Concepts referenced in this article, defined.
Run rigorous A/B tests and personalize every visit on Shopify or any storefront โ no engineers required.
Intelligems is a Shopify-native price testing platform built specifically to help D2C brands find the revenue-maximizing price point for their products through A/B tests on price, shipping costs, and discounts. CustomFit.ai is a broader A/B testing and personalization platform that covers the full storefront โ product pages, homepages, CTAs, content, and more โ with native D2C revenue metrics including average order value (AOV) and revenue per visitor (RPV). These tools are not direct replacements: Intelligems is the specialist for price testing; CustomFit.ai is the generalist for full-funnel ecommerce experimentation. Many Shopify brands use both. If you need to choose one, the right call depends on whether pricing is your primary optimization lever or one of many.
| Feature | CustomFit.ai | Intelligems |
|---|---|---|
| Shopify native integration | โ (one-click) | โ (Shopify native) |
| No-code visual editor | โ | Limited (price/content changes) |
| D2C/ecommerce metrics (AOV, RPV) | โ native | โ native |
| AI-powered optimization | โ predictive intent + dynamic allocation | No |
| 14-day free trial | โ | โ |
| Starting price | $99/mo | ~$99/mo (Content), ~$149/mo (Pricing) |
| Developer required for setup | No | No |
| ISO 27001 / SOC 2 | โ | No published certifications |
| Price A/B testing | โ (via custom goals) | โ (native, Shopify checkout) |
| Visual storefront editor | โ | Limited |
| Personalization engine | โ | No |
Both CustomFit.ai and Intelligems are Shopify-native and accessible without a developer. CustomFit.ai installs from the Shopify App Store in one click and immediately begins tracking revenue data. The visual editor lets you test any element on your storefront โ hero images, product descriptions, button copy, layouts โ without code.
Intelligems also installs directly from the Shopify App Store. Its setup focuses specifically on price test configuration: you select the products you want to test, define the price variants (e.g., $49 vs. $55 vs. $59), and Intelligems manages the Shopify variant pricing to ensure the test runs cleanly without discounting artifacts. For price testing specifically, Intelligems' workflow is more purpose-built and slightly faster to configure than using CustomFit.ai's custom goal setup for the same use case.
CustomFit.ai supports A/B tests, multivariate tests, split URL tests, and funnel experiments across the full storefront. You can test product page layouts, hero images, CTA copy, navigation, collections pages, cart pages, and any other on-site element. AI-driven dynamic traffic allocation shifts visitors toward winning variants during the test. Audience targeting uses 1000+ attributes including purchase history, behavioral signals, and predictive buyer intent. Brands like Bellavita (11% CVR uplift) and Kapiva (9.48% CVR uplift) ran full-funnel tests across landing pages and product pages.
Intelligems' testing capabilities are focused on three areas: price testing (A/B test actual product prices at Shopify checkout level), shipping cost testing (test different shipping thresholds), and content testing (lighter-weight content changes like text swaps). Its price testing is technically superior for that specific use case โ Intelligems modifies actual Shopify prices at the variant level, ensuring the test price flows through checkout, email, and reports correctly without manual coding. CustomFit.ai can overlay price display changes visually but does not modify actual Shopify checkout prices at the native level.
CustomFit.ai's personalization engine delivers different experiences to different audience segments using 1000+ behavioral and ecommerce attributes. You can show personalized product page content, homepage banners, and CTAs to returning customers, first-time visitors, cart abandoners, and high-intent browsers โ all without code. Personalization is included on all paid plans.
Intelligems does not offer personalization. It is a pure testing tool with no ongoing personalization layer. Once a winning price is identified through a test, Intelligems does not continue to serve different prices to different segments โ its purpose is to identify the optimal price to use globally, not to personalize pricing by visitor profile.
CustomFit.ai reports natively on RPV, AOV, add-to-cart rate, and conversion rate from Shopify order data. Statistical significance is shown per test with clear decision indicators.
Intelligems' reporting is purpose-built for pricing analysis: it shows revenue per visitor, conversion rate, AOV, and profit margin impact per price variant. The margin analysis is a standout feature โ Intelligems can factor in your COGS to show which price generates the highest profit, not just the highest revenue. For price testing specifically, Intelligems' reporting is more granular than CustomFit.ai's general revenue metrics. Statistical significance is tracked per variant.
| Plan | CustomFit.ai | Intelligems |
|---|---|---|
| Starter | $99/mo (50K MUV) | $99/mo (Content testing) |
| Growth | $249/mo (100K MUV) | $149/mo (Pricing testing) |
| Enterprise | Custom | Custom |
| Free trial | 14 days, no credit card | โ (trial available) |
Intelligems pricing is based on plan type (Content vs. Pricing), not traffic volume. Both tools start around $99/month, making direct price comparison close. The real cost decision is whether you need a specialized price testing tool (Intelligems) or a broader experimentation and personalization platform (CustomFit.ai). Many brands that start with CustomFit.ai later add Intelligems specifically for price testing, since the use cases are complementary rather than overlapping.
The strongest approach for many D2C brands is using both tools for their respective strengths:
The tools do not conflict when configured for different test types.
If you are moving from using Intelligems as your only testing tool to adding CustomFit.ai for broader experimentation:
Can CustomFit.ai test actual product prices through Shopify checkout? CustomFit.ai can visually change displayed prices on your storefront, but does not modify actual Shopify variant prices at the checkout level. For true price A/B testing that flows through checkout accurately, Intelligems is the better specialized tool.
Does Intelligems include a visual editor for layout changes? Intelligems has a content testing module that supports lightweight text and content changes. For layout changes, element-level editing, and visual experimentation across the full page, CustomFit.ai's visual editor is more capable.
Which tool is better for increasing AOV? Both track AOV as a metric. CustomFit.ai is better for testing the presentation elements that influence AOV (bundle displays, upsell CTAs, cart page design). Intelligems is better for testing whether pricing structure changes (quantity-based pricing, bundle pricing) increase AOV.
Do I need both CustomFit.ai and Intelligems? For most D2C brands, starting with CustomFit.ai covers 80% of optimization use cases. Adding Intelligems makes sense specifically when pricing experimentation becomes a strategic priority and you want Shopify-native price modification rather than visual overlays.
How does A/B testing accuracy compare between the tools? Both use standard statistical significance calculations from Shopify order data. Intelligems adds profit-margin-weighted analysis. CustomFit.ai adds AI-driven dynamic traffic allocation. For price tests, Intelligems' native Shopify price modification produces cleaner data (no display/checkout price mismatch). For layout and content tests, CustomFit.ai's AI allocation makes tests more efficient.
Does CustomFit.ai work for non-Shopify brands? Yes. CustomFit.ai works on any platform via JS snippet. Intelligems is Shopify-exclusive.