Shopify A/B Testing Tools 2026: What Each Adds Over Free

WRITTEN BY

Gary Culaev, Founder and CEO, Weblics Consulting

Shopify A/B Testing Tools in 2026: What Each One Adds Over the Free One

The truth about "best A/B testing tool" lists: several of the top results are written by companies that sell one of the tools, and each of those puts its own product first. This one starts with the tool nobody is selling, Shopify's own, and judges every paid option by what it adds on top.

Search for the best A/B testing tool for Shopify and open three of the lists near the top.

Three top-ranking lists of Shopify A/B testing tools, each published by a vendor that ranks its own product first

The three lists, checked October 10, 2026: Convert, Intelligems and Varify.
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Convert's version adds that "the content in this blog is unbiased."
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It's the barber question. You won't often hear a barber tell you you're fine for another month.
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None of the three lists includes the option that costs nothing.
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Every price below links to the vendor's own page and was checked on October 10, 2026. Prices change, so check the link before you commit.

In this guide

Why most A/B testing tool lists don't help you choose
The free baseline: Shopify Rollouts
Intelligems
Shoplift
ABConvert
Varify.io
Convert and VWO
Optimizely
When you don't need a testing tool yet
FAQ

Why Most A/B Testing Tool Lists Don't Help You Choose

Most lists rank tools by features, but the question that decides your tool is what your first test needs, and Shopify now answers part of it for free.
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A feature list tells you what a tool could do across a thousand stores. Your store will run one test first. If that test is a new product page layout, you need one thing. If it's a price, you need something else entirely, because a lower price can win on conversion rate and still lose you money.
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So this comparison works the other way round. It starts from the free tool and gives every paid one a single line: what it adds over free, and what that costs.

Eight Shopify A/B testing tools: how each runs, its starting price on October 10, 2026, and what it adds over Rollouts

Price per month on the lowest paid plan, from each vendor's own page, checked October 10, 2026. Intelligems and Shoplift also scale with your store's own volume, so their figures are a floor. Varify bills in euros. Optimizely's figure is Vendr's median across 126 purchases of all Optimizely products.
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The stores that get the most out of testing name their first test before they pick the tool. The rest buy the tool and then go looking for something to test in it.

The Free Baseline: Shopify Rollouts

Shopify Rollouts lets stores on the Grow plan or higher A/B test a new theme or a new checkout configuration against the live one, at no extra cost.
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Shopify added A/B testing to Rollouts on June 5, 2026. You'll find it under Markets, then Rollouts, in your admin. A rollout can be a launch, a timed event that rolls itself back, a gradual release to a share of visitors, or an experiment between two themes or two checkout setups. Shopify's help center says rollouts themselves are available on Basic and up, and experiments on Grow and up.
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If your first test is a redesigned theme or a checkout setup, and you're on Grow or above, Rollouts may be all you need. That's a real change from a year ago, when every A/B test on Shopify meant a paid app.
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Here's what it doesn't do. According to Shopify's help center, theme experiments report conversion rate, bounce rate, reached-checkout rate and add-to-cart rate, and checkout experiments report checkout conversion rate. "You can't customize the available metrics for your rollout." Revenue per visitor and average order value aren't on the list for experiments, and the analytics page doesn't mention statistical significance.
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A variant can raise conversion rate by nudging shoppers toward cheaper products and still bring in less money per visitor. Rollouts would show you the first number and not the second.
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Shopify's requirements page adds three more limits: no Liquid template changes inside a rollout, no vintage themes, and online store checkouts only.
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So pay for a tool the day your first test needs revenue per visitor, a price, or a change Rollouts can't carry, like a Liquid template edit. Until then, the free one is a fair place to start.

Intelligems

Intelligems is a Shopify app built around revenue and profit per visitor, with price, shipping and discount tests read on both.
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On the Shopify App Store, it's rated 4.8 from 198 reviews. It covers prices, content, shipping, checkout and post-purchase tests. The listing prices Smart Content at $69 a month, Smart Merchandise and Smart Shipping at $112.10 each and Unlimited at $349, with a 14-day trial on the three Smart plans.
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Read those as floor prices. The listing also says pricing scales with sitewide order volume, and the numbers above are the smallest tier, which is where this tool is most often misquoted. Intelligems' own pricing page is the one to budget from. It puts the all-in Unlimited plan at $1,279 a month against a $2,894 list price, on a three-month minimum and with no free trial, covering volumes up to 200,000 orders a month. The modular Build Your Own plan starts at $69 a month up to 10,000 orders, with 5% off two modules, 10% off three, 15% off four or more, and another 20% off for annual billing. Price testing modules carry the same three-month minimum.
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Over free: profit per visitor, and price, shipping and discount tests read on it. Smart Content from $69 a month at the smallest order volume, Smart Merchandise or Smart Shipping from $112.10, and everything including price tests on Unlimited, which the vendor's page prices at $1,279 a month on a three-month commitment. All of it rises as your orders grow.
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Skip it if your first test is a theme change and you're on Grow or higher, because Rollouts runs that for nothing. Or if you want a bill that stays put while your orders grow: this is the one tool here priced on every order the store takes, not only the orders inside your tests.
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With clients, this is where we run most tests. Nearly everything we test has to be read on revenue or profit per visitor, and the price and shipping tests need a tool that reports both. That's a fit for our kind of test, not a verdict on the others.

Shoplift

Shoplift is a Shopify app for template, theme and URL tests, with a Bayesian readout and one-click publishing of the winner.
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Its App Store listing shows 4.9 from 133 reviews. Three plans, each with two prices: Core at $99 a month or $74 a month billed annually, Advanced at $399 or $299 annually, and Pro at $999 or $699 annually. Core covers template, theme and URL tests, Bayesian predictive analysis, a mobile and desktop split and one-click Apply Winner. Advanced adds price testing, deeper audience segments, a GA4 integration and subscription testing. Pro adds a success manager, strategy sessions and a testing roadmap. Every plan has a 14-day trial.
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Shoplift's own pricing page shows the same annual figures and adds the part the listing leaves out: your tier is set by total monthly store visitors, not tested visitors, from 50,000 up to unlimited. Go over the tier and your tests pause until you upgrade or the cycle resets.
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Over free: a readout that estimates the chance each version is better, a mobile and desktop split, and URL tests. From $99 a month, or $74 billed annually, with price tests on Advanced at $399 a month, or $299 annually.
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Skip it if your first test is a price and $399 a month, or $299 billed annually, is more than your testing budget. ABConvert runs price tests from $199, and Varify describes price testing on its Shopify page, where the only plans are the flat €199 and €249.

ABConvert

ABConvert is a Shopify app that covers most test types on flat plans metered by the orders that pass through a test, rather than by your whole store's volume.
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Its App Store listing shows 4.6 from 84 reviews and the Built for Shopify badge. Starter, at $99 a month, covers template, theme, URL redirect, shipping, checkout and offer tests with 1,000 test orders included. Growth, at $199, adds price tests and 5,000 test orders. Scale, at $399, adds multi-market price tests. Pro is $599. There's a 14-day trial, and every plan charges extra once you pass its included test orders.
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Over free: shipping, checkout and URL tests from $99 a month, and price tests from $199, on a bill that grows with the orders in your tests rather than with all your orders.
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Skip it if you need profit per visitor with your cost of goods included. ABConvert reports revenue, not profit, so a price test that wins on revenue can still lose on margin. Check the math yourself or use a tool that does it.

Varify.io

Varify.io is a German testing platform that charges a flat monthly fee with no traffic limit, and it runs as a script on your storefront rather than as a Shopify app.
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Varify's Shopify page describes theme and template tests, price testing, and sales and conversion data pulled from Shopify. Its pricing page lists Growth at €199 a month and Pro at €249, both with unlimited traffic and experiments, monthly billing, no annual lock-in and a 15-day trial. It's made and hosted in Germany, which may matter to EU stores with strict privacy requirements. The company says its snippet weighs 11.5 KB cached.
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Over free: a visual and code editor that can change almost anything on the page, at a price that doesn't grow with your traffic. €199 a month.
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Skip it if nobody on your team can check code-edited variants on real phones. An editor that can change almost anything can also break almost anything, and a variant that breaks on one phone tests the bug instead of your idea.

Convert and VWO

Convert and VWO are full experimentation platforms that run as a script on your storefront, built for teams that test all the time.
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Convert's pricing page lists Growth at $399 a month, or $299 a month billed yearly, and Pro at $599, or $420 billed yearly. Both include 100,000 tested users a month, and both include Shopify price testing. Growth includes heatmaps, split URL tests, a QA wizard and sample ratio mismatch checks. Pro adds multivariate and multi-page tests. Go over your tested users on Growth and the overage is $399 per 100,000, which you can switch off. There's a 15-day trial.
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VWO is in the middle of a change. On September 16, 2026, VWO and AB Tasty united under one brand, Wingify, and vwo.com's pricing page now sends you to wingify.com/pricing. It lists Growth, Pro and Enterprise tiers without prices. Pro adds guardrails, sample ratio mismatch detection, multivariate and cross-domain testing. You'll get a price from their sales team.
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Over free: everything a dedicated testing team expects, including checks that catch a broken split before you trust the result. From $399 a month on Convert, or $299 billed yearly. Wingify doesn't publish a number.
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Skip it if you run one Shopify store with one person on testing. You'll pay for projects, domains and goals you won't fill.

Optimizely

Optimizely is an enterprise platform with no published prices, and it only starts to make sense when many teams test across many sites.
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Its pricing page says "every Optimizely plan is individually packaged." For a sense of scale, Vendr, which tracks software purchases, puts the median Optimizely contract at $81,447 a year across 126 purchases, with a range from about $26,000 to $261,000. That figure covers all Optimizely products, not only experimentation.
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Put it next to the top of this list. Rollouts costs $0 for a theme test. The median Optimizely contract costs about $6,800 a month. For a single Shopify store, both can answer the question "did the new product page win."

Each step is one rank up the ladder, not a distance to scale. Optimizely's figure is Vendr's median contract of $81,447 a year, divided by 12.
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Over free: experimentation for large organizations with many sites, apps and teams.
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Skip it if you run one Shopify store. Everything above covers what a single store needs, for a fraction of the price.

When You Don't Need a Testing Tool Yet

Below roughly 50,000 monthly sessions, most real winners are too small for any test to confirm, so the free tool and the $81,000 one will both mostly tell you "not sure."
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At a 2% conversion rate, a four-week test on 50,000 monthly sessions can confirm lifts of about 18% and up, and at 20,000 sessions, about 28%. In Analytics-Toolkit's analysis of 1,001 A/B tests, the median winning lift was 7.5%. No tool changes that math, including the free one. The full numbers are in when to start CRO, and do you need a CRO agency yet? covers what to do with the budget instead.
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Above that line, the tool is one line of the bill. Design, build, QA and analysis cost more, as our breakdown of what one A/B test costs shows. If you'd rather choose by type of test, our guide to A/B testing platforms by scenario maps each one to a tool.
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Now fast forward a year. One store is still comparing plans, with five tabs open and a free trial about to run out. Another ran its first test in Rollouts in October, found out by December that it needed revenue per visitor, and paid for the one tool that could show it. By September, it has a year of answers.
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The difference between them was never the tool. It was knowing the first test. Our product page optimization checklist is the list we start from at Weblics when a store needs one.
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The best testing tool isn't the one at the top of someone's list. It's the one that can run your first test.