Shopify Launches Rollouts, a Built-In Tool for Scheduling Theme Changes and Running A/B Tests on Storefronts

Shopify introduced Rollouts, a new feature that lets merchants schedule theme changes to go live at a specific date and time, set automatic revert dates for limited-time promotions, and run A/B tests comparing storefront changes against the current theme using real traffic. Merchants on Advanced and Plus plans can also target Rollouts to specific markets, enabling localized homepages or regional campaigns without manual intervention. The feature is available to all merchants on Basic plans and above via Markets in the Shopify admin.