AB Smartly vs Eppo vs Explore (2026): Engineering vs Shopify Revenue
AB Smartly is a real-time experimentation platform built by former Booking.com engineers, with SDK-based assignment and a data warehouse connector. Eppo is a warehouse-native platform that reads experiment data from Snowflake or BigQuery. Both require developer work. Omniconvert Explore is the Shopify-native eCommerce CRO platform: it runs product page, cart, and checkout experiments and measures the result in revenue per visitor.
- AB Smartly is a real-time experimentation platform built by former Booking.com engineers, with a 4.8 out of 5 G2 rating across 45 reviews. [G2, 2026]
- Eppo is a warehouse-native experimentation platform that connects to Snowflake, BigQuery, Redshift, or Databricks, with a 4.7 out of 5 G2 rating across 80 reviews. [G2, 2026]
- Both are engineer-owned platforms: neither has a visual editor, and every experiment starts as an SDK integration or a data engineering task.
- Neither runs experiments natively on the Shopify product page, cart, or checkout, and neither reports the outcome in revenue per visitor.
- Omniconvert Explore is a Shopify-native eCommerce CRO platform: it runs A/B, multivariate, and checkout experiments through a visual editor and measures the result in revenue per visitor.
Teams comparing AB Smartly vs Eppo are usually choosing an engineering-led experimentation platform. AB Smartly leads with real-time results and a data warehouse connector, built by the team behind Booking.com's programme. Eppo leads with warehouse-native experiment analysis on Snowflake or BigQuery. Both are strong for engineering-driven testing, but neither is designed for a Shopify marketing team to run product page or checkout experiments without developer work. This page covers what each does well, the gap they share for eCommerce, and when Omniconvert Explore is the right layer.
What is AB Smartly, and what is it actually good at?
AB Smartly is a real-time experimentation platform built by former Booking.com engineers. It uses SDK-based assignment, exposes results as they arrive rather than in batch, and connects directly to a data warehouse for downstream analysis. It is built for high-velocity engineering programmes that treat testing as continuous infrastructure. [AB Smartly, 2026]
AB Smartly is an engineering platform built by practitioners of one of the largest experimentation programmes in the industry. It holds a 4.8 out of 5 rating on G2 across 45 reviews. [G2, 2026] Its strength is speed and rigour together: results update in real time rather than in a nightly job, and the platform is designed for teams that run hundreds of parallel experiments without waiting on a batch pipeline.
Assignment happens through SDKs, with server-side splits and advanced statistical methods. The warehouse connector lets a data team join experiment exposure to any downstream metric that already lives in Snowflake, BigQuery, or Redshift.
Real-time experimentation streams experiment assignment and outcome events as they happen, so exposures and metrics update continuously instead of running as a scheduled batch. AB Smartly does this well for engineering teams shipping many parallel tests. It is an execution and analysis layer for developer-owned code, distinct from running a controlled revenue experiment on Shopify product, cart, and checkout pages through a marketer-accessible interface.
Where AB Smartly is genuinely strong
- Real-time results: exposures and metrics update continuously, not in a nightly batch.
- Booking.com heritage: statistical methods and program design shaped by one of the largest testing programmes in the industry.
- Warehouse connector: joins experiment exposure to metrics already defined in Snowflake, BigQuery, or Redshift.
- Server-side and SDK based: scales for high-velocity engineering programmes running many parallel tests.
Where AB Smartly hits its ceiling for an eCommerce store
- No visual editor: variants ship through code and SDKs, not a WYSIWYG a marketer can use.
- No native Shopify integration: nothing wired to product pages, cart, or checkout out of the box.
- Engineering-priced: custom pricing designed for engineering-led organisations, not for a self-serve CRO budget.
- No multivariate testing: the platform does not run MVT natively.
- Generic outcome model: no concept of revenue per visitor as a first-class metric on the store funnel.
What is Eppo, and what is it actually good at?
Eppo is a warehouse-native experimentation platform. It connects directly to Snowflake, BigQuery, Redshift, and Databricks, and analyses experiments against the metrics your data team already defines there. It is built for high-velocity, high-governance programmes where the source of truth for a metric is the warehouse, not the testing tool. [Eppo, 2026]
Eppo is an analysis platform first and an assignment platform second. It holds a 4.7 out of 5 rating on G2 across 80 reviews. [G2, 2026] Its strength is trusting the warehouse: the experiment reads from the same tables and metric definitions the analytics team already owns, which removes the "why does the testing tool disagree with our dashboard" argument.
It supports advanced statistical methods, sequential testing, and CUPED variance reduction, and is priced for enterprise data teams. Assignment happens through SDKs, not a visual editor.
Warehouse-native experimentation reads experiment data from your data warehouse (Snowflake, BigQuery, Redshift) rather than from the testing tool's own tracking. It reuses the metric definitions the analytics team already trusts. Eppo does this well for organisations with a mature data stack. It is an analysis layer, distinct from running a controlled revenue experiment on Shopify product, cart, and checkout pages through a marketer-accessible interface.
Where Eppo is genuinely strong
- Warehouse-native analysis: experiments read directly from Snowflake, BigQuery, Redshift, and Databricks.
- Rigorous statistics: sequential testing, CUPED variance reduction, and confidence intervals built for data teams.
- One source of truth: reuses existing metric definitions, so results match the analytics dashboards.
- High-governance programmes: designed for organisations running many experiments in parallel with strict data controls.
Where Eppo hits its ceiling for an eCommerce store
- No visual editor: variants are shipped through code and SDKs, not a WYSIWYG marketers can use.
- Warehouse required: assumes Snowflake or similar, which most $1M to $50M ARR stores do not run.
- No native Shopify integration: nothing wired to product pages, cart, or checkout out of the box.
- Priced for enterprise: custom pricing built for data teams, not for a self-serve marketing budget.
- Generic outcome model: no concept of revenue per visitor as a first-class metric on the store funnel.
What AB Smartly and Eppo cannot do for an eCommerce store
AB Smartly and Eppo sit at different points on the same axis: both are engineer-owned experimentation platforms with no visual editor. Both need code to ship a variant, and neither is built around the surfaces where eCommerce revenue is won or lost, product pages, cart, and checkout, or the metric that matters there: revenue per visitor.
AB Smartly is built for engineering teams running high-velocity, real-time server-side tests, and the Booking.com pedigree shows in how the platform treats experimentation as continuous infrastructure. On a Shopify store the same shape is a problem. Every product page, cart, and checkout experiment starts as an SDK ticket, and the queue is set by engineering. The A/B test the CRO lead wanted this week ships when engineering ships it.
Eppo is warehouse-native, which is a real advantage for a data team, and a hard prerequisite for a Shopify store: a marketer cannot ship a variant through Snowflake, and most stores in the $1M to $50M ARR range do not run a warehouse at all. The tool is priced and shaped for organisations where data engineering is the buyer, not for a growth lead who wants to launch a checkout test today.
The gap the two share is the eCommerce one. These are experimentation platforms, but they are not eCommerce CRO platforms. Neither treats the product-to-checkout path as the primary surface, and neither reports the result in revenue per visitor. For the wider context on how testing programmes actually move revenue, see Has personalization replaced A/B testing?
The deeper issue is that ownership of the test sits far from the person who owns the revenue number. A CRO lead has a hypothesis about the cart page and, in either tool, needs an engineer to write assignment code, define an event, and later stitch results back to order rate. Omniconvert Explore collapses that loop: a visual editor for product page and checkout variants, native Shopify integration, on-site surveys and overlays in the same platform, and the outcome measured in revenue per visitor. The person who owns the store's growth number owns the test.
eCommerce conversion rate optimization (CRO) is the practice of running controlled experiments on the revenue surfaces of an online store, product pages, cart, and checkout, and measuring the result in revenue per visitor and order rate rather than generic conversion rate. Explore is defined as an eCommerce conversion rate optimization platform for product, cart, and checkout experiments, native to Shopify and priced for store traffic.
What neither tool can tell an eCommerce team
- Did the win move revenue and margin. Whether a variant raised revenue per visitor and order rate, and held its margin once discounts and returns are counted, not just moved an engineering event or a warehouse metric.
- Which surface to test first. Which pages in the store funnel (product, cart, checkout) carry the highest revenue impact if tested next.
- How it behaves in checkout. How an experiment interacts with the Shopify catalog, variants, and checkout flow natively, without SDK glue work or warehouse pipelines.
- Whether it holds for valuable customers. Whether the result holds for repeat, high-value customers, the Customer Value Optimization question, not just for first-session visitors.
Omniconvert benchmarks more than 7,000 eCommerce websites in its CROBenchmark Report 2026, across 248+ audit criteria. The findings show where stores actually lose orders: 99.6% fail to make guest checkout visible and prominent, and 94.2% never show checkout progress steps to the shopper. [CROBenchmark Report 2026, Omniconvert]
Those are fixes a CRO lead can hypothesise, mock up, and want to test today. In AB Smartly or Eppo, the same fix is an engineering or data ticket, sitting in a queue set by another team. Explore runs the experiment on the real revenue surfaces and reports the outcome in revenue per visitor, without an SDK integration or a warehouse pipeline between the hypothesis and the result.
This is what the title means by engineering vs Shopify revenue. Real-time rigour on a metric your engineering team owns is not the same as a lift on the number that pays for the store. Explore optimizes for revenue per visitor directly, and because Customer Value Optimization ties each result back to repeat, high-value buyers, the lift it confirms is margin the store keeps rather than traffic it rents. Explore also reaches Shopify-specific levers most engineering-first tools cannot touch, including price testing; see Explore 3.0: pricing testing on Shopify.
AB Smartly vs Eppo vs Explore: the capability comparison
Side by side, the three tools sit at different points on the experiment lifecycle. AB Smartly is the real-time execution and analysis layer for engineering teams shipping many parallel tests. Eppo is the analysis layer for teams whose source of truth is the warehouse. Explore is the eCommerce CRO layer for the store team that owns product, cart, and checkout, and is judged on revenue per visitor. See A/B testing with Explore for how those experiments run natively on the Shopify funnel.
| Capability | AB Smartly | Eppo | Omniconvert Explore |
|---|---|---|---|
| Primary function | Real-time engineering-led experimentation | Warehouse-native experiment analysis | eCommerce CRO on product, cart, and checkout |
| A/B testing | Yes SDK-based, no visual editor | Yes warehouse-native, code-based assignment | Yes visual editor plus code |
| Multivariate testing | No | No | Yes |
| Server-side testing | Yes core capability | Yes core capability | Yes |
| Visual editor | No code and SDKs only | No code and SDKs only | Yes WYSIWYG for marketers |
| On-site surveys and overlays | No | No | Yes surveys and overlays built in |
| Shopify integration | Low no native connector | Low no native connector | Yes native |
| eCommerce focus | Low built for engineering teams | Low built for data teams | High built for store revenue workflows |
| Pricing model | Custom, contact sales, enterprise | Custom, contact sales, enterprise | Session-based, built for store traffic, free trial |
| Best for | Engineering teams wanting real-time server-side experimentation | Data teams wanting warehouse-native analysis | Shopify and eCommerce teams optimizing for revenue |
AliveCor used Explore to run a structured A/B testing program and achieved +21% conversion rate, +5% revenue per visitor, and 94% statistical relevance across their experiments. [Omniconvert, AliveCor case study]
Competitor ratings, pricing, and plan details reflect publicly listed figures as of 2026 and can change. Both AB Smartly and Eppo are engineering-owned experimentation platforms rather than marketer-accessible eCommerce CRO tools. Explore uses session-based pricing; see the Omniconvert pricing page for current plans.
Get the full CROBenchmark data behind these stats: 7,000+ websites, 15+ industries, 248+ audit criteria, 100+ CRO experts. See exactly where eCommerce growth teams are losing margin in 2026.
Get the CROBenchmark ReportFrequently Asked Questions
Should you choose Explore over AB Smartly or Eppo?
Decide by who runs your tests. If your engineering team wants real-time experiments with Booking.com-grade statistics, AB Smartly serves them. If your data team wants warehouse-native analysis on Snowflake or BigQuery, Eppo serves them. But a Shopify marketing or CRO team cannot ship variants on the product page or checkout in either tool without developer work. For a store, run your next test on the product-to-checkout path in Explore, self-serve, and read the result in revenue per visitor.
AB Smartly and Eppo are both strong at what they do. AB Smartly brings real-time engineering rigour shaped by the Booking.com programme. Eppo brings warehouse-native experiment analysis to organisations with a mature data stack.
The question for a store is narrower: once you have a hypothesis about the cart or checkout, can a CRO lead ship the variant, measure the result in revenue per visitor, and answer whether the win holds for high-value repeat customers, without waiting on an engineering or data ticket. That is the surface Explore is built for.
Stop guessing.
Start testing what moves revenue.
Explore runs A/B, multivariate, and personalization experiments on your product pages, cart, and checkout, then measures the outcome in revenue per visitor, not just clicks.