Privalia: Centralization of A/B Testing in Global Fashion E-commerce
Privalia is the leading online fashion outlet, created in 2006 in Barcelona as a digital shop offering daily sales of top brand products at exceptional prices, exclusively for its registered customers. With a team of more than 1,000 people worldwide, the company works passionately to inspire people every day to feel better and save money.
The company is a leader in four markets — Spain, Italy, Brazil, and Mexico — and thanks to efficiency and innovation, especially through its mobile channel, it has reached more than 34 million registered users and over 25.8 million app downloads. In 2016, it was acquired by the French vente-privee Group, creator and global leader of the “flash sales” concept.
Privalia needed a more efficient way to run A/B tests across its platforms. The use of multiple tools with decentralized information resulted in errors and a high margin of mistakes, making it difficult to validate hypotheses, execute experiments, and analyze results in a single environment.
The challenge was to build a centralized system capable of managing experiments on Web, Android, and iOS, reducing the time spent on experimentation and ensuring greater accuracy of results.
Privalia’s experimentation process
The project started from an Open Source solution, which was extended with the specific functionalities required by Privalia’s business team. During this process, Test-Driven Development (TDD) practices were applied to ensure quality and reliability.
In addition, SDKs were created for different technologies to provide a consistent experience across the ecosystem: Flow for frontend, Kotlin for backend, and dedicated SDKs for iOS and Android.
Technologies used
Kotlin, Flow, Jest, Wallaby.
Results
- Centralized platform to run A/B tests across all environments
- Improved efficiency and accuracy in experiment analysis
- Significant reduction in the time required for experimentation
- Consistent experience across Web, Android, and iOS
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