AB Tasty review
- What it is
- AB Tasty is a Paris-born experimentation and personalization platform for websites and apps, now part of Wingify after its 2026 merger with VWO.
- Best for
- Retail and consumer brands with an optimization team, especially on Shopify, that want visual A/B tests, personalization and feature flags on an enterprise contract.
- Price
- On request
- Free plan or trial
- Free trial
- Founders
- Rémi Aubert and Alix de Sagazan
- Headquarters
- Paris, France (before the merger)
- Merger
- Merger with Wingify (VWO) announced January 20, 2026. The combined business launched as Wingify in September 2026, and abtasty.com now redirects to wingify.com
- Ownership
- Everstone Capital is the largest institutional shareholder of the combined company
- Customers
- More than 1,000 brands before the merger, including L'Oréal and Samsonite
AB Tasty and the Wingify merger
AB Tasty was founded in Paris by Rémi Aubert and Alix de Sagazan and grew into an enterprise testing and personalization platform with more than 1,000 brand customers, including L'Oréal and Samsonite. On January 20, 2026, it announced a merger with Wingify, the company behind VWO, backed by Everstone Capital. The combined business launched as Wingify in September 2026, and abtasty.com now redirects to wingify.com. Wingify's site still has a separate AB Tasty login, and Wingify said existing contracts, pricing and support stay the same while the products come together over time.
Building tests
AB Tasty's web experimentation runs through a tag on your site. You build variations in a visual editor, which can also edit shadow DOM elements and iframes, or with custom code and ready-made widgets. Evi Content, the editor's AI, takes a plain-language request, such as changing a button's color and size, and writes the change for you to preview before you accept it. Evi Ideas takes a screenshot or GIF of a page and suggests test ideas and hypotheses based on CRO practice, then fills in the campaign form for the one you pick.
Stats
AB Tasty's main framework is Bayesian. For conversion metrics, reports show a chance to win and a confidence interval for the gain. For values like order value and revenue, it uses a Mann-Whitney U test, which copes well with unusually large orders but only tells you whether the value went up or down, with no confidence interval. A frequentist mode and sequential testing alerts are also available, and Evi Analysis helps you read campaign reports.
Revenue and Shopify
On Shopify, the AB Tasty app pulls transactions natively, so there's no transaction tag to install. It reports transaction rate, average basket, items per transaction and more, and it creates 10+ standard Shopify events you can use as goals. It can't test the checkout pages themselves. On other platforms you add a transaction tag to the confirmation page, or build a tracker from your dataLayer in Google Tag Manager, Tealium or Commanders Act.
Server-side and more
Feature Experimentation and Rollout covers feature flags, server-side A/B tests and progressive rollouts. It has SDKs for Android, iOS, JavaScript and Node.js, React, React Native, Python, Go, Java, PHP, Flutter and .NET, plus a Decision API for any other language. AB Tasty also sells recommendations and merchandising for retailers, with catalog connections to Shopify, Magento, PrestaShop and Salesforce Commerce Cloud.
Who it suits
AB Tasty suits retail and consumer brands with an optimization team that wants testing and personalization in one place, and the budget for an enterprise contract. It suits small teams less well. There's no public price, and someone still has to choose tests, build them and interpret revenue results that come without a confidence interval.
Pros and cons
What AB Tasty does well
- The Shopify app pulls transactions natively, with no transaction tag, and reports transaction rate, average basket and items per transaction.
- Evi Content edits variations from plain-language prompts in the visual editor, and Evi Ideas suggests tests from a page screenshot.
- Bayesian chance to win and confidence intervals on conversion metrics, plus a frequentist mode and sequential testing alerts.
- Feature Experimentation and Rollout covers server-side tests and feature flags, with SDKs for 11 platforms and a Decision API.
- Recommendations, merchandising and personalization from the same vendor.
Where it falls short
- No published prices. New quotes now come through Wingify.
- Order value and revenue are tested with a Mann-Whitney U test, which says whether the value went up or down but gives no confidence interval.
- Outside Shopify, revenue needs a transaction tag on the confirmation page or a dataLayer setup.
- The Shopify app can't run tests on checkout pages; it only tracks checkout events.
- The product will change as Wingify combines the AB Tasty and VWO platforms.
Questions people ask
Is AB Tasty still available?+
Yes. AB Tasty merged with VWO's parent company in 2026, and the combined business now trades as Wingify. abtasty.com redirects to wingify.com, there's still an AB Tasty login, and Wingify said existing contracts and pricing stay the same.
How much does AB Tasty cost?+
There are no published prices. abtasty.com/pricing redirects to Wingify's pricing page, which quotes custom prices based on monthly active users, products and implementation scope.
Does AB Tasty track Shopify revenue?+
Yes. The AB Tasty Shopify app pulls transactions natively, so you don't need a transaction tag, and reports average basket and transaction rate. On other platforms you add a transaction tag or use your dataLayer.
What statistics does AB Tasty use?+
Bayesian for conversion metrics, with a chance to win and confidence intervals. Order value and revenue use a Mann-Whitney U test, which shows direction but no confidence interval. A frequentist mode is also available.
Does AB Tasty use AI?+
Yes. Evi Content edits variations from prompts in the visual editor, Evi Ideas suggests tests from a screenshot, and Evi Analysis helps read reports.
Sources
Checked on 28 September 2026 from AB Tasty's own pages. Prices and features change; check AB Tasty's site before you buy.
- wingify.com/pricing/
- wingify.com/free-trial/
- wingify.com/blog/vwo-and-ab-tasty-join-forces/
- wingify.com/news/vwo-and-ab-tasty-unite-as-wingify/
- prnewswire.com/in/news-releases/ab-tasty-and-vwo-unite-under-wingify-launching-a-unified-platform-new-brand-identity-and-a-website-302878783.html
- techcrunch.com/2026/01/20/everstone-combines-wingify-and-ab-tasty-for-100m-digital-experience-optimization-platform/
- docs.abtasty.com/account/tag-integration/implement-ab-tasty-tag/ab-tasty-integration-with-shopify/understanding-shopify-app-features.md
- docs.abtasty.com/account/how-to-implement-the-transaction-tag.md
- docs.abtasty.com/reporting-and-performances/reporting/understand-the-statistics-behind-your-reports/statistics-for-the-reporting
- docs.abtasty.com/web-experimentation-and-personalization/editors-and-widget/visual-editor/using-the-editor-copilot.md
- docs.abtasty.com/web-experimentation-and-personalization/campaign-creation-and-dashboard/how-to-create-a-campaign/experimentations/ideas-copilot.md
- docs.abtasty.com/server-side/readme.md
- docs.abtasty.com/sitemap.md
- convert.com/pricing/
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