AB Tasty
Wingify (Everstone Capital) · France · since 2009
Enterprise experimentation and personalization platform for mid-market and large B2C web teams, with a no-code visual editor and a separate feature-flagging line. Since January 2026 a sister product of VWO under the Wingify/Everstone group.
Best for Teams that read the statistics documentation before they buy
The verdict
AB Tasty documents its Bayesian model further than most: beta-binomial priors, roughly a million Monte Carlo samples per report, automatic Bonferroni for rate metrics, and a Mann-Whitney U test for revenue, which is a deliberate choice about skewed money data rather than a default. Its Sequential Testing Alerts detect losers only, and the vendor openly advises against using them to call winners early because the effect-size estimate would be poor. That honesty earns points. What is missing is planning: the docs give a rule of thumb of 5,000 visitors and 500 conversions per variation instead of an in-product calculator, and no public integration catalogue exists to verify warehouse export.
Rating by Drip Trading GmbH, the company behind Apex by Drip. How we rate and weight
Strengths
- Genuinely strong, publicly documented Bayesian statistics, the actual model, sampling method and corrections are published, which most competitors do not do.
- Intellectually honest about sequential testing: the vendor explicitly tells customers NOT to use its alerts to call winners early. Rare credibility signal.
- Broad unified surface: web experimentation, EmotionsAI behavioral segmentation, recommendations, semantic search, merchandising, plus feature flagging with 11 SDKs.
- Solid privacy posture on paper: first-party cookies only, IPs not stored, three explicit consent modes, named DPO.
- Well reviewed on the big review platforms (own G2 material claims leader badges).
Weaknesses
- Ownership upheaval is the biggest current risk: merged into Wingify (VWO’s parent) in January 2026, HQ moved to New Delhi, and a June 2026 redundancy plan cut 78 of ~181 French roles including all French development teams, management cites "technology duplication… a single platform". Product convergence with VWO is a live question.
- Quote-only enterprise pricing (median ~$66,500/year per Vendr) with no self-serve trial, out of reach for most SMB and mid-market merchants.
- Recurring reviewer complaints about tag weight, page-speed impact and flicker, the Shopify listing itself advertises "flexible loading options to reduce flicker".
- Very thin Shopify footprint: 4 app reviews since May 2024, and checkout testability is undocumented.
- Documentation gaps: no public integration catalogue, no named cloud regions, no disclosed sequential-testing method, no cookieless mode for the core product.
The facts
| Statistics | Well-documented Bayesian engine (beta-binomial priors, ~1M Monte Carlo samples, automatic Bonferroni) for rate metrics; Mann-Whitney U test for revenue metrics. Sequential Testing Alerts are loser-detection only, AB Tasty itself advises against calling winners early with them. |
| Shopify | Shopify app (free to install, launched May 2024): 4.9/5 from only 4 reviews, a thin footprint for an enterprise vendor. Whether the Shopify checkout can be tested is not documented anywhere public. |
| Privacy & hosting | First-party cookies only (13-month lifetime), visitor IPs "immediately deleted", three consent modes incl. Didomi support, DPA via dpo@abtasty.com. Runs on GCP/AWS with region-follows-client but no named EU region. Holds its own ISO 27001; SOC 2 is attributed to its cloud providers, not itself. |
| Pricing | "No fixed plans. Just a custom proposal." Annual contracts, no self-serve trial (a 1–2 week proof of concept instead). Procurement data (Vendr) puts the median around $66,500/year. |
Sources
- Quote-only pricing: https://www.abtasty.com/pricing/ (accessed 2026-09-01)
- Wingify merger, leadership, revenue: https://techcrunch.com/2026/01/20/everstone-combines-wingify-and-ab-tasty-for-100m-digital-experience-optimization-platform/ (accessed 2026-09-01)
- French redundancy plan (78 of ~181 roles): https://www.maddyness.com/2026/07/29/ab-tasty-plan-social-en-france-pres-de-80-postes-supprimes/ (accessed 2026-09-01)
- Bayesian model, Bonferroni, Mann-Whitney U: https://docs.abtasty.com/reporting-and-performances/reporting/understand-the-statistics-behind-your-reports/statistics-for-the-reporting (accessed 2026-09-01)
- Sequential alerts are loser-detection only: https://www.abtasty.com/blog/sequential-testing-alerts/ (accessed 2026-09-01)
- Shopify app 4.9/5 from 4 reviews: https://apps.shopify.com/ab-tasty-1 (accessed 2026-09-01)
- Cookies, consent modes: https://docs.abtasty.com/account/performance-and-security/consent-policy---cookies-storage-and-privacy (accessed 2026-09-01)
- Vendr median $66,500/yr: https://www.vendr.com/marketplace/ab-tasty (accessed 2026-09-01)