Klaviyo
Email, SMS and customer data platform built for ecommerce brands
Klaviyo is a email marketing tool for E-commerce and Small businesses, offered as freemium ($20/mo). Founded in United States in 2012. Popular alternatives include Yotpo, Omnisend.
About Klaviyo
Klaviyo is a marketing automation and customer data platform founded in Boston in 2012 by Andrew Bialecki and Ed Hallen, and listed on the New York Stock Exchange since its 2023 IPO. It became the default email tool for Shopify stores by syncing order, browsing and product data in real time, so brands can send messages based on what each customer actually did. Klaviyo now describes itself as a B2C CRM covering marketing, service and analytics.
Core capabilities are email and SMS campaigns, automated flows such as abandoned cart and post-purchase, signup forms, deep segmentation, predictive analytics for lifetime value and churn risk, reviews, WhatsApp and mobile push. Customer Hub, Helpdesk and the AI Customer Agent extend it into support, and Composer is an AI agent that builds campaigns and flows from a prompt. Pricing is based on active profiles: the free plan covers 250 profiles, Email starts at $20 per month for 500 profiles and rises with list size, and SMS credits are bought on top.
Klaviyo fits Shopify and other ecommerce brands that want revenue attribution and data-driven automation. Mailchimp is simpler and cheaper for general newsletters, Brevo prices by send volume rather than contacts and suits budget-conscious stores, and Customer.io targets product-led SaaS messaging.
Buying tip: Klaviyo bills on active profiles, so suppressing unengaged contacts directly lowers your bill. SMS is available only in supported countries and is priced per credit by destination, and Composer adds $20 per month with usage-based overages.
Key features of Klaviyo
- Real-time sync of orders, browsing and catalog data from Shopify and others
- Prebuilt flows for abandoned cart, browse abandonment and win-back
- Email, SMS, MMS, WhatsApp and mobile push in one platform
- Predictive analytics for customer lifetime value and churn risk
- Signup forms and pop-ups with A/B testing
- Composer AI agent that builds campaigns and flows from prompts
- Customer Hub and Helpdesk with an AI Customer Agent
- Revenue attribution reporting per campaign and flow
Pros and cons
Pros
- Best-in-class ecommerce data integration, especially with Shopify
- Powerful segmentation and automation templates out of the box
- Clear revenue attribution makes ROI easy to prove
- Large agency and app ecosystem
- Free plan to start for small stores
Cons
- Gets expensive as active profile counts grow
- SMS is limited to supported countries and priced per credit
- Learning curve for advanced segmentation and analytics
- Less suited to non-ecommerce or B2B use cases
Klaviyo pricing
Klaviyo uses a freemium model.
| Plan | Price | Includes |
|---|---|---|
| Free | $0 | 250 active profiles, 500 sends/mo, $5 mobile messages, $5 Composer |
| $20 / mo | From 500 active profiles; price scales with profile count | |
| Email + SMS | $35 / mo | From 500 profiles; includes monthly SMS/MMS credits |
| Composer | $20 / mo | AI marketing agent add-on; $10 top-ups for extra usage |
Source: www.klaviyo.com · checked on Oct 20, 2026
How Klaviyo compares in Email marketing
- Rank by votes
- #1 / 26
- Starting price
- $20
- Free alternatives
- 2
0 votes from members
3% above the category median ($20/mo)
Free or open-source tools in Email marketing
Klaviyo ranks #1 of 26 email marketing tools by community votes and is priced in line with the category.
Common use cases
- 1Abandoned cart and browse abandonment flows for a Shopify store
- 2Segmenting VIP customers by predicted lifetime value
- 3Running SMS promotions for product drops in the US
- 4Collecting and displaying product reviews in emails
- 5Win-back campaigns for customers at risk of churning
- 6Answering order questions with the AI Customer Agent
Best for
Ecommerce brands, especially on Shopify, that want data-driven email and SMS automation with clear revenue attribution.
Not ideal for
Bloggers, B2B companies or very price-sensitive senders with large lists (Mailchimp, Brevo, Customer.io).
Integrations
- Shopify
- WooCommerce
- BigCommerce
- Adobe Commerce
- Gorgias
- Recharge
- Meta Ads
- Zapier
Our take
Klaviyo remains the strongest email and SMS platform for ecommerce, and its AI agents keep widening the lead. Start on the free plan, keep your list clean to control profile-based costs, and compare with Brevo if budget matters more than depth.
FAQ
- What is Klaviyo?
- Klaviyo is a Email marketing tool: Email, SMS and customer data platform built for ecommerce brands.
- How much does Klaviyo cost?
- Klaviyo uses a Freemium model; paid plans start at $20 per month.
- What are the best alternatives to Klaviyo?
- Community-listed alternatives to Klaviyo include Yotpo, Omnisend.
- What does Klaviyo integrate with?
- Klaviyo integrates with Shopify, WooCommerce, BigCommerce, Adobe Commerce, Gorgias, Recharge and more.
- Which platforms does Klaviyo support?
- Klaviyo is available on web, ios, android.
- Who is Klaviyo for?
- Ecommerce brands, especially on Shopify, that want data-driven email and SMS automation with clear revenue attribution.
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