The documentation states: maximum of 12 A/B test segments and Maximum of five test segments within a test, but I cannot find anything about maximum number of tests.
I'm also aware that if a participant falls into the first test they qualify for then they won't fall into the second they also qualify for. So it's more around quantity running at the same time.
Hi @Adam Lane, 12 is also the maximum number of active A/B Tests as long as the total segments for all active A/B tests doesn't exceed 12 (https://help.salesforce.com/s/articleView?id=cc.b2c_ab_test_segments.htm&type=5). However, depending on the experience and trigger of the A/B tests and site traffic, I would recommend to perform only a few tests in parallel because a shopper can participate only in one test at a time and experiences can overlap and hence tests influence each other.