Companies Using Varify

Varify's customer list is shaped by its price more than by anything else. A domain counts here when a page loads Varify's script from app.varify.io or runs its JavaScript. Our October 2026 crawl finds 2,269 domains, 14th of 33 tools in A/B testing, and 1,002 of them match a named company. To test the rule I opened 40 random domains in a browser. Four didn't load; all 36 that did ran Varify, and on every one I could read the account id.

Accounts, not agencies

Each Varify install sets an account id, and the script fetches its experiments from app.varify.io under that id. Across the 36 sample domains there were 33 ids, and the three shared ones each stayed inside one owner: sevdesk's .com and .fr, two Sissy-Boy country sites, and a travel brand's old and new domains. The 73 company pages where I read an id tell the same story, ten Brazilian brands included, each on its own id. Webranking, an Italian agency, runs Varify on its own site under its own id, and Drykorn even serves the script from its own subdomain. No agency or platform account turned up. What the domain count does carry is aliases: 19 of the 40 forwarded to another domain.

Sales signal: one id is one buyer, and Varify prices per website, so dedupe a Varify list by redirect target before you size it. The 2,269 domains are fewer accounts than that.

The line since June

The chart reads 1,652 domains in June 2026, 2,150 in July, 2,180 in August, 2,198 in September and 2,269 in October. The June to July step is mostly ours: the set of domains we crawl turns over every month, with dead sites dropping out and new ones added, and our crawl covered more of the web while our detection widened. After July the line is close to flat. Churn is easier to read. Since we started tracking Varify on 16 March 2026, 689 domains have dropped it from at least one hostname. 68 still run it on another, so 621 dropped it everywhere we look.

"Varify's list is what a flat price per website buys you: small German and Dutch shops, a third of them on Shopify, each with its own account." - Sophie Clarke, Product Marketing Manager at TechnologyChecker.io

Sales signal: 621 leavers in seven months against 2,269 live domains is real churn for a subscription tool. The leavers are a list of shops that have tried testing and stopped, which is a better lead than a cold one.

Who the customers are

Of 927 matched companies with a known size, 591 (63.8%) have 50 staff or fewer, and only 43 (4.6%) have more than 1,000. Kameleoon's profile shows 18.5% above 1,000 and VWO's 6.12%. Age puts Varify in the middle: 40.37% of matched companies were founded in the 2010s and 10.96% in the 2020s, close to VWO's 10.52%. 682 of the 2,260 live domains (30.2%) are Shopify stores, and in my sample every one ran its own account. The bigger names include Vestel, Foxtons, Uninter, Vectra and Luzerner Kantonalbank, mostly on their main sites, while NRC runs Varify on its subscriptions site and ShipBob on its resource library.

Sales signal: the typical Varify buyer is an e-commerce manager or founder at a small shop who owns analytics too. Pitch tools that sit beside GA4 and Shopify, not enterprise platforms.

Germany first, Brazil fifth

Germany has 312 matched companies, the United States 146 and the Netherlands 139, then the United Kingdom (69) and Brazil (67). With Switzerland and Austria, German-speaking countries reach 342. Varify's about page puts its headquarters in Munich and says it is used in more than 30 countries; its website runs in seven languages, Portuguese and Turkish among them, and Brazil (67) and Turkey's Vestel and Lufian both show up here. Industries are retail-led: Retail (12.51%) and Retail Apparel and Fashion (5.09%) add up to 17.6%, and fitness, hospitality and publishing follow.

Sales signal: for DACH and Benelux e-commerce, this is a dense list of shops already paying for testing. Brazil is the outlier worth a separate look, with brands such as Uninter, Melissa, Colcci and Cora.

Rivals on the same sites

VWO (47,938 domains) and Optimizely (45,810) are about 20 times Varify's size. Varify's biggest overlap is with VWO: 127 domains run both today, and 127 of the 226 ever seen with both still do. The others are small, 15 with Optimizely, 16 with Kameleoon and 16 with AB Tasty, and none of these pairs passes our switching tests. Varify's about page says it repositioned in 2023 as a Google Optimize alternative, after Google shut Optimize down on 30 September 2023. 21 live Varify domains still carry an Optimize tag that no longer does anything.

"One Varify site in eighteen also runs VWO. I can't tell from the crawl which tool is on its way out, so I treat those 127 as shops comparing, not switching." - Sophie Clarke, Product Marketing Manager at TechnologyChecker.io

Sales signal: the 127 domains running both tools are paying twice for testing. That's the clearest consolidation conversation on this list, for either vendor.

The stack around it

These percentages are of the 2,260 live Varify domains. Google Analytics runs on 78.94%, against 55.92% on Kameleoon's domains, which fits Varify's model: its plans page says experiment data is imported from Google Analytics 4 or BigQuery. Google Tag Manager is on 89.16%. Microsoft Clarity is on 46.11% and Hotjar on 14.38%. Consent comes from Cookiebot (16.77%), Cookie Control (16.59%) and Usercentrics (10.31%), and WordPress is on 15.22%.

Sales signal: a Varify site measures in GA4 and records sessions in Clarity. Analytics consultancies and GA4 tooling have an obvious opening here.

What it costs

Varify's plans page (checked 13 October 2026) lists Growth at €199 a month billed annually, or €249 month to month, for one website, unlimited traffic and five active experiments. Pro is €249 billed annually (€349 monthly) with unlimited experiments and AI features paid in credits, and Enterprise starts at €799 a month billed annually. Every self-serve plan starts with a 15-day free trial. The unlimited traffic applies when results come from GA4 or BigQuery; with other analytics tools, Varify's Realtime Tracking is priced by traffic.

Sales signal: because the price is per website, a shop with many country domains either pays for each or asks for a custom deal. Multi-domain brands on this list are the likeliest upgrades to Enterprise.

Key takeaways

1. 2,269 domains, 14th of 33 in A/B testing with a 0.4% share.

2. Every account id I read belonged to one owner; 19 of 40 sample domains forwarded elsewhere.

3. Germany (312) leads the United States (146), and 30.2% of live domains are Shopify stores.

4. 63.8% of matched companies with a known size have 50 or fewer staff.

5. 127 domains run Varify and VWO together today.

How to use this list

Filter by country and platform, then group domains by redirect target before you count accounts. For the full list of 2,269 Varify domains with company, size and stack data, explore TechnologyChecker.io.