You no longer always need an app to A/B test on Shopify: with the Winter '26 Edition, Shopify introduced a built-in testing feature called Rollouts, and in June 2026 it expanded it to cover entire themes, checkout and customer account settings. Rollouts is a good starting point for testing changes such as theme layout, sections and content. For needs such as price testing, advanced audience targeting or profit-based reporting, third-party apps such as Shoplift, Intelligems or ABConvert are still the stronger options.
In this article we explain how to A/B test on Shopify, what Rollouts can and can't do, and which app suits which situation.
What is A/B testing and why does it matter?
A/B testing means showing two different versions of a page or element to randomly split groups of visitors and measuring which performs better. For example, you can compare two versions of a headline, image or button on a product page.
The value of A/B testing is that it bases decisions on data rather than guesswork. A design the store owner finds "better" may not have the same effect on customers. We explain the overall framework for conversion optimisation in our conversion rate article.
Shopify Rollouts: built-in A/B testing
You can reach Rollouts in your Shopify admin under Markets → Rollouts or from the Themes page.
What can you do?
Test changes made in the theme editor (sections, content, layout)
Test two different themes against each other
Test checkout and customer account settings
Publish changes on a specific date or roll them out gradually
Limitations:
Scheduling and gradual rollout are available on the Basic plan, while A/B tests (experiments) require the Grow plan or higher.
Testing individual product prices isn't possible. From October 2026 you can compare catalogues with different prices, but that isn't the same as testing a single product's price.
Reported metrics are limited and can't be customised; there's no advanced audience targeting.
Code changes to Liquid templates and headless stores aren't supported.
We recommend checking Shopify's current plan requirements and limitations on the Rollouts help page; the feature is evolving quickly.
Third-party A/B testing apps
App | Key feature | Best for |
|---|---|---|
Shoplift | Integrated with the theme editor, template-based tests | Those who want to set up design and content tests quickly |
Intelligems | Price, shipping and offer tests, profit-focused reporting | Those who want to run pricing and profitability tests |
ABConvert | Price, shipping and theme tests | Those who want different test types in one app |
Optimizely, VWO | Enterprise-level experimentation platforms | High-traffic brands with advanced testing needs |
As app prices and features change often, check the latest information in the Shopify App Store.
Which should you choose?
Theme and content tests: if you're on Grow or higher, start with Rollouts.
Price, shipping and offer tests: choose apps that specialise in this, such as Intelligems or ABConvert.
Advanced segmentation and multi-page tests: you need third-party apps or enterprise experimentation platforms.
Things to watch in A/B testing
Test one variable at a time. If you change the headline, image and price at once, you won't know which one made the difference.
Decide the target metric in advance. Add-to-cart rate, conversion rate or revenue per order? Decide before starting the test.
Wait for enough traffic and time. In low-traffic stores, tests can take weeks to produce meaningful results. Covering at least one full weekly cycle balances weekday and weekend differences.
Be careful during campaign periods. Visitor behaviour changes during periods such as Black Friday, so test results can be misleading.
Apply and document the winner. Recording test results stops you testing the same hypothesis again later.
Frequently asked questions
Can you A/B test on Shopify for free?
Yes. Rollouts lets you run A/B tests at no extra cost on Grow and higher plans. Third-party apps usually charge a monthly fee.
Does A/B testing affect SEO?
Not when set up correctly. Tests should be short-term and the winning version applied permanently. Avoid practices such as showing different content to search engines and users (cloaking).
Is A/B testing worth it for a low-traffic store?
Measuring small differences is hard with low traffic. In that case it makes more sense to test changes expected to have a big impact (product page structure, price display) and to run tests for longer.
Let's set up your testing process together
Regular A/B testing is the most reliable way to increase your conversion rate with data rather than guesswork. If you'd like to create a testing plan for your store, get in touch through our e-commerce consulting page.
