News - Episerver to acquire Optimizely

September 3rd, 2020. Episerver, a member of our ecommerce platform shortlist, has announced its acquisition of Optimizely subject to the normal regulatory approvals expected by end of 2020. Optimizely is an A/B testing company, its software enables ecommerce companies to test the effectiveness of variations of a page. By showing a small percentage of visitors a new variation of a page, for example a new "add to cart" button, the likelihood of a visitor to add a product to cart with each variation can be tested. The winning formula can then be extended to all future visitors. 

Optimizely states it has 900 customers, including Gap, Nike, Peloton and Uber, and a history of 2 million experiments run.

This article was updated on March 2, 2021

M Ryan

M Ryan is an ecommerce consultant with twenty years experience working with retailers, consumer brand manufacturers and other consumer-facing businesses helping them to develop their ecommerce strategy, implement ecommerce technology and improve their ecommerce operations. He works extensively throughout US and Europe, with clients including global brands, large retailers and household names in consumer goods.