Klaviyo: Features, Pricing & Ecommerce Marketing

Klaviyo is an email and SMS marketing platform built specifically around ecommerce, with deep integrations for platforms like Shopify. It emphasizes revenue attribution, customer data, and automated flows tied directly to store activity such as abandoned carts and past purchases.

Who It’s Best For

Klaviyo is best for ecommerce businesses, particularly those on Shopify or similar platforms, that want marketing automation tightly integrated with store data and revenue tracking.

How It Can Be Used

Sending automated abandoned-cart and post-purchase email/SMS flows
Segmenting customers based on purchase history and store behavior
Tracking revenue directly attributed to email and SMS campaigns
Running combined email and SMS marketing campaigns for an online store

FAQ

What is Klaviyo used for?

Klaviyo is used for ecommerce-focused email and SMS marketing, including automated flows, customer segmentation, and revenue attribution tied to store data.

Does Klaviyo have a free plan?

Yes. Klaviyo offers a free plan covering up to 250 profiles, 500 email sends per month, and a small monthly credit for SMS and its Composer AI features. Paid Email and Email+SMS tiers scale by profile count.

Who should use Klaviyo?

Klaviyo suits ecommerce businesses that want marketing automation deeply integrated with store and purchase data, rather than a general-purpose email tool.

What are alternatives to Klaviyo?

Mailchimp is a commonly compared alternative for general-purpose email marketing outside of ecommerce-specific workflows.

Getting Started

Klaviyo is typically set up by connecting an ecommerce platform such as Shopify, importing customer and order data, and then building automated flows around common triggers like cart abandonment, browse abandonment, or post-purchase follow-up. Its reporting ties campaign and flow performance directly back to store revenue.

Integrations

Klaviyo’s integration library is centered on ecommerce platforms and related tools (Shopify, WooCommerce, and similar), which is where its data-driven segmentation and revenue attribution features are most useful.

See more in our Marketing Software hub.

Key Features

Pros and Cons

Screenshots

Pricing

Freemium (free plan; paid Email and Email+SMS plans scale by active profile count via an interactive pricing estimator)

Free: $0/month, up to 250 active profiles, 500 email sends/month, $5 of SMS credit and $5 of Composer (AI) usage per month. Paid Email and Email+SMS plans scale based on active profile count and are calculated through an interactive plan-estimator tool on Klaviyo’s own pricing page rather than a single flat rate; third-party trackers commonly cite entry paid tiers in the neighborhood of $20–$35/month at the lowest profile tier, but this could not be independently confirmed from Klaviyo’s official estimator during this research and should be verified directly on Klaviyo’s pricing page for your specific profile count. Custom Enterprise pricing is available for large senders.

Alternatives