Shopify just launched their 2026 Winter edition for updates to their platform: backend, frontend, retail, hardware and online over all. One feature, Rollout, let’s you run a/b tests on Shopify natively.

This update has a cool new feature called Rollout, which is going to help a lot of brands do more scheduled theme changes and a/b tests with their Shopify store. A lot of the times you needed one or multiple apps to do a/b testing, depending on what your technology stack looked like along side Shopify.

The feature is not live for everyone but you can request access to the new phased release on the Shopify Winter Edition 2026 page.