Mailchimp vs Klaviyo
Last updated: 2026-07-11
Mailchimp and Klaviyo are both email marketing platforms, but for different audiences. Mailchimp is a general-purpose email tool for small businesses and beginners. Klaviyo is built specifically for e-commerce — deep Shopify integration, product recommendations, and data-driven automation.
Feature Comparison
| Feature | popular Mailchimp | best Klaviyo |
|---|---|---|
| Price from | $0/mo (Free) | $0/mo (Free) |
| Free trial | Free plan available (up to 250 contacts, 1,000 emails/mo) | Free plan available (250 contacts, 500 emails/mo) |
| Best for | Small businesses and e-commerce | E-commerce email and SMS marketing |
| Free plan | Up to 250 contacts | 250 contacts, 500 emails/mo |
| Starting paid price | $13/mo (Essentials, 250 contacts) | $20/mo (500 contacts), scales with contact count |
| Email sequences | Standard plan+ | — |
| Visual automations | Standard plan+ | — |
| Landing pages | ✓ | — |
| A/B testing | Standard plan+ | ✓ |
| API access | ✓ | ✓ |
| Integrations | 300+ integrations | Shopify, WooCommerce, BigCommerce, 250+ |
| Support | Email (Free), Chat (Paid) | Email + chat (plan dependent) |
| Commerce | Shopify, WooCommerce, BigCommerce | — |
| Email marketing | — | ✓ |
| SMS marketing | — | Included (US, UK, AU, Canada) |
| Automation | — | Abandoned cart, welcome, post-purchase, win-back |
| Predictive analytics | — | ✓ |
Mailchimp Pros & Cons
Pros
- Intuitive drag-and-drop email builder — easiest to use for beginners
- Free plan (250 contacts, 1,000 emails/month)
- Built-in CRM and audience management tools
- Strong e-commerce integrations (Shopify, WooCommerce, BigCommerce)
- Content studio with built-in image editor
- Wide range of pre-designed email templates
Cons
- Pricing scales steeply — 500→10,000 contacts jumps from $0 to $100+/mo
- Free plan includes Mailchimp branding on emails
- Automation features limited on lower tiers
- A/B testing only on Standard plan ($20/mo+) or 500+ contacts
- Customer support limited to email on free plan
Klaviyo Pros & Cons
Pros
- Built for e-commerce — deep Shopify, WooCommerce, BigCommerce integration
- Powerful automation — abandoned cart, welcome series, post-purchase, win-back
- Predictive analytics — churn risk, customer lifetime value, next order date
- A/B testing on all plans
- SMS marketing included (US, UK, AU, Canada)
- 250+ pre-built integrations
Cons
- Expensive at scale — pricing based on contact count
- Free plan limited (250 contacts, 500 emails/mo)
- Not suitable for non-e-commerce businesses
- Learning curve for advanced segmentation and flows
- SMS pricing is separate from email pricing
Final Verdict
If you run an e-commerce store (Shopify, WooCommerce, BigCommerce), Klaviyo is the better choice — its product recommendations, abandoned cart automation, and customer lifetime value predictions are built for e-commerce revenue. If you're a non-e-commerce business, blogger, or creator, Mailchimp is more flexible and easier to use with better templates.
Our pick: Klaviyo (e-commerce) / Mailchimp (general use)
Frequently Asked Questions
Is Klaviyo or Mailchimp cheaper?
At small list sizes, both have free plans. Klaviyo's free plan covers 250 contacts and 500 emails/mo. Mailchimp's free plan covers 250 contacts and 1,000 emails/mo. At scale (10,000+ contacts), Klaviyo is generally more expensive because it charges for both email and SMS separately.
Does Klaviyo work with non-Shopify stores?
Yes. Klaviyo integrates with WooCommerce, BigCommerce, Magento, and custom platforms via API. However, its deepest integration is with Shopify — Shopify data powers Klaviyo's predictive analytics and product recommendations.
Can I switch from Mailchimp to Klaviyo?
Yes. Klaviyo offers a migration tool and service for switching from Mailchimp. Contact lists, segments, and some automations can be migrated. E-commerce-specific flows (abandoned cart, post-purchase) will need to be rebuilt in Klaviyo.