Klaviyo vs Mailchimp
E-commerce specialist vs generalist email marketing. Here's how they compare on features, pricing and value in 2026.
Quick verdict
For Shopify and D2C stores, Klaviyo's data-driven flows usually generate more revenue. For service businesses and simple newsletters, Mailchimp is easier and cheaper.
Choose Klaviyo if…
You run an online store and want revenue-focused flows.
Choose Mailchimp if…
You need straightforward newsletters for a non-store business.
Side-by-side comparison
| Criteria | Klaviyo | Mailchimp |
|---|---|---|
| ToolKenzon score | 8.9/10 winner | 8.2/10 |
| Ease of use | 8.3 | 9.0 winner |
| Features | 9.5 winner | 8.5 |
| Value for money | 7.9 winner | 7.0 |
| Support | 8.3 winner | 7.8 |
| Starting price | $20/mo | $13/mo |
| Free plan | Yes | Yes |
| Pricing model | Freemium | Freemium |
| Best for | Shopify and D2C e-commerce brands. | Small businesses that want a familiar, easy email tool. |
| Features | ||
| E-commerce flows | Yes | — |
| Email & SMS | Yes | — |
| Predictive analytics | Yes | — |
| Segmentation | Yes | Yes |
| Reviews | Yes | — |
| AI tools | Yes | — |
| Email campaigns | — | Yes |
| Customer journeys | — | Yes |
| Landing pages | — | Yes |
| A/B testing | — | Yes |
| AI content tools | — | Yes |
Feature list reflects headline features named by each vendor; "—" means not listed as a headline feature, not necessarily missing.
Klaviyo: pros & cons
Pros
- Deep e-commerce data integration
- Powerful pre-built revenue flows
- Predictive analytics
Cons
- Expensive as profiles grow
- Overkill for non-e-commerce
- SMS billed separately
Mailchimp: pros & cons
Pros
- Polished, beginner-friendly editor
- Huge integration library
- Good reporting
Cons
- Price rises fast with list size
- Free plan is very limited
- Automations locked to higher tiers
KlaviyoFrom $20/mo
Visit (opens Klaviyo in a new tab)MailchimpFrom $13/mo
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