Pricing: Paid
Verified: Yes
Editor rating: 4.2/5
Updated: August 2026
Email and SMS marketing automation platform built for e-commerce with behavioral segmentation and revenue attribution.
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Editor's Verdict
Official ReviewKlaviyo's native e-commerce data integration and behavioral segmentation capabilities make it one of the most capable email and SMS platforms available for direct-to-consumer online retailers, with a free tier that lets small stores start without upfront cost. Per-profile pricing scales with list size and can become a significant expense for growing brands, so cost modeling against projected list growth is important before moving to paid plans.
4.2 / 5.0
Editor RatingReviewed by Sohail Akhtar
Lead Editor & Founder
Pros
What we like
- Deep native integration with major e-commerce platforms like Shopify and WooCommerce enables behavioral segmentation based on real purchase data, which general-purpose email tools cannot match without custom development
- Per-campaign and per-flow revenue attribution gives marketing teams concrete data to measure the direct commercial return of email and SMS activity
- A permanently free plan for up to 250 profiles allows small online stores to test and use the platform's core features without an upfront financial commitment
Cons
Limitations
- Pricing scales with active profile count rather than a flat rate, which can make costs grow significantly as a contact list expands — teams should model projected costs against list growth before committing
- The platform's full feature set is designed around e-commerce data pipelines, making it less suitable for businesses without an online store integration or those whose marketing needs are primarily list-based newsletter distribution
Pricing
| Plan | Details |
|---|---|
| Free | Up to 250 active profiles. Includes 500 email sends per month, 150 SMS credits, basic email templates, drag-and-drop editor, Customer Hub, built-in reporting, and email support. |
| Paid | Paid plans scale by active profile count, adding higher email sending volumes, increased SMS credits, and advanced features. Pricing confirmed at klaviyo.com. |
Klaviyo offers a free plan for accounts with up to 250 profiles, including 500 email sends and 150 SMS credits per month. Paid plans scale by active profile count and include higher sending volumes, additional SMS credits, and access to advanced features. Current tier pricing should be confirmed at klaviyo.com as rates are updated periodically.
What is Klaviyo?
Quick Summary
Klaviyo is an email and SMS marketing automation platform built for e-commerce businesses, integrating directly with Shopify, WooCommerce, BigCommerce, and other store platforms to drive campaigns from real-time customer behavior data. It enables marketing teams to automate personalized messages based on purchase history, browsing activity, cart events, and predictive analytics without requiring developer involvement. Klaviyo is used by direct-to-consumer brands to manage the full lifecycle of customer communication, from acquisition through retention.
Klaviyo is a marketing automation platform that combines email and SMS campaign tools with a built-in customer data engine designed specifically for e-commerce. It integrates directly with major online store platforms — including Shopify, WooCommerce, BigCommerce, and Magento — and ingests behavioral signals such as purchase history, browsing activity, product views, and cart events. This data powers Klaviyo's segmentation engine, which allows marketers to build audience segments based on specific actions, predicted lifetime value, purchase frequency, and lifecycle stage rather than relying on static contact lists. Klaviyo is primarily used by direct-to-consumer e-commerce brands ranging from early-stage online stores to large multi-channel retailers. Find related tools. Typical automation workflows include welcome series for new subscribers, abandoned cart recovery flows, post-purchase follow-up sequences, replenishment reminders, and win-back campaigns for lapsed customers. Marketing teams use the drag-and-drop email builder, pre-built flow templates, and A/B testing tools to manage campaigns without developer resources. The analytics dashboard attributes revenue per campaign and per automation flow, giving teams direct visibility into the commercial impact of their email and SMS activity Try this alternative.
Read the full overviewShow less
Klaviyo's primary strength is the depth of its e-commerce data integration, enabling segmentation and automation logic that general-purpose email platforms cannot match without custom development. A free plan is available for accounts with up to 250 profiles, which includes 500 email sends and 150 SMS credits per month — sufficient for small stores evaluating the platform. Find related tools. Paid plans scale by active profile count, with pricing tiers and send limits that should be confirmed at klaviyo.com as they are updated periodically. The platform is best suited for online retailers that want email and SMS marketing tied directly to customer purchase behavior, rather than general-purpose newsletter distribution Try this alternative.
Associated Tags
email marketing automation, SMS marketing, e-commerce marketing, customer segmentation, behavioral targeting, marketing automation, Shopify email marketing
Key Features
E-commerce platform data integration
Email and SMS campaign automation
Behavioral customer segmentation engine
Pre-built automation flows and templates
Revenue attribution analytics per campaign
A/B testing for emails and automations
Free plan for up to 250 active profiles
Target Audience
Who should use Klaviyo?
Direct-to-consumer e-commerce brands using Shopify, WooCommerce, or BigCommerce that want email and SMS tied to purchase behaviorMarketing teams managing abandoned cart recovery, post-purchase sequences, and lifecycle campaigns without developer supportGrowing online retailers that need scalable email and SMS automation as their customer list expandsE-commerce managers who require revenue attribution reporting to justify marketing spend per campaign and flowSmall online stores evaluating email marketing platforms using Klaviyo's free plan before committing to a paid tier
Real Use Cases
How professionals leverage Klaviyo – Email & SMS Marketing Automation for E-commerce
Discover practical workflows and real-world scenarios where Klaviyo delivers key solutions.
01
Automating an abandoned cart recovery email sequence that triggers based on a shopper leaving items in their cart without purchasing
02
Sending post-purchase follow-up emails timed to a customer's typical replenishment window based on the product they bought
03
Segmenting customers by predicted lifetime value to target high-value buyers with exclusive offers separate from the general subscriber list
04
Building a welcome series for new email subscribers that introduces the brand and drives a first purchase using behavioral triggers
05
Running A/B tests on subject lines and send times to optimize open rates and click-through performance across active campaigns
06
Integrating SMS into an existing email automation flow to reach customers on their preferred channel at key moments in the purchase journey
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Frequently Asked Questions
What is Klaviyo?
Klaviyo is an email and SMS marketing automation platform built for e-commerce that integrates with Shopify, WooCommerce, and similar platforms to enable behavioral segmentation, automation flows, and revenue attribution.
Does Klaviyo have a free plan?
Yes. Klaviyo's free plan supports up to 250 active profiles and includes 500 email sends and 150 SMS credits per month at no cost.
How does Klaviyo pricing work?
Paid plans scale by the number of active profiles in the account. Current pricing tiers and send limits should be confirmed at klaviyo.com as they are updated periodically.
Does Klaviyo integrate with Shopify?
Yes. Klaviyo has a native integration with Shopify that imports purchase history, cart activity, and browsing behavior for use in segmentation and automation triggers.
Can Klaviyo automate SMS campaigns?
Yes. Klaviyo supports SMS marketing automation alongside email, allowing both channels to be managed and sequenced within the same automation flows.
Who should use Klaviyo?
Klaviyo is best suited for direct-to-consumer e-commerce brands that want to automate email and SMS campaigns based on real customer purchase behavior and lifecycle stage.