AB Tasty review (2026), pros, cons and pricing
- 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.
Outtest vs AB Tasty
AB Tasty is an enterprise experimentation and personalization platform, now part of Wingify after its 2026 merger with VWO. It has a visual editor with AI that edits variations from prompts, Bayesian reports, feature flags, and a Shopify app that pulls orders in without a tracking tag. Prices come from a sales quote.
Outtest is a new AI split tester for small teams without a CRO specialist or developer time. Its agents pick what to test, build the version, run it and call the winner, and every test is judged on revenue per visitor from your payment tool, whether that's Shopify, Stripe, Paddle or another listed connection. Plans cost $29 to $499 a month by tests per month. Outtest has no track record yet and doesn't list personalization, feature flags or mobile app testing.
| Outtest | AB Tasty | |
|---|---|---|
| Best for | Founders and small teams who want tests run for them and judged on real revenue, without a CRO specialist. | 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 | From $29/month (3 tests a month). 20% off yearly. | AB Tasty doesn't publish prices, and abtasty.com/pricing now redirects to Wingify's pricing page. Wingify quotes custom prices based on monthly active users, products and implementation scope, and offers a 30-day free trial of its platform. |
| Free plan or trial | No free plan or trial | Free trial |
| AI builds the test versions | Yes | Yes |
| Judges tests on revenue from your payment tool | Yes | Partly |
| Visual editor | No | Yes |
| Server-side tests | Partly | Yes |
| Stats engine | Bayesian, on revenue per visitor | Bayesian for conversion metrics, Mann-Whitney U test for order values and revenue, with an optional frequentist mode |
| Payment integrations | Stripe, Shopify, Paddle, Lemon Squeezy, Dodo Payments, Creem, RevenueCat, Chargebee | Shopify, Magento, PrestaShop, Salesforce Commerce Cloud |
Pick AB Tasty if
- You want personalization and product recommendations alongside testing, from one enterprise vendor.
- You run a large Shopify store and have a team that builds tests in a visual editor.
- Your developers need server-side tests and feature flags.
- You're an existing customer and want continuity, since Wingify said contracts, pricing and support stay the same.
Pick Outtest if
- You don't have a CRO specialist and want AI to run the whole loop, not only help build variations.
- You sell through Stripe, Paddle, Lemon Squeezy or another payment tool besides Shopify and want revenue per visitor without a transaction tag.
- You want to test pricing pages, trial length and cancel flows, with those changes waiting for your approval.
- You want a published price from $29 a month.
The verdict. AB Tasty suits larger teams, especially in retail, that want testing and personalization on a sales-led contract, with the caveat that it's being folded into Wingify. Outtest suits small teams that want revenue-judged tests run for them at a published price. AB Tasty has a long track record; Outtest is new.
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/
Let Outtest run your split tests
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