Klaviyo vs Mailchimp at a glance
| Feature | Klaviyo | Mailchimp |
|---|---|---|
| Best for | Ecommerce stores (Shopify, etc.) | General small businesses & beginners |
| Starting price | Free up to 250, then $20/mo | ★ Free up to 500, then $13/mo |
| Free plan | Up to 250 contacts | ★ Up to 500 contacts |
| Ecommerce data | ★ Deep purchase-based segmentation | Store sync & product blocks |
| SMS | ★ Built-in email + SMS | Limited add-on |
| Automation | ★ Ecommerce-tuned flows | Customer Journeys builder |
| Ease of use | Powerful but more complex | ★ Very beginner-friendly |
| Pricing at scale | Climbs with list size | Climbs quickly |
Winner by category
Purchase-data segmentation and store-tuned flows are built for revenue.
Native SMS sits alongside email rather than as a clunky add-on.
A gentler interface and cheaper start suit non-ecommerce senders.
Broader marketing features for businesses that aren't stores.
Reasons to choose Klaviyo
Klaviyo is purpose-built for ecommerce, and once you connect a store the difference is immediate. Rather than treating subscribers as names on a list, it pulls in every order, browse, and cart event and lets you segment on that behavior: customers who bought twice in 90 days, shoppers who abandoned a cart over $100, lapsed buyers who haven’t returned in six months. That depth of purchase-data segmentation is the whole point, and it’s where Mailchimp can’t really compete.
The automation flows are tuned for the same job. Abandoned-cart, post-purchase, win-back, and browse-abandonment sequences come ready to adapt rather than build from scratch, and they tie directly to revenue reporting so you can see what each flow earns. Klaviyo also bakes in SMS alongside email, sharing the same segments and flows, so you can layer text messages into a campaign without a separate tool or awkward integration.
The deep Shopify integration makes it the default for serious stores. The cost of that power is complexity and price: there’s more to learn than in Mailchimp, the free plan is small at 250 contacts, and paid plans start at $20/mo and scale with your list. For a non-ecommerce business, much of Klaviyo’s strength simply doesn’t apply.
Reasons to choose Mailchimp
Mailchimp’s advantage is that it serves everyone, not just stores. If your business is a service, a blog, a nonprofit, or a small shop that doesn’t need revenue-grade segmentation, Mailchimp gives you a friendly, general-purpose marketing tool without Klaviyo’s learning curve. The onboarding is welcoming and a newcomer can ship a campaign in their first session.
It’s also broader. Beyond email, Mailchimp offers landing pages, light CRM, social posts, and ads, and it does sync with ecommerce platforms with product blocks and basic store automations , enough for a smaller shop that doesn’t need Klaviyo’s depth. The template library is large and the reporting is solid. On price, its free plan covers 500 contacts and paid plans start lower at around $13/mo.
The limits show against a dedicated ecommerce tool. Mailchimp’s purchase-based segmentation is shallower, its SMS is limited, and its flows aren’t tuned for store revenue the way Klaviyo’s are. For a growing store chasing every conversion, that gap matters; for a general business, it rarely does.
Pricing compared
On headline numbers, Mailchimp is the cheaper start: its free plan covers 500 contacts versus Klaviyo’s 250, and paid plans begin around $13/mo against Klaviyo’s $20/mo. For a small or non-ecommerce sender, Mailchimp is easier on the budget out of the gate.
The value question changes for stores. Klaviyo’s pricing buys segmentation and flows designed to generate sales, and it reports revenue per flow so you can judge ROI directly, which often justifies the higher cost for an active store. Both tools climb with list size, so neither is cheap at scale; the better value depends entirely on whether you’re running a store.
The verdict
Choose Klaviyo if you run an ecommerce store and want deep purchase-data segmentation plus native email and SMS aimed squarely at revenue. Choose Mailchimp if you’re a general business or beginner who wants a friendlier, cheaper, broader marketing tool. For the wider field, see our best email marketing software roundup.
Pricing note: email marketing pricing scales with list size and changes often, > verify current plans on each tool’s site before buying.
Frequently asked questions
Is Klaviyo better than Mailchimp?
For ecommerce, yes, Klaviyo's purchase-data segmentation, store-tuned flows, and native SMS are built to drive store revenue. For non-ecommerce businesses or beginners, Mailchimp is friendlier and cheaper to start.
Which is better for Shopify, Klaviyo or Mailchimp?
Klaviyo. Its deep Shopify integration and ability to segment on purchase behavior make it the default choice for serious Shopify stores, though Mailchimp can still work for smaller shops.
Does Klaviyo include SMS?
Yes. Klaviyo has built-in email and SMS that share the same flows and segments, whereas Mailchimp's SMS support is more limited and add-on based.
Which is cheaper, Klaviyo or Mailchimp?
Mailchimp has a lower starting price (around $13/mo versus $20/mo) and a larger free plan (500 versus 250 contacts). Both can get expensive at scale, but Klaviyo's revenue focus often justifies the cost for stores.