[Shopify Rollouts] – How to AB Test in Shopify

If you’ve been paying an app subscription just to A/B test your Shopify theme or checkout page, you’re about to save some money. Shopify quietly rolled out a brand-new native feature called Rollouts, and it lets you run A/B tests directly inside your Shopify admin – no third-party app required.

In this guide, we’ll walk you through exactly how to set up your first A/B test using Shopify Rollouts, step by step, so you can start optimizing your store’s conversion rate today.

What Is Shopify Rollouts?

Shopify Rollouts is a built-in A/B testing tool found under the Markets section of your Shopify admin. It allows store owners to test changes to their theme sections and checkout & accounts settings against a percentage of live traffic – then decide whether to roll the change back or apply it permanently once the test ends.

In short: it’s Shopify’s answer to expensive third-party split-testing apps, built right into the platform you’re already using.

Why This Feature Matters for Your Store

• No extra app costs – one less subscription eating into your margins
• Native integration – no code conflicts or theme performance issues from third-party scripts
• Direct control over checkout testing – something most apps couldn’t touch before
• Simple percentage-based traffic splitting – set it and let it run

Now let’s get into the step-by-step process.

Step 1: Find Rollouts in Your Shopify Admin

Head to your Shopify admin and click on Markets. Inside, you’ll see a new tab labeled Rollouts – this is where all your A/B testing lives.

Step 2: Create a New Rollout

Click Create Rollout and give it a name. A simple approach: name it by date (e.g., “June 14 Hero Section Test”) so you can easily track your testing history later.

Click Save once you’ve named it.

Step 3: Choose What You Want to Test

Click Add Any Change. You’ll see two options:

1. Online Store Theme – test changes to sections, layouts, or even swap your entire theme
2. Checkout and Accounts – test different checkout configurations

We’ll start with the theme section test first.

Step 4: Edit Your Theme Section for Testing

Click Edit next to the theme option. Here, you can hide, delete, or add new sections – this becomes your “treatment” version (the B in your A/B test).

For example, you could hide your hero banner to see if removing it improves conversions or bounce rate. Once you’re happy with the change, click Save.

You’ll notice a small rollout icon appear next to the modified section – this confirms it’s tied to your test.

Step 5: Set Your Launch Percentage

Back in your Rollout settings, you’ll see a launch range slider. This determines what percentage of your visitors will see the new treatment version.

• 100% = everyone sees the change
• 50% = half your traffic sees the original, half sees the treatment
• 33% = a smaller slice tests the treatment

Note: Shopify Rollouts currently supports A/B testing only – not A/B/C testing – so adjusting the percentage simply changes the traffic split between your two versions.

Step 6: Schedule Your Start Date

Click Select Date and Time. You have two options:

• Check the box to launch immediately
• Or pick a future date to schedule your test to begin later

This is useful if you want to plan tests around product launches, sales events, or campaigns.

Step 7: Set Your End Date and Post-Test Behavior

This is the most important step. Decide:

1. When the test ends (e.g., two weeks after launch)
2. What happens after it ends – you have two choices:
   • Roll back to 0% – revert to your original live version
   • Apply treatment permanently – keep the winning change live for all visitors

Choose based on your test results and business goals, then click Save.

Step 8: Testing Checkout & Accounts Configurations

Want to test your checkout page too? Here’s how:

1. Create a new Rollout and name it (e.g., “Checkout Test”)
2. Click Add Any Change → select Checkout and Accounts
3. Click into Checkout Settings
4. Duplicate your current configuration using the three-dot menu
5. Edit the duplicate – you can adjust:
   • Header position (full width or centered)
   • Logo settings
   • Order summary background color and imagery
   • Footer and policy page positioning

Once your new configuration is ready, go back to your Rollout, click Add Any Change, and select Replace your current configuration with another. Choose your new duplicated configuration, then set your traffic percentage, start date, and end date just like you did for the theme test.

Final Thoughts

Shopify Rollouts is still new, and Shopify itself acknowledges there’s a bit of a learning curve. But for store owners who want to test theme changes or checkout configurations without paying for another app, this feature is a big win – especially for conversion rate optimization on a budget.

If you’re running an active Shopify store, now’s the time to experiment with Rollouts and see what moves the needle for your audience.

Looking for free, ready-to-use Shopify sections built from real client feedback? Check out our open-source GitHub repository and start customizing your store today.