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 Existing customers weighing whether to stay through the VWO consolidation
The verdict
AB Tasty wins one matchup, against ABlyft, and loses six. Its Bayesian engine is documented more openly than most, and it states plainly that its Sequential Testing Alerts detect losers rather than call winners early, which is a rare piece of honesty. What decides its matchups is everything around that: no published price, no self-serve trial, a Shopify app with four reviews, and no named EU region. Since January 2026 it belongs to VWO’s owner, and it loses to VWO on all five criteria.
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)