The best A/B testing tools for ecommerce. By what brands actually run.

How to read this

• Rank orders tools by the share of brands with a detected testing or personalisation tool that run each one. The rounded shares are in the market share report.
• "Positioning" is a short fact about each vendor, from how it describes its own product and who owns it. It is not a score.
• The sample is brands in the ABSee record — mostly mid-to-large ecommerce, weighted to fashion and to Europe; only tools that load in the browser are visible, so server-side testing is undercounted.

Disclosure: ABSee is not a testing tool and takes no affiliate fees. ABSee is experimentation intelligence for ecommerce: a record of real experiments run by 1,150+ brands, with the page before, the version tested, and whether it was kept. The same public visits show which testing tools each site loads, which is where this ranking comes from.

The tools, one by one

Every tool that appears on at least 1% of brands with a detected tool, in rank order. Each profile sticks to what the vendor publishes about its own product.

Shopify-native tools

Intelligems and Shoplift are installed from the Shopify App Store and built around a Shopify store's own pieces. Intelligems focuses on prices, shipping thresholds, offers and content; Shoplift on theme templates, page content and prices. Both are built around Shopify. In the ABSee record, Intelligems ranks number 9 (occasional); Shoplift is seen on under 1% of brands with a detected tool.

A Shopify store can also run any of the platforms above. The apps make most sense when the questions you want to test are about the store itself: what to charge, where to set free shipping, which template converts.

Engineering-led tools

GrowthBook, Statsig, Eppo and LaunchDarkly are built for product and engineering teams. Experiments are defined in code and often decided on the server, then read through product analytics or the data warehouse. GrowthBook is open source. Statsig joined Amplitude in May 2026, and Eppo is now Datadog Experiments. LaunchDarkly is built around feature releases, with experiments run on flags.

Because much of their testing happens on the server, the browser sees only part of it, so these tools are undercounted here. In the ABSee record, GrowthBook ranks number 10 (occasional); Statsig, Eppo and LaunchDarkly are seen on under 1% of brands with a detected tool.

After Google Optimize

Google shut Optimize down on 30 September 2023 and pointed its users to third-party testing tools that connect to Google Analytics 4. No single tool took its place: former users spread across the platforms in the table. Leftover Optimize code still turns up on some sites, so it is listed as legacy in the market share report and left out of this ranking.

How to pick

• Who runs the tests. Marketing and CRO teams usually want a visual editor: experimentation platforms. Engineering teams usually want tests in code: the engineering-led tools.
• Where the store is built. On Shopify, a Shopify app fits the store's own pieces. On a custom stack, the platforms and engineering-led tools both fit.
• What you already pay for. If you run Adobe or Salesforce, their testing tools may already be in your contract. If you want personalisation as well as testing, look at the suites.
• How much traffic you have. Each test needs enough visitors per version for a clear answer. Less traffic means fewer tests, so choosing which ideas to test matters more than which tool runs them.

The tool runs the test; it does not tell you which test to run. Before you spend traffic, it helps to know what other brands already tested on the same page, and whether they kept it. The CRO tools guide covers the rest of the stack.

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