ABSee / Reports / Experimentation platform market share
ReportExperimentation platform market share. What ecommerce brands actually run.
Optimizely is the most common experimentation tool among ecommerce brands in the ABSee record, on 23% of brands with a detected tool. The top five, in order: Optimizely, AB Tasty, VWO, Dynamic Yield and Monetate.
Updated October 2026 · Source: ABSee record · Methodology →
| Rank | Tool | Category | Share | Band |
|---|---|---|---|---|
| 01 | Optimizely | Experimentation platform | 23% | very common |
| 02 | AB Tasty | Experimentation platform | 15% | very common |
| 03 | VWO | Experimentation platform | 13% | common |
| 04 | Dynamic Yield | Personalisation suite | 11% | common |
| 05 | Monetate | Personalisation suite | 8% | common |
| 06 | Adobe Target | Experimentation platform | 8% | common |
| 07 | Convert | Experimentation platform | 7% | common |
| 08 | Kameleoon | Experimentation platform | 7% | common |
| 09 | Intelligems | Shopify app | 3% | occasional |
| 10 | GrowthBook | Product experimentation | 2% | occasional |
| 11 | Salesforce Personalization | Personalisation suite | 1% | occasional |
Under 1%: Amplitude Experiment, Bloomreach Engagement, Builder.io, DevCycle, Eppo, Evolv AI, Firebase Remote Config, Flagsmith, Intellimize (Webflow Optimize), LaunchDarkly, Omniconvert, PersonifyXP, Ptengine, Qubit, Shoplift, SiteSpect and Statsig.
Legacy: Google Optimize still turns up on some sites. Google shut Optimize down in September 2023, so this is leftover code, not active use, and it is left out of the ranking.
How to read this
- Share is the percentage of brands with at least one detected testing or personalisation tool that run this one, rounded to a whole number. A brand can run more than one, so shares can add up to more than 100.
- Bands group the shares: very common (15% or more), common (5 to 14%), occasional (1 to 4%) and rare (under 1%).
- 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.
The top of the market
Optimizely has a clear lead, on 23% of brands with a detected tool. AB Tasty follows on 15%, then VWO on 13%.
Of the top five, three are experimentation platforms and two are personalisation suites. From sixth place down, no tool is on more than 8% of brands. Another 17 tools appear on under 1%.
A high share is a sign of what teams like yours have already chosen, not a verdict on which tool is best. The right tool depends on who runs your tests, where your site is built and how much traffic you have.
Platforms, suites, product tools and Shopify apps
"Experimentation platform" covers tools built for quite different jobs. The ranking mixes them because a brand picks one of them to run its tests, but they are not substitutes for each other in every case.
Experimentation platforms
Built for marketing and CRO teams to run A/B and multivariate tests on the website, usually with a visual editor and a script in the page. Ranked here: Optimizely (23%), AB Tasty (15%), VWO (13%), Adobe Target (8%), Convert (7%) and Kameleoon (7%). Under 1%: Evolv AI, Omniconvert and SiteSpect.
Personalisation suites
Built to show different content to different audiences. Testing is one feature among targeting, recommendations and merchandising, and these suites are usually bought for the whole set. Ranked here: Dynamic Yield (11%), Monetate (8%) and Salesforce Personalization (1%). Under 1%: Bloomreach Engagement, Intellimize (Webflow Optimize), PersonifyXP and Qubit.
Product experimentation tools
Built for product and engineering teams: experiments are defined in code and read through product analytics. Much of their use runs on the server, which the browser cannot see, so their shares here are a floor. Ranked here: GrowthBook (2%). Under 1%: Amplitude Experiment, Eppo and Statsig.
Shopify apps
Installed from the Shopify App Store and built around a Shopify store's own pieces: theme, prices, offers and shipping thresholds. Light to set up, and limited to that platform. Ranked here: Intelligems (3%). Under 1%: Shoplift.
Feature-flag tools
Built to switch features on and off for groups of users. They can run experiments, but most of their use is safe releases, often from the server, so the browser undercounts them too. Under 1%: DevCycle, Firebase Remote Config, Flagsmith and LaunchDarkly.
Fashion and other verticals
Optimizely leads in both fashion and the other verticals. Adobe Target makes the fashion top five but not the other verticals', and Kameleoon the reverse. In other verticals, Dynamic Yield and Kameleoon share fourth place. Fashion is the largest vertical in the record, so it weighs on the overall ranking above.
- Optimizely
- AB Tasty
- Dynamic Yield
- VWO
- Adobe Target
- Optimizely
- VWO
- AB Tasty
- Dynamic Yield
- Kameleoon
How many brands run more than one tool
6% of brands with a detected tool run more than one at the same time. That can be a migration caught midway, a personalisation suite next to a separate testing platform, or two teams with different jobs. The record shows the overlap, not the reason.
What this does not show
- Server-side testing. Experiments decided on the server never reach the browser, so tools used that way are undercounted, and brands that test only on the server are missing.
- The whole market. The sample leans to mid-to-large ecommerce brands, to fashion and to Europe. Small stores and other regions are thinner, so treat the ranking as a picture of that slice.
- How hard a tool is used. A detected tool means the script loads on the site, not that the brand runs many experiments with it.
- Which brand uses what. ABSee does not publish brand-by-tool lists.
How it is measured
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. To build it, ABSee reads what each brand's public pages serve to every visitor. The same visits show which testing and personalisation tools a site loads, and that is the data behind this report. Shares are rounded, and no raw counts are published. Read the full methodology.
When it is refreshed
This report is refreshed quarterly from the same job over the same kind of sample, so one edition can be read against the next. The date at the top is the last refresh.
Questions
Who uses Optimizely?
Among ecommerce brands in the ABSee record, Optimizely runs on 23% of brands with a detected testing or personalisation tool, which ranks it first, the most common tool in the record. Among fashion brands it ranks first. ABSee does not publish which brands run which tool; the record shows what a site loads, not who holds a contract.
Is VWO or Optimizely more common?
Optimizely is more common: it runs on 23% of brands with a detected tool and ranks first, against 13% and third place for VWO. Both are experimentation platforms, so the choice between them usually comes down to team, budget and support.
What replaced Google Optimize?
Google shut Optimize down in September 2023 and pointed its users to third-party testing tools that connect to Google Analytics 4. No single tool replaced it. Among brands in the ABSee record the most common tools are now Optimizely, AB Tasty and VWO. Some sites still carry leftover Optimize code, which is why it is listed here as legacy rather than ranked.
Does this include server-side testing?
Only partly. ABSee sees the tools that load in a visitor's browser. Tests run on the server never reach the browser, so tools used mainly that way, such as product experimentation and feature-flag tools, are undercounted here, and brands that test only on the server do not appear at all.
How often is this report updated?
Quarterly. Each edition comes from the same job over the same kind of sample, so rankings can be compared from one quarter to the next.
Which experimentation tools do fashion brands like mine run, and what have they tested on checkout this year?
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