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Privy

MARKETING
Velocity7.5

Privy ships A/B testing, MCP integration, and checkout abandonment flows in a rapid automation buildout.

email-marketingecommercemarketing-automationshopifymcpsms
◆Current state
Privy is executing a fast expansion from its popup/form origins into a full e-commerce marketing automation suite. Over the past three months: A/B testing for email campaigns (up to 5 variants with auto-winner selection), MCP server integration for AI assistant access, checkout abandonment flows for Shopify, Facebook Custom Audiences, and dynamic product recommendations in campaigns. The pace is one major feature per two to three weeks.
◆Where it's heading
Privy is methodically closing the feature gap with Klaviyo and Omnisend for small-to-midsize Shopify stores. Each release targets a capability that larger platforms already have: A/B testing, abandonment flows, Facebook audiences, AI assistant integration. The MCP server signals that Privy expects its users to manage campaigns via AI assistants, not just the dashboard.
◆Prediction
Expect SMS A/B testing and cross-channel automation triggers next. The MCP server will likely expand from read-only to write-capable actions within a few releases, enabling AI assistants to draft and schedule campaigns directly.

◆Recent moves

  1. 12d ago

    SMS A/B Testing, Canva Integration and Customizable Attribution Windows

    View source ↗
  2. 19d ago

    Tag on Click, Exclude Products, and Preview Product Recommendations

    Tag-on-click adds behavioral tagging from email and SMS link clicks, while product exclusions in dynamic blocks give merchants control over which products surface in recommendations — both extend the platform's segmentation and personalization surface.

    View source ↗
  3. 28d ago

    A/B Testing for Email Campaigns

    ⚡ SPARK

    A/B testing for email campaigns (up to 5 variants, choice of Click Rate or Order Rate as winning metric, configurable test duration, auto-winner selection) is the most-requested feature gap against Klaviyo closed in a single release — a direct answer to why stores were leaving Privy for larger platforms.

    View source ↗
  4. 1mo ago

    Privy MCP, Timezone Sending, and Improved Product Blocks for BigCommerce

    ⚡ SPARK

    Privy MCP launches as a read-only server on paid plans, letting AI assistants (ChatGPT, Claude, Gemini, Cursor) query campaigns, contacts, coupons, flows, orders, products, and segments — the first time Privy's data is accessible to AI-native workflows outside the dashboard.

    View source ↗
  5. 1mo ago

    Checkout Abandonment and New Asset Manager

    Checkout Abandonment Flows bring Privy's triggered email capability to the highest-intent moment in Shopify: a started checkout with items in the cart. The cart block shows exactly what was left behind, and exit conditions (purchase, subscription) prevent unnecessary sends.

    View source ↗
  6. 2mo ago

    Facebook Custom Audiences, Flow Completed Triggers, and Redesigned Settings

    Facebook Custom Audiences lets merchants connect Privy segments to Facebook for retargeting and lookalike targeting with automatic sync as segment membership changes — a meaningful channel expansion that doesn't require manual audience exports.

    View source ↗