AB Tasty vs Amplitude Experiment vs Explore (2026): The Shopify Blind Spot
AB Tasty is a marketing website testing platform, now merged into VWO, that pairs A/B tests with feature flags. Amplitude Experiment is an SDK-based experimentation layer that needs Amplitude Analytics. Omniconvert Explore is the Shopify-native eCommerce CRO platform: it runs experiments on product pages, cart, and checkout, and measures the result in revenue per visitor.
- AB Tasty is a marketing web experimentation platform now merged with VWO, with a 4.5 out of 5 G2 rating. [G2, 2026]
- Amplitude Experiment is a product-analytics experimentation layer built on Amplitude Analytics, with a 4.5 out of 5 G2 rating on the wider platform. [G2, 2026]
- AB Tasty gives marketers a no-code editor without Shopify depth; Amplitude Experiment gives engineers SDK rigor without a marketer-run editor.
- Neither is native to Shopify or measures results in revenue per visitor on the product-to-checkout path.
- Omniconvert Explore runs A/B, multivariate, and personalization experiments on Shopify revenue surfaces and reports the outcome in revenue per visitor.
Teams comparing AB Tasty vs Amplitude Experiment usually sit inside two very different stacks. AB Tasty leads with a no-code editor and feature flags for marketing teams after the VWO merger. Amplitude Experiment leads with tests wired directly to product-analytics events and cohorts through its own SDK. This page covers what each does well, the gap they share, and when Omniconvert Explore is the right layer for a Shopify store.
What is AB Tasty, and what is it actually good at?
AB Tasty is a web experimentation and personalization platform that merged with VWO in 2025. It pairs a strong no-code visual editor with feature flags and A/B testing in one interface, and it is popular with marketing teams who want to launch experiments without waiting on engineering. [G2, 2026]
AB Tasty is a marketing-team-first testing platform, and the VWO merger has expanded its feature set and support resources. It holds a 4.5 out of 5 rating on G2 across 185 reviews, and its pricing is now custom and quoted through sales. [G2, 2026]
Its strength is accessibility. A marketer can build a test in the visual editor, ship it, and reuse the same account for feature flags on the delivery side. Server-side testing requires a paid add-on, so the visual editor stays the primary entry point.
Marketing experimentation is A/B and personalization testing built around a no-code visual editor a marketer can operate on the pages the marketing team owns. AB Tasty does this well for landing pages, campaigns, and general web surfaces. It is a marketing-delivery layer, distinct from running a controlled revenue experiment on Shopify product, cart, and checkout pages.
Where AB Tasty is genuinely strong
- No-code visual editor: marketers can build and ship tests without engineering involvement.
- Feature flags and A/B in one platform: the same account covers experimentation and rollout controls.
- Multivariate testing: factorial designs are supported natively, not only two-variant tests.
- Post-merger scale: the VWO combination broadens integrations, support, and the roadmap.
Where AB Tasty hits its ceiling for an eCommerce store
- Marketing-website orientation: tuned for landing and campaign pages, not the Shopify funnel.
- Server-side needs a paid add-on: not part of the base workflow.
- No native Shopify integration: no eCommerce templates for product, cart, or checkout, so store setup is manual.
- Post-merger reorganization: since 2025 the roadmap and pricing sit inside the wider VWO plan.
What is Amplitude Experiment, and what is it actually good at?
Amplitude Experiment is the experimentation layer built on Amplitude's product analytics platform. It runs SDK-based server-side experiments, targeted through Amplitude cohorts, and reads results directly against product-analytics events. It is the natural pick for product teams already invested in Amplitude Analytics. [G2, 2026]
Amplitude Experiment is a product-experimentation tool, and its value comes from being wired into the environment where product data already lives. The Amplitude platform holds a 4.5 out of 5 rating on G2 across 2,200+ reviews. Experiment adds the testing layer on top for teams already on the paid tier. [G2, 2026]
What it fits: a product team shipping features behind flags and reading the outcome against cohorts and events they already track. It is SDK-driven and requires developer implementation, which is normal for a product-analytics workflow rather than a marketer-run one.
Product-analytics experimentation is A/B testing wired into an event-tracking platform, where variants ship via SDK and results are read against product events. Amplitude Experiment does this well for teams already on Amplitude Analytics. It is a product-team layer, distinct from running a marketer-run revenue experiment on Shopify product, cart, and checkout pages.
Where Amplitude Experiment is genuinely strong
- Native to Amplitude Analytics: results read against the same events product teams already track.
- Cohort-based targeting: reuse Amplitude cohorts to expose variants to the right users.
- SDK-based server-side experiments: a feature-flag workflow product engineers know.
- Free tier available: a paid path for growing product teams already invested in the stack.
Where Amplitude Experiment hits its ceiling for an eCommerce store
- Analytics prerequisite: the experimentation layer only pays off with Amplitude Analytics already in place.
- No visual editor: every variant needs developer implementation.
- No native Shopify integration: no product-page or checkout templates a marketer can ship without engineering.
- No multivariate testing: A/B only, so factorial designs sit outside the product.
What AB Tasty and Amplitude Experiment cannot do for an eCommerce store
AB Tasty and Amplitude Experiment come from opposite sides of the market: marketing-team testing after the VWO merger, and product-team experimentation on Amplitude Analytics. They share one gap. Neither is built around a Shopify store's revenue surfaces (product, cart, checkout) or the metric that decides margin: revenue per visitor.
AB Tasty is oriented towards marketing website experimentation and feature management. It has no native Shopify integration and no eCommerce-specific templates for the checkout flow. A team using it for Shopify CRO must build checkout integrations manually, and cannot run revenue-focused experiments natively on product pages and cart flows.
Amplitude Experiment is an add-on layer for existing Amplitude Analytics customers. It has no visual editor and requires developer implementation. It is not designed for eCommerce checkout flow experiments, and it cannot run product-page tests through a marketer-accessible interface without engineering support.
The two tools sit at opposite ends of the stack, but the same gap runs through both. Both optimize against the wrong store metric: a session-level campaign lift or a product-event count, not revenue per visitor on the product-to-checkout path. A mid-market DTC brand needs both editor access and store-native rigor at once, and neither tool delivers it.
Omniconvert Explore is built for this layer. Explore runs A/B, multivariate, and personalization experiments on the store's real revenue surfaces, natively next to Shopify, and reads the outcome in revenue per visitor. The same platform gives a marketer a visual editor, so a checkout experiment can launch without a manual integration project or an Amplitude cohort definition.
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. Omniconvert 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 change raised revenue per visitor and order rate, and held its margin once discounts and returns are counted, not just lifted a campaign KPI or a product event.
- Which surface to test first. Which page in the funnel (product, cart, checkout) carries 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 engineering glue work or a custom SDK deployment.
- Whether it holds for valuable customers. Whether the result holds for repeat, high-value buyers, the Customer Value Optimization question, not just first-session visitors.
Omniconvert benchmarks more than 7,000 eCommerce websites in its CROBenchmark Report 2026, across 248+ audit criteria. The data shows where stores lose orders: 99.6% fail to make guest checkout prominent. 94.2% never show checkout progress steps, and 85.1% never show the full order cost before the final step. [CROBenchmark Report 2026, Omniconvert]
AB Tasty can run a slick landing-page test through its visual editor, and Amplitude Experiment can flip a feature flag and measure the event lift. Neither can run and price the fix on those checkout steps for a Shopify store. That is the surface Explore is built for, read in revenue per visitor. A variant lift shows up on the P&L rather than on an analytics dashboard.
AB Tasty vs Amplitude Experiment vs Explore: the capability comparison
Side by side, the three tools sit at different points in a stack. AB Tasty runs marketing-team testing with a no-code editor and feature flags. Amplitude Experiment runs SDK experiments against product-analytics events. Explore runs A/B, multivariate, and personalization experiments on the Shopify product-to-checkout path, measured in revenue per visitor. See A/B testing with Explore for how those experiments run on the funnel.
| Capability | AB Tasty | Amplitude Experiment | Omniconvert Explore |
|---|---|---|---|
| Primary function | Marketing web testing and feature flags after VWO merger | Product-analytics experimentation on Amplitude Analytics | eCommerce CRO on product, cart, and checkout |
| A/B testing | Yes visual editor and feature flags | Yes SDK-based, requires Amplitude Analytics | Yes visual plus code editor, Shopify-native |
| Multivariate testing | Yes | No | Yes |
| Server-side testing | Partial requires a paid add-on | Yes | Yes |
| Visual editor | Yes no-code, marketer-run | No SDK only | Yes |
| On-site surveys and overlays | Partial personalization delivery, no dedicated survey suite | No analytics and experiment layer only | Yes surveys and overlays built in |
| Shopify integration | Medium installable, no native store templates | Low event-based, no store templates | Yes native |
| eCommerce focus | Medium marketing website scope | Low product-analytics scope | High built for store revenue workflows |
| Revenue per visitor measurement | No generic conversion metrics | No product-event metrics | Yes revenue per visitor and order rate native |
| Pricing model | Custom, contact sales, free trial | Seat-based, free tier, paid tiers | Session-based, built for store traffic, free trial |
| Best for | Marketing teams wanting testing and feature management in one platform | Product teams already on Amplitude Analytics | Shopify and eCommerce teams optimizing for revenue |
| User rating | 4.5 out of 5 (G2, 185 reviews, as of 2026) | 4.5 out of 5 (G2, 2200 reviews, as of 2026) | 4.6 out of 5 (G2, 191 reviews, as of 2026) |
AliveCor used Omniconvert 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. AB Tasty and VWO merged in 2025, so pricing and roadmap sit inside the wider VWO plan. Amplitude Experiment pricing depends on the underlying Amplitude Analytics tier. 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 Tasty or Amplitude Experiment?
Decide by fit. If your marketing team wants one no-code platform for A/B testing plus feature flags on the wider website, AB Tasty (post-VWO) still has a role. If your product team is already on Amplitude and reads results against events, Amplitude Experiment is designed for that. For a Shopify store, run your next test in Explore on product, cart, and checkout, and read the outcome in revenue per visitor.
AB Tasty and Amplitude Experiment are both credible experimentation tools for the teams they were built for. AB Tasty gives marketing teams a no-code editor and feature flags in one platform. Amplitude Experiment gives product teams SDK experiments wired to their analytics events. Neither is priced, packaged, or engineered for a mid-market Shopify store to run marketer-led tests on the product-to-checkout path.
The question for a store is narrower: can you run controlled experiments on Shopify product, cart, and checkout through an editor a marketer can use, and read the result in revenue per visitor. 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.
4.6 out of 5 across 191 reviews, G2 , as of 2026