Shopify Rollouts: Native A/B Testing Is Here - But Most Brands Still Won't Use It Properly

Teams often run overlapping tests, change too many variables, or stop winners before significance. Native tooling does not replace a CRO process.

Use rollouts well

• One primary metric per test
• Document control and variant in theme changelog
• Bake winners into the main theme promptly
• Review losing variants for qualitative insight