The State of A/B Testing in E-commerce 2026

Here’s what’s inside:

1/ How much shops actually test

Compare your testing activity with shops in your size band, with benchmarks for the typical shop, top quarter, and top tenth.

2/ What they test across the funnel

Explore examples from product pages, collections, carts, checkout, homepages, and sitewide changes.

3/ When tests run

See patterns around Black Friday, how long tests were observed live, and how shops configure variants and traffic splits.

4/ Which changes they keep

See examples of tested changes that were later rolled out, with the relevant element highlighted on real store pages.

5/ Where your shop sits

Use the report’s size and country breakdowns to put your own testing activity into context.

Every figure includes its sample and definition.

Knowing what other shops test gives you ideas.

The next question is which ones to build first.

We built one of the largest A/B test databases in e-commerce: 4.3 million tests from 151,000 shops, since 2011.

On top of it we built our own testing tool, Apex.

Apex tells you which test is likely to win before you build it, and runs your whole testing program in one place.

Use the report to benchmark your program and plan your next experiments.

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