Does your website use third-party services? Get GDPR compliant in minutes.
Try FlowConsentFree plan · 10-min setup
Intelligems is an A/B testing and personalisation platform built for Shopify and Shopify Plus stores. Merchants use it to test product prices, shipping rates, themes, content, checkout blocks and offers, then personalise the experience by audience. Intelligems assigns each visitor to a test group through a first party cookie and processes the data on US infrastructure, which makes it a measurement and profiling tool that requires prior consent under the GDPR and the ePrivacy Directive.
Intelligems is a US based experimentation and personalisation platform designed specifically for Shopify and Shopify Plus merchants. It lets brands A/B test product prices, shipping rates, theme variations, landing pages, checkout blocks, badges and offers, and personalise the experience for specific audiences. Once installed, Intelligems splits visitors into test groups, serves the right variant on the fly, and tracks the impact on conversion, revenue and profit per visitor.
From a technical point of view, Intelligems injects a JavaScript snippet into the Shopify theme and uses Shopify checkout extensions to deliver checkout level tests. Group assignment is stored in a first party cookie so the same visitor stays in the same group on subsequent visits during the test period.
Intelligems sets first party cookies on your store domain (typically named with the igems or intelligems prefix, for example igems_visitor and igems_test) to identify the visitor and remember the test variant assigned. The script also reads Shopify cart attributes, UTM parameters, device type, country, landing page, new versus returning status and basic event signals such as add to cart, checkout started and order placed.
This data is sent to Intelligems servers in the United States for analysis. When the merchant connects Intelligems to Klaviyo or to a customer data platform, the variant assignment and event data can be enriched with email or customer ID, which clearly qualifies as personal data under Article 4 GDPR.
Intelligems is a measurement and personalisation tool, so its cookies and identifiers are not strictly necessary under Article 5(3) of the ePrivacy Directive. Even when the cookie is first party, prior consent is required because the purpose of the processing is testing, segmentation and personalisation, not pure functional behaviour. The CNIL has consistently ruled that A/B testing and conversion measurement tools require consent unless they fall within a narrow audience measurement exemption with strict conditions.
Price testing carries an additional layer of legal risk. Personalised pricing based on segmentation can fall under Article 22 GDPR (automated decision making) and under consumer protection rules that require transparency on personalised prices, especially under the Omnibus Directive in the EU.
Get GDPR compliant in 10 minutes
Free plan available · No credit card required
Intelligems is headquartered in New York and runs its production stack on US cloud infrastructure. Any deployment on a website that targets EU or UK visitors involves an international transfer governed by Chapter V of the GDPR. The transfer must be covered by the EU US Data Privacy Framework, by Standard Contractual Clauses with appropriate supplementary measures, or by another valid Article 46 safeguard, plus a documented Transfer Impact Assessment.
To use Intelligems on a Shopify store that serves EU or UK customers, you should: load the Intelligems script only after the visitor has consented to analytics or marketing cookies, document the lawful basis (consent), name Intelligems and the United States transfer in your privacy and cookie policies, sign the Data Processing Addendum and rely on the EU US Data Privacy Framework or SCCs, run a DPIA when prices or offers are personalised, and provide a clear reject all option in your cookie banner.
With FlowConsent, you can block the Intelligems snippet by category (analytics or marketing) and release it as soon as the visitor opts in, so attribution and group assignment work without breaking compliance.
For merchants who want to keep A/B testing without sending personal data outside the EU, alternatives include Shoplift, VWO, Convert.com (with EU hosting options) and server side experimentation built on Cloudflare Workers or similar. If you stay on Intelligems, you can reduce the risk by avoiding the Klaviyo identity enrichment, by disabling cross domain tracking, and by limiting price testing to non discriminatory segments such as A versus B price points without personal targeting.
Websites using Intelligems must obtain user consent under GDPR regulations.
DPIA considerations
A Data Protection Impact Assessment is recommended when Intelligems is used for price testing, personalisation or segmentation that influences which offer is shown to which visitor. Key risks: behavioural profiling that can lead to differential pricing, combination with Shopify customer attributes, and transfer of EU and UK personal data to the United States. Document the lawful basis (consent), the necessity test, the transfer impact assessment, and the safeguards against discriminatory pricing.
Sample consent text
We use Intelligems to run A/B tests and personalise the prices, content and offers shown on our Shopify store. This involves storing a first party cookie on your device to keep you in the same test group on your next visit, and transferring this data to Intelligems servers in the United States. You can accept, refuse or customise these cookies and you can withdraw your consent at any time from our cookie preferences page.
Third-party domains contacted
intelligems.ioapi.intelligems.iocdn.intelligems.iotracker.intelligems.ioCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| igems_visitor | first_party | 1 year | First party visitor identifier set on the merchant domain to recognise returning visitors and keep them in the same A/B test cohort across visits |
| igems_test | first_party | 6 months | Stores the test variant assigned to the visitor for each running A/B test, ensuring a consistent experience for the duration of the experiment |
| igems_session | first_party | session | Session level identifier used to group events such as add to cart, checkout started and order placed within a single visit |
| igems_personalization | first_party | 1 year | Stores the personalisation segment of the visitor when Intelligems Personalization is used to serve different offers to different audiences |
Intelligems collects user analytics data — you legally need a consent banner. Try FlowConsent free.
Intelligems sets first party cookies on your store domain to identify each visitor and remember which test variant they have been assigned. Names typically use the igems or intelligems prefix (for example igems_visitor and igems_test). Cookies are set on your shop domain, not on a third party domain, but they are still used for testing and personalisation, not strictly necessary purposes.
Yes. Intelligems is a measurement and personalisation tool, so it falls outside the strictly necessary exemption of Article 5(3) of the ePrivacy Directive. Consent must be prior, freely given, specific, informed and unambiguous, and the reject all option must be as easy to use as the accept all option, in line with CNIL guidelines.
The lawful basis is consent under Article 6(1)(a) GDPR. Legitimate interest is generally not appropriate because the purpose involves profiling for testing and personalisation. When Intelligems is used for personalised pricing, you should also assess Article 22 GDPR on automated decision making and the consumer transparency rules of the Omnibus Directive.
Yes. Intelligems is a US based company with infrastructure in the United States. Visitor data, test assignments and conversion events are transferred to the US. The transfer must be covered by the EU US Data Privacy Framework certification, by Standard Contractual Clauses, or by another valid Article 46 GDPR safeguard, plus a documented Transfer Impact Assessment.
A DPIA is recommended when Intelligems is used for personalised pricing, segmentation or any test that materially changes the offer shown to a visitor. The combination of behavioural profiling, potential cross border transfer and the impact on consumer rights ticks several criteria from the EDPB DPIA list. Document the lawful basis, the data flows, the safeguards and the rights of the data subject.
Block the Intelligems script before consent through a CMP such as FlowConsent, classify the cookies under the analytics or marketing category, name Intelligems and the United States transfer in your privacy notice, sign the Intelligems DPA, run a DPIA for any pricing or personalisation experiment, and offer a clear reject all option in the banner. Test that the Intelligems snippet only loads after explicit opt in.
Alternatives include Shoplift, Convert.com (with EU hosting options), VWO, OmniConvert, and server side experimentation built on Cloudflare Workers or similar edge platforms. Some of these vendors host EU data in the EU by default, which simplifies the transfer compliance story. Native Shopify Markets features can also handle a subset of personalisation use cases without third party tracking.
List Intelligems in your cookie policy under the analytics or marketing category. Specify the cookie names (igems_visitor, igems_test and any other prefixed identifier), the purpose (A/B testing and personalisation), the duration, the controller and processor roles, and the fact that the data is transferred to the United States. Link to the Intelligems privacy policy and to your CMP preferences page so visitors can withdraw consent at any time.