In January 2026, the digital experimentation space saw one of its biggest consolidation moves in recent years: Wingify (best known for VWO) and AB Tasty announced they’re joining forces under the ownership umbrella of Everstone Capital.
If you work in growth, CRO, product, or performance marketing, you’ve probably used (or evaluated) at least one of these platforms. And if you’re currently running A/B tests, personalization, or experiment-driven product improvements, this merger is worth understanding, because it can impact:
If you’re reading this as a D2C team, there’s a practical angle too: most “experimentation decisions” aren’t really about dashboards. They’re about execution speed, how quickly you can ship changes, and whether your setup stays lightweight as your store grows. That’s the gap a lot of teams feel when they evaluate big-suite tools.
This is also where CustomFit.ai tends to fit for ecommerce teams: it’s a no code A/B testing platform and website personalization platform built to help marketers ship tests and targeted experiences quickly, without turning every experiment into a development project.
This article breaks down what happened, why the merger is happening now, and what it could mean for brands using VWO or AB Tasty.
Everstone-owned Wingify is acquiring/merging with Paris-based AB Tasty, creating a combined digital experience optimization company reportedly valued at around $500M, with $100M+ annual recurring revenue, 4,000+ customers, and 800+ employees. As part of the combined entity, Sparsh Gupta (VWO/Wingify) will lead the merged business, with leadership roles shared across both organizations.
Before we go deeper, a quick refresher helps, because people use “A/B testing,” “split testing,” and “personalization” interchangeably, even though they’re not the same thing.
A/B testing (also called split testing) is a controlled experiment where you show two or more versions of a page or experience to similar visitors at the same time, then measure which version performs better on a goal (purchases, add-to-cart, lead submissions, signups, etc.). It’s the core mechanic behind CRO marketing: you stop arguing based on opinions and start deciding based on observed behavior.
Website personalization is slightly different. Instead of one winner for everyone, personalization shows different experiences to different audiences (new vs returning, high-intent vs low-intent, geo-based segments, traffic source segments, cart value segments, and so on). A lot of modern teams treat personalization as “always-on targeting,” and A/B testing as “proof.”
In practice, most brands do both:
That’s why mergers like VWO + AB Tasty matter: they’re a sign that the market is shifting from “testing tools” into broader experience suites, and buyers are being pushed toward bundled plaforms.
Everstone Capital took a majority stake in Wingify in January 2025 as part of a deal widely reported at around $200M.
In January 2026, reports confirmed Wingify is acquiring/merging with AB Tasty, with deal value estimates in the range of $150M–$200M, creating a combined platform in the experimentation and personalization category.
Both companies published official posts describing a single combined platform and a unified leadership team.
VWO is Wingify’s flagship experimentation product. Most teams know it as an A/B testing and conversion optimization platform used by marketing, growth, and product teams to test changes on websites and apps, measure impact, and scale what works. Over time, platforms like VWO expanded from “run an A/B test” into broader capability areas like targeting, personalization, analytics/insights, and experimentation workflows.
AB Tasty is a Paris-based experimentation and personalization platform used by mid-market and enterprise teams. Like VWO, it sits in the “digital experience optimization” category, helping teams run tests, personalize journeys, and learn what nudges customers toward conversion. In the official announcement, AB Tasty positions the combination as building a larger platform across experimentation, personalization, and insights.
Everstone Capital is the private equity firm that took a majority stake in Wingify in January 2025, and is backing the combined VWO + AB Tasty entity. This is important because PE-backed combinations usually aim to accelerate distribution, consolidate product lines over time, and standardize packaging and pricing.
Wingify is the company behind VWO, a well-known experimentation platform used by marketing and product teams for A/B testing, website optimization, and conversion rate improvements.
AB Tasty is a Paris-based platform known for experimentation and personalization, used by many mid-market and enterprise teams across regions.
Everstone is a private equity firm that acquired Wingify in 2025 and is now backing the combined VWO + AB Tasty entity.
Mergers in SaaS don’t happen randomly. They usually happen when one (or more) of these forces show up:
Over the last few years, “A/B testing platforms” have stopped being simple A/B tools. Most buyers now want a single suite that includes:
So consolidation becomes a shortcut to scale.
This VWO + AB Tasty move fits into that exact pattern: build a bigger “experience optimization” platform faster than doing it from scratch.
VWO historically has a strong global presence, and AB Tasty is known for its own enterprise footprint, so the combined entity is positioned to compete harder in the US and European markets (where much of its revenue already comes from).
This is the part most customers don’t talk about openly, but it’s real:
When two tools operate in the same category, merging them can create efficiencies in:
In the long run, this can make the combined company “cleaner” to operate and easier to position as a single global platform.
According to the official merger announcements:
For customers, leadership matters because it signals:
Let’s be practical, if you’re a customer today, you mostly care about:
No. Most “mergers” take time to fully unify in a clean way.
Usually, what happens first is:
So customers should expect a period of transition, not an overnight switch.
Not always immediately, but pricing is one of the most common outcomes of consolidation.
When two large tools join forces, brands often see:
If you’re up for renewal soon, it’s worth keeping an eye on contract terms.
This varies by execution.
In many SaaS mergers, support goes through a transition phase:
Long-term support can improve. In the short term, there may be some friction.
A lot of merger commentary is written for big enterprise stacks. But for D2C brands, the day-to-day reality is simpler: your wins come from how fast you can launch tests on product pages, collections, cart, and landing pages, not from owning the biggest suite.
Here’s what to keep in mind if you do Shopify A/B testing today:
For most stores, A/B testing on Shopify happens across storefront pages: PDPs, PLPs, homepage modules, cart, upsell surfaces, and landing pages. Checkout is more restricted because Shopify limits how checkout can be customized and how third-party scripts can run there. Shopify’s Checkout Extensibility framework defines what’s possible, and many developers note there isn’t a straightforward built-in rule-based A/B testing mechanism inside checkout extensibility today.
Practical takeaway: focus your roadmap on tests that affect conversion upstream:
Many brands think “theme tests” are cosmetic. In reality, A/B testing in Shopify theme changes can impact speed, scroll depth, product discovery, and add-to-cart rate. If you’re evaluating tools during a market consolidation, ask one direct question:
How fast can we ship theme-level experiments without breaking performance or relying on dev sprints?
That question often decides whether a tool feels like leverage or overhead.
Whether you call it an A/B testing Shopify app or a Shopify A/B testing app, the bar is pretty practical:
This is also why a lot of D2C teams end up preferring a lighter setup over a big-suite migration.
If your priority is speed, CustomFit.ai is built as a shopify ab testing app and website personalization tool that helps marketers run experiments and targeted experiences without heavy dev dependency. It’s a no code A/B testing tool (and no code A/B testing software) designed around the workflows Shopify teams actually run: quick storefront iterations, faster learning loops, and shipping more experiments per month.
If you’re trying to pick the best A/B testing app for Shopify, a simple filter helps: choose the platform that makes it easiest to launch, measure, and iterate, without turning experimentation into a quarterly project.
Teams on Magento often have more flexibility in how they implement experiments, but that flexibility usually comes with a tradeoff: heavier engineering involvement, more QA cycles, and more chances for experiment code to drift over time.
If you’re running Magento A/B testing, the same principle still applies: the best tool is the one that lets your team execute a consistent testing cadence without slowing down releases. That’s true whether you’re a pure performance team or building a broader D2C marketing strategy that depends on continuous experimentation.
This merger is a signal that the industry is shifting from “testing tools” into “experience platforms.”
Here are the trends it reinforces:
Brands don’t want:
They want fewer tools doing more, with less integration headache.
The real value of experimentation isn’t in having a beautiful interface.
It’s in:
Platforms that win long-term are usually the ones that make execution easy.
Consolidation reduces the number of large independent players.
But it also creates a new kind of confusion:
“Do I need the full suite, or do I need a faster tool that does the core job well?”
That question will become more common.
If you’re currently using VWO or AB Tasty (or evaluating them), here’s a smart checklist:
Before you renew:
It’s fair to ask:
The fastest ROI usually comes from:
Which matters more than which logo is on the contract.
If you’re a D2C or ecommerce brand (especially on Shopify), one of the most overlooked parts of experimentation is how fast you can actually ship changes.
At CustomFit.ai, no code a/b testing software, we’ve seen that many teams don’t struggle with “ideas.”
They struggle with:
That’s why CustomFit.ai is built to help marketers and growth teams:
If you’re watching the VWO + AB Tasty merger and wondering what’s the safest move, a good approach is simply: Pick a platform that keeps experimentation simple, fast, and measurable.
The VWO (Wingify) and AB Tasty merger is one of the biggest signals that experimentation is becoming a consolidated “platform game.”
For customers, the best move isn’t panic.
The best move is clarity:
Because in conversion optimization, execution beats theory every single time.
Wingify (the company behind VWO), backed by Everstone, is merging with / acquiring AB Tasty as part of creating a combined digital experience optimization platform.
Everstone Capital acquired a majority stake in Wingify (VWO’s parent company) in January 2025.
The merger news was reported publicly around January 20–21, 2026, with multiple media publications covering it and both companies posting official announcements.
Typically, customers continue as-is in the short term, while the company aligns teams, product direction, and packaging. Larger platform changes take time.
Pricing doesn’t always change immediately, but packaging and plans often evolve after consolidation. If you’re close to renewal, it’s worth confirming contract terms early.
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