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Klaviyo
The default email and SMS platform for serious online stores.
Klaviyo has earned its place. If you run a Shopify, BigCommerce or Magento store doing more than a few hundred orders a month and you are not on Klaviyo, you are almost certainly leaving revenue on the table. The ecommerce integrations are the deepest in the category, the default flows (welcome, browse abandon, cart, post-purchase, win-back) work out of the box, and the segmentation pulls from every piece of store data you would ever want.
What separates it from Mailchimp is the data model. Klaviyo treats every event, every product view, every order line item as something you can segment and trigger on. That is why brands migrate once they cross roughly $50k monthly revenue. Below that, the price is hard to justify, and Mailchimp or Shopify Email will cover the basics.
The price is the real conversation. The free tier up to 250 contacts is generous for testing, but the bill scales with active profiles, and SMS on top is billed separately. At 50,000 profiles plus SMS, expect to be spending $800 to $1,200 a month, more if you run a lot of sends. It is, usually worth it, but forecast it properly.
Deliverability is excellent, the template editor is good, and the new AI tools for subject lines and segment suggestions are useful rather than gimmicky. The honest weakness is that Klaviyo for non-ecommerce (B2B, publishers, services) feels like wearing a wetsuit to a dinner party. It works, but it is not designed for you.
What works
- Deepest Shopify and BigCommerce integrations anywhere
- Event-level data model you can actually segment on
- Default flows work out of the box with minimal tuning
- SMS and email on one platform with unified attribution
- Reporting credits revenue per campaign clearly
- AI features earn their keep, rather than just existing
Watch out for
- Bill scales quickly past 25,000 active profiles
- SMS is billed on top of email, easy to forget
- Overkill and miscast for non-ecommerce businesses
- Template designer is capable, but not delightful
- Deep segmentation has a learning curve
Pricing in 2026.
- ◆ All email features, just capped
- ◆ 150 free SMS credits
- ◆ Full automation flows
- ◆ All integrations included
- ◆ Klaviyo branding on emails
- ◆ Remove Klaviyo branding
- ◆ Unlimited email sends
- ◆ A/B testing and benchmarks
- ◆ All 300+ integrations
- ◆ Email support included
- ◆ Everything in 10k tier
- ◆ Higher send limits
- ◆ Priority email support
- ◆ Customer data platform features
- ◆ SMS billed separately on top
Prices in USD, usage-based on active profiles. SMS is billed separately per message and country. Always check klaviyo.com/pricing with your real list size. Verified April 2026.
Who it is for.
A good fit if
- Shopify or BigCommerce brands doing 500+ orders a month
- DTC businesses past $50k monthly revenue
- Stores running SMS and email as one channel
- Teams ready to segment by product, not just list
- Subscription commerce and high-LTV ecommerce
Probably not for you if
- B2B companies ActiveCampaign or HubSpot fit better
- Publishers or services running newsletters Mailchimp is cheaper
- Stores under 2,000 contacts with tight margins
- Teams unwilling to invest in segmentation thinking
Getting it live.
Two weeks covers most Shopify migrations. Add a week if you are also migrating SMS subscribers, which needs consent audit and re-permissioning in many regions.
- ◆ Connect your store and let historical data backfill
- ◆ Authenticate your sending domain properly
- ◆ Install the on-site form and web tracking snippet
- ◆ Confirm product catalogue, customers and orders have synced
- ◆ Turn on the five core flows: welcome, browse, cart, checkout, post-purchase
- ◆ Build core segments: engaged 30/60/90, VIP, at-risk, first-time buyer
- ◆ Map revenue goals on every flow and campaign
- ◆ Send a small warm-up campaign before pushing volume