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SShopify
Shopify
A/B TEST

Shopify cut Grow and Advanced plan prices back down

By , Co-founder, PricingSaaS

Published

Shopify lowered its Grow and Advanced plan prices a day after raising them.

See before and after

Shopify’s pricing page · Change detected

What changed

Shopify's annual-billed Grow plan price fell from $89 to $79 per month, Advanced fell from $359 to $299 per month, and Basic held at $29, according to Shopify's pricing page on Oct 16, 2026. The cut reverses a hike to Grow and Advanced that Shopify made a day earlier, consistent with an A/B experiment arm flipping back.

Why it matters

For a product leader, a page that raises its price and drops it back within a day is more useful as a signal about how aggressively companies now test prices before committing to them than as a read on Shopify's actual intent. A buyer who checked Shopify's pricing page a day earlier would have paid more for the same Grow or Advanced plan than one who checked after this change — a reminder that the number you see on a pricing page can be one arm of a live test, not a final price, and that running your own test carries the same risk if customers compare notes or screenshot it. Watch whether Shopify's page returns to its higher Grow and Advanced prices in the coming weeks, since a return would mark this as a live experiment rather than a two-day change of mind.

In context

Shopify's own page has moved fast lately: Pulse has logged 20 real pricing changes on it since Jan 1, 2024, six of them in the last 90 days, including the Grow and Advanced price increase on Oct 15, 2026, a Shopify Plus cashback cut on Oct 2, 2026, and a payment-processing fee reveal on Sep 15, 2026. A plan priced higher one day and lower the next, with no promo badge or end date on the page, looks more like one arm of an A/B test flipping back than a considered repricing — Shopify has not said which. Price increases are common across the market this quarter, as seen at companies like Hover and Chilipublish, but a same-plan reversal inside a single day is unusual even among them.

Common questions

Does this mean Grow and Advanced are back at their old price for good?

Not necessarily — Pulse has no signal either way yet; if Grow and Advanced return to their higher prices on Shopify's page in the weeks ahead, that would point to a live test rather than a one-off correction. Check Shopify's pricing page directly before assuming either price is final.

Should we expect our own price tests to look like this if customers screenshot them?

Any plan-level A/B test risks the same exposure Shopify just got: a customer or tracker spotting both prices within a day or two creates exactly this kind of flip-flop story. If you're testing seat or plan prices, stagger tests by cohort rather than by full page swaps to avoid a visible overnight reversal.

What would this price swing cost a growing team?

Multiply your plan by the number of months you're on it, using whichever price is live when you check: Grow is $79/mo and Advanced $299/mo now, according to Shopify's pricing page on Oct 16, 2026. For most teams checking once, the exposure is a one-day coincidence, not a real cost.

Sources