Wingify (VWO) and AB Tasty are merging under Everstone. Customfit.ai, a cro software, explains what happened, why it matters, and what customers should expect next.
Concepts referenced in this article, defined.
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In January 2026, the digital experimentation space saw one of its largest consolidation moves in recent years. Wingify, best known for VWO, and AB Tasty announced they were joining forces under the ownership of Everstone Capital.
If you work in growth, CRO, product, or performance marketing, you have probably used or at least evaluated one of these platforms. And if you are running A/B tests, personalization, or experiment-driven product improvements today, the merger is worth understanding, because it can affect:
If you read this as a D2C team, there is a practical angle too. Most experimentation decisions are not really about dashboards. They are about execution speed, how quickly you can ship changes, and whether your setup stays lightweight as your store grows. That is 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 is 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 covers 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 and 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. In the combined entity, Sparsh Gupta (VWO/Wingify) will lead the merged business, with leadership roles shared across both organizations.
A quick refresher helps here, because people use "A/B testing," "split testing," and "personalization" interchangeably even though they are 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 such as purchases, add-to-cart, lead submissions, or signups. It is the core mechanic behind CRO marketing. You stop arguing based on opinions and start deciding based on observed behavior.
Website personalization works differently. Instead of one winner for everyone, personalization shows different experiences to different audiences: new versus returning, high-intent versus low-intent, geo-based segments, traffic source segments, cart value segments, and so on. A lot of teams treat personalization as "always-on targeting" and A/B testing as "proof."
In practice, most brands do both:
That is why mergers like VWO + AB Tasty matter. They are a sign the market is shifting from "testing tools" into broader experience suites, and buyers are being pushed toward bundled platforms.
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 and merging with AB Tasty, with deal value estimates in the range of $150M to $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 areas like targeting, personalization, analytics and 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. PE-backed combinations typically 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 rarely happen at random. 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:
Consolidation becomes a shortcut to scale.
This VWO + AB Tasty move fits that pattern: build a bigger experience optimization platform faster than doing it from scratch.
VWO has a strong global presence, and AB Tasty has 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.
When two tools operate in the same category, merging them can create efficiencies in go-to-market teams, support operations, regional coverage, and overlapping engineering costs. Over time, this can make the combined company cheaper to operate and easier to position as a single global platform.
According to the official merger announcements:
For customers, leadership matters because it signals how quickly the roadmap could unify, which priorities will dominate, and what may change for onboarding, support, and pricing.
If you are a customer today, you mostly care about a few practical questions.
No. Most mergers take time to fully unify in a clean way. What usually happens first:
Customers should expect a period of transition rather than 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 are up for renewal soon, it is worth keeping an eye on contract terms.
This varies by execution. In many SaaS mergers, support goes through a transition phase with ticket routing changes, internal tooling changes, and new processes that can slow things down initially. Support can improve over the long term, but there may be some friction in the short term.
A lot of merger commentary is written for big enterprise stacks. 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 is 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 is possible, and many developers note there is no straightforward built-in rule-based A/B testing mechanism inside checkout extensibility today.
The practical takeaway is to focus your roadmap on tests that affect conversion upstream:
Many brands think theme tests are cosmetic. In reality, A/B testing on Shopify theme changes can affect speed, scroll depth, product discovery, and add-to-cart rate. If you are 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 an asset or an overhead.
Whether you call it an A/B testing Shopify app or a Shopify A/B testing app, the bar is 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 A/B testing app and website personalization tool that helps marketers run experiments and targeted experiences without heavy dev dependency. It is a no-code A/B testing tool designed around the workflows Shopify teams actually run: quick storefront iterations, faster learning loops, and shipping more experiments per month.
If you are 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.
The same principle applies. The best tool is the one that lets your team run a consistent testing cadence without slowing down releases. That holds whether you are 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. A few trends it reinforces:
Brands do not want a separate A/B tool, a separate analytics tool, a separate personalization engine, and a separate frontend widget tool. They want fewer tools doing more, with less integration headache.
The real value of experimentation is not a beautiful interface. It is shipping experiments quickly, reducing dev dependency, creating flicker-free experiences, and building reliable measurement. The platforms that hold up over the long term are usually the ones that make execution straightforward.
Consolidation reduces the number of large independent players. 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 come up more often.
If you are using VWO or AB Tasty today, or evaluating them, here is a checklist.
Before you renew, get answers on a few things:
It is fair to ask:
The fastest ROI usually comes from running more experiments per month, improving time-to-launch, and minimizing reliance on dev cycles. That matters more than which logo is on the contract.
If you are 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, a no-code A/B testing software, many teams do not struggle with ideas. They struggle with getting experiments live fast, pushing changes without developer bottlenecks, reducing flicker and performance issues, and running personalization without heavy setup.
That is why CustomFit.ai is built to help marketers and growth teams run no-code A/B tests, launch real-time personalization, deploy conversion-focused widgets, and move faster without depending on sprints.
If you are watching the VWO + AB Tasty merger and wondering what the safest move is, a good approach is simple. Pick a platform that keeps experimentation fast, simple, and measurable.
The VWO (Wingify) and AB Tasty merger is one of the clearest signals that experimentation is becoming a consolidated platform game.
For customers, the best move is not panic. It is clarity: know what you are paying for, know what your renewal terms look like, and know what your team needs most, whether that is execution speed or enterprise breadth.
In conversion optimization, execution beats theory every single time.
Wingify, the company behind VWO and backed by Everstone, is merging with and 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 to 21, 2026, with multiple media publications covering it and both companies posting official announcements.
Customers typically continue as-is in the short term while the company aligns teams, product direction, and packaging. Larger platform changes take time.
Pricing does not always change immediately, but packaging and plans often evolve after consolidation. If you are close to renewal, it is worth confirming contract terms early.