A/B testing Used by UK B2C Companies: Market Share (2026)
A/B testing detection across 1,822 of 84,728 trading UK B2C companies, with Trident AB accounting for 71.4% of detected use.
Among 84,728 trading UK B2C companies, 1,822 have a detectable A/B testing system across 8 systems. Trident AB accounts for 71.4% (1,300) of those detected companies, well ahead of VWO at 10.0% (183), Google Optimize at 6.1% (111) and Optimizely at 4.9% (90).
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The same pattern holds across company size bands. Trident AB leads Under 10 employees with 71.4%, 10–50 employees with 73.5%, and Over 50 employees with 57.8%.
The tail is spread across smaller installed bases: Zoho PageSense has 3.6% (66), Convert Experiences has 3.3% (60), AB Tasty has 1.8% (33), and Varify has 1.6% (29). Several systems therefore appear in the market, but most detectable usage sits with one product.
1,822
B2C with detected A/B testing
Of 84,728 UK B2C
2.2%
Detection rate
2026
8
Systems detected
In this category
71.4%
Leader share
Trident AB
UK B2C A/B testing market share
Share of the 1,822 UK B2C with a detectable system. As of June 2026.
A/B testing compared
| System | UK B2C | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Trident AB | 1,300 | 71.4% | 7 | 19.8% | Median 7-headcount B2C teams |
| VWO | 183 | 10% | 6 | 22.4% | Median 6-headcount B2C teams |
| Google Optimize | 111 | 6.1% | 5 | 26.1% | Median 5-headcount B2C teams |
| Optimizely | 90 | 4.9% | 3 | 24.4% | Median 3-headcount B2C teams |
| Zoho PageSense | 66 | 3.6% | 7 | 25.8% | Median 7-headcount B2C teams |
| Convert Experiences | 60 | 3.3% | 7 | 20% | Median 7-headcount B2C teams |
| AB Tasty | 33 | 1.8% | — | — | Buy these companies as a spreadsheet → |
| Varify | 29 | 1.6% | — | — | Buy these companies as a spreadsheet → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading A/B testing system shifts with company size: among UK B2C with under 10 employees, Trident AB leads at 71.4% of the 1,199 with a detectable system; among UK B2C with 10–50 employees, Trident AB leads at 73.5% of the 533 with a detectable system; and among UK B2C with over 50 employees, Trident AB leads at 57.8% of the 90 with a detectable system.
Under 10 employees
71.4% of band
Under 10 employees is the largest band, with 1,199 detected companies. Trident AB leads with 71.4%, while the remaining share is split across smaller A/B testing systems.
10–50 employees
73.5% of band
10–50 employees covers 533 detected companies and is even more concentrated around Trident AB, which holds 73.5% of the band. This is the clearest mid-sized B2C segment in the market.
Over 50 employees
57.8% of band
Over 50 employees contains 90 detected companies, with Trident AB still ahead at 57.8%. Larger B2C companies show a less concentrated mix than the two smaller bands.
How A/B testing usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.
UK B2C by A/B testing
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Frequently asked questions
What is the most-used A/B testing among UK B2C companies?
How many UK B2C companies have a detectable A/B testing?
What is a A/B testing?
How is A/B testing usage detected?
Which has more UK B2C companies, Trident AB or VWO?
What is the best A/B testing for UK B2C companies?
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