day free trial.
Theme tests are a good fit for big redesigns. 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. On a smaller scale, Dave Diederen redesigned a homepage hero and saw +72.15% revenue per visitor.
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: Shoplift has 4.9 stars from 134 reviews on the Shopify App Store. One critical reviewer said visitor-based pricing gets expensive for high-traffic stores, so check the cost against your own traffic first.
Who it's not for: stores that need price tests on the entry plan, or teams that want to test sites beyond Shopify. Compare it head to head in Intelligems vs Shoplift or read our Shoplift review.
Convert: for teams testing more than Shopify
Convert is a general A/B testing platform that works on Shopify and other sites. Its pricing page lists Shopify price testing, shipping testing and theme testing on all plans. As of November 2026, Growth costs $399/month billed monthly ($299/month billed annually) for 100,000 tested users a month, with a 15-day free trial and no credit card needed.
The appeal is flexibility. You get a full experiment platform with custom goals, so you can test checkout copy, landing pages and multi-step changes on the same tool. Oliver Kenyon's test of new listicle landing pages against the homepage (+57% revenue) is the kind of cross-page test a general tool handles well.
Tools mentioned here
You only need one A/B testing tool to copy this result. Here's where we'd start.
Some of these are affiliate links. We only list tools practitioners actually use to run tests like these.
Who it's not for: small stores and owners who want a Shopify-only app that works in a few clicks. The starting price is several times higher than Shopify-native apps. It also asks more of your team, since custom goals and targeting take time to set up well.
ABConvert and others
ABConvert is an all-in-one Shopify app with order-based pricing. As of November 2026, its App Store listing shows Starter at $99/month with 1,000 test orders, covering theme, template, URL, shipping, checkout and offer tests. Price testing starts on Growth at $199/month with 5,000 test orders. It has 4.7 stars from 84 reviews.
The catch is the per-order fee: each extra 1,000 test orders costs $59 on Starter. A store with many low-priced orders may pay more than expected, so estimate your monthly test orders first.
If you build variants in a page builder, note that the builder itself can affect results. Oliver Kenyon rebuilt a landing page natively in Shopify against the same page in a page builder and saw +9.9% conversion rate. For more options, including VWO and enterprise tools, see our A/B testing tools roundup.
Theme vs price vs content tests: which app runs what
Choose the app based on the test you want to run next, not on its feature list.
- Theme and layout tests: Rollouts, Shoplift, ABConvert, Intelligems and Convert can all do these. Rollouts is free if you are already on Grow.
- Price and shipping tests: use Intelligems, Shoplift Advanced, ABConvert Growth or Convert. Judge results on profit or revenue per visitor. Elevate saw a 2x conversion rate after cutting the price by 30%, but a jump like that tells you nothing about margin by itself. Dave Diederen raised the free shipping threshold to $165 and measured +6.27% profit per visitor.
- Content tests: any app works. Expect some losses. Dave Diederen added the price to the Add to Cart button and the control won by 1.98%.
Our price testing guide covers how to set these up,, including why revenue per visitor or profit per visitor beats conversion rate for any test that changes what a customer pays.
Pick by store size
Small stores (under roughly 50,000 visitors a month): start with Rollouts if you are on Grow, or Shoplift Core. Low traffic makes small changes hard to detect, so test bold changes. A new theme, a different shipping fee or a new landing page is more likely to show a clear winner than a button color.
Growing stores with steady orders: Intelligems is the strongest choice once you want to test prices, shipping and bundles, because those tests move profit the most in our data. ABConvert is the cheaper option if your order count is moderate.
Large stores and multi-site teams: Shoplift Pro, Intelligems' higher tiers or Convert. Convert makes sense when you also test non-Shopify sites or need custom goals across the funnel.
Whichever app you pick, the test ideas matter more than the tool. Browse the tests above or read our guide to A/B testing on Shopify before launching your first experiment.
Questions
What is the best A/B testing app for Shopify?
Intelligems is the strongest pick for price, shipping and offer tests, and Shoplift is a strong pick for theme and template tests. If you are on the Grow plan or higher and only need simple theme tests, Shopify's free Rollouts feature is a good place to start.
Does Shopify have built-in A/B testing?
Yes. Shopify Rollouts, launched in the Winter '26 Edition, lets stores on the Grow plan or higher run experiments on theme, checkout and account changes. Its metrics are fixed (conversion, bounce, reached checkout and add-to-cart rates) and can't be customized.
Which Shopify split testing app can test prices?
Intelligems, Shoplift (Advanced plan), ABConvert (Growth plan and up) and Convert all support price testing. Shopify Rollouts doesn't report revenue or profit metrics, so it is a poor fit for price tests.
How much does a Shopify A/B testing app cost?
As of November 2026, Intelligems starts at $69/month, Shoplift and ABConvert at $99/month, and Convert at $399/month billed monthly. Rollouts is included with Shopify's Grow plan and higher.
Is a Shopify A/B testing app worth it for a small store?
Only if you have enough traffic and orders to reach a result. Small stores should test bold changes, such as a new theme or shipping fee, rather than small copy tweaks.
Sources
- help.shopify.com/en/manual/markets/rollouts
- help.shopify.com/en/manual/markets/rollouts/analytics
- www.shopify.com/pricing
- powercommerce.com/blogs/shopify-updates/how-shopify-rollouts-lets-merchants-schedule-a-b-t
- www.charle.co.uk/articles/shopify-rollouts/
- www.intelligems.io/pricing
- apps.shopify.com/intelligems
- www.shoplift.ai/pricing
- apps.shopify.com/shoplift
- www.convert.com/pricing/
- apps.shopify.com/a-b-convert-price-a-b-test